Whether the 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 an essential part of legal marketing, without it you may as well not bother with a law firm marketing plan. However, producing content requires hard work, and you should make the best of the material that you manage to produce. Here are just a few ideas to help 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 produced some quality, interesting material in any of the types above, don’t only send it off once or print it and let it sit in your office. You can distribute that content as broadly as is possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded to our 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 my firm aware of it and could they explain it in detail if a client asks?
- Can I turn it into another kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally created with a particular audience in mind, or because of a particular request. As a result they are often presented once then left to become stale. All of the effort and time required to prepare it gets just one presentation. To get more out of your presentation consider:
- Who else could I present it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and 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 electronically online or directly?
- Is it viable to write an article or blog to discuss questions that arose from the presentation?
- Have I sent additional content to all the people that attended the presentation?
Although some of these ideas might feel like additional 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 crucial to remember that it is far easier to use a tiny 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 need to create some content you will feel more positive 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.