If the marketing strategy for your law company depends 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, and without it you might just as well not have a law firm marketing plan. However, producing content means hard work, and you want to make the best of the writing you manage to produce. Here are some ideas to help 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 have produced any quality, 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 office. Distribute that content as widely as is possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I sent 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?
- Is everyone in my firm aware of it and can they explain it in detail if a client has queries about it?
- Can I turn it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a specific reception in mind, or because of a particular request. As a result they tend to be presented only once then left to become stale. All of that effort and time required to prepare them results in just one showing. To get far more out of your presentation consider:
- What other companies may I present it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, and suggested that I 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 topics that arose from the presentation?
- Have I sent additional content to all the people that attended the presentation?
Although these suggestions may feel like additional work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is important to remember that it’s much easier to use a tiny amount of time at the end to really maximise on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the benefits of all the time and effort you put into law firm marketing and you’ll see that the next time you need to create some content you’ll feel more positive 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.