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 a share of a solid growth of clients, you will need to create content.
Content is the lifeblood of legal marketing, without it you may as well not have a law firm marketing plan. However, producing content means hard work, and you must make the most of the material you manage to produce. Here are several suggestions to help you use the two most commonly 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 produced some quality, interesting material in any of the formats mentioned, you don’t need to only send it out once or print it and let it stagnate in your reception area. You ought to distribute that content as much as is possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to my website?
- Have I emailed it directly to people who have referred me, 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 the firm aware of it and can they explain it in detail if a client questions them?
- Can I turn it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a specific reception in mind, or because of a particular request. Therefore they tend to be presented once and then left to become stale. The large amount of effort and time involved in preparing them results in only a one time showing. If you want to get much more benefit from your presentation consider:
- What other companies can I show it to?
- How can I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send the presentation in hard copy to people who couldn’t attend the seminar?
- Could 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 topics that arose from the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
While these suggestions might feel like additional work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to remember that it’s far easier to add a small amount of time at the end to really impact on what you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the results of the time and effort you put into law firm marketing and you’ll discover that the next time you create content you will feel more confident 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.