If the legal marketing strategy for your law company depends 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 an essential dynamic of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you should make the most of the writing you manage to produce. Here are just a few ideas for making sure you use two of the 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’ve written any worthwhile, interesting material in any of the formats above, you don’t need to only send it off once or print it and leave it to sit in your office. You ought to distribute that 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 my website?
- Have I sent it directly 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 the company aware of it and can they explain it in detail if a client asks about it?
- Can I turn it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific reception in mind, or because of a particular request. Therefore they are often presented once then left to become stale. The large amount of effort and time involved in preparing them results in just one presentation. To get much more out of your presentation consider:
- What other companies could I show it to?
- How could I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, and 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?
- 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 from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While these suggestions might feel like more work just when you’ve possibly 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 use a small amount of time at the end to really maximise on what you’ve already produced than it is to produced 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 see that the next time you create some content you’ll 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.