Whether the marketing strategy for your law company depends on 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 an essential dynamic of legal marketing, without it you might just as well not have a law firm marketing plan. However, producing content requires hard work, and you should make the most of the material you can produce. Here are some ideas for making sure you use the two most commonly 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 created some worthwhile, interesting material of any of the types mentioned, don’t only send it out once or print it and leave it to sit in your reception area. You should distribute that content as broadly as possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I emailed it directly 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 my company aware of it and can they explain it further if a client questions them?
- Can I turn it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a specific reception in mind, or because of a particular request. As a result they are often presented only once and then left to become stale. The large amount of effort and time required to prepare them gets only a one time presentation. To get more out of your presentation consider:
- What other companies may I show it to?
- How can I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to send a hard copy of the presentation to those who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Is it viable to write an article or blog to discuss questions that arose from the presentation?
- Have I sent additional content to all the people who were at the presentation?
Although some of these ideas might seem like more 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 important to consider that it’s much easier to use a tiny amount of time now to really impact on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Maximise the benefits of all the time you put into law firm marketing and you’ll find that the next time you need to create some content you will 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.