Whether the legal 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 a solid growth 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 bother with a law firm marketing plan. However, producing content is hard work, and you want to make the most of the material you manage to produce. Here are some suggestions for making sure you use the two most popularly 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’ve written some worthwhile, interesting material in any of the formats mentioned, you don’t need to only send it out once or print it and leave it to sit in your reception area. You can distribute the content as much as possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded to 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?
- Are others in my company aware of it and can they explain it in detail if a client asks about it?
- Can I transform it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a particular reception in mind, or because of a particular request. As a result they are often presented only once and then left to stagnate. All of that effort and time involved in preparing them gets just one presentation. To get far 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 discussed it on my website, Facebook, Twitter, and offered to 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 electronically online or directly?
- Can I write an article or blog to discuss questions that arose from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although a lot of these suggestions might feel like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial to remember that it is much easier to use a tiny amount of time now to really impact 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 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.