Whether 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 will need to create content.
Content is an essential dynamic of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content means hard work, and you must make the most of the writing you manage to produce. Following are just a few ideas to help you use two of the most reliably 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 some quality, interesting material of any of the formats mentioned, you don’t need to only send it out once or print it and let it stagnate in your reception area. You ought to distribute the content as much as possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded to our 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?
- Are others in my firm aware of it and can they explain it further if a client asks about it?
- Can I turn it into another type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally created with a particular audience in mind, or because of a particular request. Therefore they are often presented once then left to stagnate. All of the effort and time required to prepare them gets only a one time showing. If you want to get much more out of your presentation consider:
- What other companies may I show it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to send the presentation in hard copy to those 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 sent additional content to all the people who attended the presentation?
While a lot of these ideas might 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 is essential to remember that it’s far easier to use a tiny amount of time at the end to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the results of the time you put into law firm marketing and you’ll discover that the next time you need to create 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.