Whether the 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, and without it you might just as well not have a law firm marketing plan. However, producing content means hard work, and you need to make the best of the material that you manage to produce. Following are several suggestions for making sure you use two of the 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’ve produced any worthwhile, interesting material in any of the types above, you don’t need to just send it off once or print it and leave it to stagnate in your office. You ought to distribute the content as widely as is possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto our website?
- Have I emailed 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 the firm aware of it and can they explain it further if a client questions them about it?
- Can I transform it into a different style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular audience in mind, or because of a particular request. As a result they are often presented once then left to stagnate. The large amount of effort and time involved in preparing them results in just one presentation. To get much more benefit from your presentation consider:
- Who else can I show 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?
- Is it relevant to send a hard copy of the presentation to people who couldn’t attend the seminar?
- Could 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 to discuss topics that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although these suggestions might seem like more 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 is necessary to remember that it is much easier to add a small amount of time now to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the results of the time you put into law firm marketing and you’ll discover that the next time you create some content you will 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.