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 a solid growth of clients, you’ll need to generate 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 is hard work, and you need to make the best of the writing you manage to produce. Here are just a few suggestions to help you use the two 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 created any quality, interesting material in any of the forms mentioned, don’t just send it out once or print it and let it stagnate in your reception area. Distribute that content as widely as possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto our website?
- Have I sent it direct 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?
- Are others in my company aware of it and could 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 forum?
Law Firm Marketing – Presentations
Presentations are usually created with a specific audience in mind, or because of a particular request. Therefore they tend to be presented only once and then left to stagnate. All of that effort and time involved in preparing them results in only a one time presentation. To get far more out of your presentation consider:
- Who else may 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 offered to present it to others?
- Can I send the presentation in hard copy to those who couldn’t attend the seminar?
- Could 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 discussing questions that arose from the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although a lot of these suggestions may feel like additional work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it is far easier to use a small amount of time now to really maximise on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the benefits of all the time you put into law firm marketing and you’ll see that the next time you create content you will 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.