Whether the marketing strategy for your law company revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable of clients, you’ll need to create content.
Content is an essential part of legal marketing, without it you may as well not bother with a law firm marketing plan. However, producing content means hard work, and you want to make the best of the writing you can produce. Here are some suggestions for making sure you use two of the 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 some quality, interesting material of any of the formats above, don’t only send it off once or print it and leave it to sit in your reception. You can distribute the content as broadly as possible. For each item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded to my website?
- Have I sent 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?
- Is everyone in my firm aware of it and can they explain it further if a client questions them?
- Can I transform it into another type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular reception in mind, or because of a particular request. Therefore they are often presented once then left to become stale. All of the effort and time involved in preparing them results in only a one time showing. If you want to get far more out of your presentation consider:
- Who else may I present it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation 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 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 feel like additional 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 is necessary to remember that it is far easier to use a small 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.
Maximise the benefits of the time you put into law firm marketing and you’ll see that the next time you create some content you’ll feel more positive 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.