If the marketing strategy for your law company revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you will need to create content.
Content is the lifeblood of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you must make the best of the material that you manage to produce. Here are some ideas for making sure you use the two most popularly produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have written any quality, interesting material in any of the formats mentioned, you don’t need to only send it out once or print it and let it sit in your reception area. You ought to distribute that content as widely as possible. For every item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto our website?
- Have I emailed it direct to people who have referred me, associates and other professionals?
- Have I linked it with a post on Facebook and a tweet on Twitter?
- Has it been sent to media contacts?
- Are others in the company aware of it and could they explain it further if a client asks?
- Can I transform it into another kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a specific audience in mind, or because of a particular request. As a result they are often presented once and then left to become stale. The large amount of time required to prepare it gets just one presentation. To get far more out of your presentation consider:
- Who else can I present it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and offered to present it to others?
- Can I send the presentation in hard copy to people who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog discussing questions that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although a lot of these suggestions might seem like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is necessary to remember that it’s far easier to use a small amount of time at the end to really maximise on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the results of all the time you put into law firm marketing and you’ll find that the next time you need to create content you’ll feel more confident about how effective the results 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.