If the legal marketing strategy for your law company is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you’ll need to create content.
Content is an essential part 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 writing that you can produce. Here are some ideas 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 created any quality, interesting material of any of the forms mentioned, don’t only send it off once or print it and leave it to sit in your reception area. You should distribute the content as much as is possible. For every item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I sent it directly to people who have referred me, 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 company aware of it and could they explain it in detail if a client questions them?
- Can I transform it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally created with a specific audience in mind, or because of a particular request. Therefore they are often presented only once then left to stagnate. All of that time involved in preparing them gets just one presentation. If you want to get far more out of your presentation consider:
- Who else can I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or suggested that I present it to others?
- Can I send the presentation in hard copy to people 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 to discuss topics that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
Although some of these ideas may feel like more work at a time when you’ve probably 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 is much easier to add a tiny amount of time now to really impact on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the results of all the time and effort you put into law firm marketing and you’ll see that the next time you create 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.