Whether the marketing strategy for your law company is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable of clients, you will need to create content.
Content is the lifeblood of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you must make the most of the material that you manage to produce. Following are several suggestions to help you use the two most reliably produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve written some worthwhile, interesting material of any of the forms above, don’t only send it off once or print it and leave it to stagnate in your reception. You ought to distribute the content as much as is possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I emailed it direct to referrers, associates and other professionals?
- Have I linked to it with a post on Facebook and a tweet on Twitter?
- Has it been sent to media contacts?
- Are others in my firm aware of it and can they explain it in detail if a client questions them about it?
- Can I turn it into another style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a specific reception in mind, or because of a particular request. As a result they tend to be presented once and then left to stagnate. The large amount of effort and time required to prepare them gets only a one time presentation. If you want to get far more benefit from your presentation consider:
- Who else may I present it to?
- How can I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send a hard copy of the presentation to those who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog discussing topics that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although these ideas may feel like additional work at a time when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s necessary to remember that it’s much easier to add a tiny amount of time at the end to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the results of the time and effort you put into law firm marketing and you’ll discover that the next time you create some content you will feel more confident about how effective that content will be.
John Gray is a practising lawyer and the Senior Marketer at John Gray Marketing, an Australian specialist law firm and legal marketing consultancy. If you are interested in law marketing, legal marketing and marketing for lawyers, contact John Gray today.