Whether the marketing strategy for your law company is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you will need to generate content.
Content is the lifeblood of legal marketing, without it you may as well not bother with a law firm marketing plan. But producing content is hard work, and you should make the most of the material you can produce. Following are just a few suggestions for making sure you use two of the most commonly produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have created any quality, interesting material in any of the forms mentioned, you don’t need to just send it out once or print it and leave it to sit in your reception area. You can distribute the content as much as is possible. For each item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I sent it directly to people who have referred me, 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?
- Is everyone in my company aware of it and can they explain it in detail if a client asks?
- Can I turn it into a different style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually created with a specific reception in mind, or because of a particular request. As a result they tend to be presented only once and then left to become stale. All of the effort and time involved in preparing them gets only a one time presentation. To get much more benefit from your presentation consider:
- What other companies could I present it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to 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 discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
While these suggestions may seem like additional work just 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 remember that it’s much easier to add a tiny 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.
Improve the benefits of all the time and effort you put into law firm marketing and you’ll discover that the next time you 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.