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’ll need to generate 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 must make the most of the material that you can produce. Following are several ideas to help you use the two most reliably produced types of legal marketing content as effectively as you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have created any quality, interesting material of any of the forms above, you don’t need to just send it out once or print it and leave it to stagnate in your office. You should distribute the content as broadly as is possible. For each item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded onto our website?
- Have I emailed it directly to referrers, 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 the firm aware of it and can they explain it further if a client questions them about it?
- Can I transform it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. As a result they are often presented only once and then left to become stale. All of that effort and time involved in preparing it results in just one presentation. If you want to get more benefit from your presentation consider:
- What other companies can I present it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation to people who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Is it viable to write an article or blog discussing topics that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
While some of these ideas might feel like more work just 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 is necessary to remember that it’s far easier to use a tiny amount of time at the end to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the benefits of all the time and effort you put into law firm marketing and you’ll discover that the next time you need to create content you will feel more confident 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.