If 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 your stable of clients, you’ll need to generate content.
Content is the lifeblood of legal marketing, without it you may as well not have a law firm marketing plan. However, producing content requires hard work, and you want to make the most of the material that you manage to produce. Following are several suggestions for making sure you use two of the 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 created any worthwhile, interesting material of any of the formats above, you don’t need to only send it out once or print it and leave it to sit in your reception. You can distribute that content as much as possible. For every piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I sent it direct 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?
- Is everyone in my firm aware of it and can they explain it in detail if a client has queries about it?
- Can I turn it into a different style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. As a result they are often presented only once then left to become stale. All of the effort and time involved in preparing them results in only a one time showing. If you want to get far more out of your presentation consider:
- Who else can I present it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or offered to 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 electronically online or directly?
- Can I write an article or blog discussing questions that arose from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
While these ideas may seem like more work at a time when you’ve probably 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 much easier to add a small amount of time now to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the benefits of the time and effort you put into law firm marketing and you’ll discover that the next time you need to create content you’ll 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.