If the 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 your stable of clients, you will need to create content.
Content is an essential dynamic of legal marketing, without it you may as well not have a law firm marketing plan. However, producing content requires hard work, and you should make the best of the material you can produce. Here are several ideas for making sure 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 have produced some quality, interesting material in any of the formats mentioned, don’t just send it off once or print it and leave it to stagnate in your reception. Distribute the content as broadly as possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I sent it directly 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 firm aware of it and could they explain it further if a client questions them?
- Can I turn it into another style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a specific audience in mind, or because of a particular request. As a result they tend to be presented once then left to become stale. All of that effort and time required to prepare it results in only a one time presentation. To get more out of your presentation consider:
- Who else could I show it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to those who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog to discuss questions that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
While a lot of these suggestions might seem like more work at a time when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it’s far easier to use a small amount of time now to really maximise on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the results of the time you put into law firm marketing and you’ll see that the next time you need to create some content you’ll 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.