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 generate content.
Content is the lifeblood of legal marketing, without it you might just as well not bother with a law firm marketing plan. But producing content requires hard work, and you need to make the most of the writing that you manage to produce. Here are some ideas to help you use the two most popularly produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve written some worthwhile, interesting material of any of the types mentioned, don’t just send it out once or print it and let it stagnate in your reception. Distribute that content as widely as possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I emailed it direct 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?
- Is everyone in my company 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 format?
Law Firm Marketing – Presentations
Presentations are generally 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. The large amount of effort and time required to prepare it results in just one showing. If you want 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?
- Can I send the presentation in hard copy 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?
- 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 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 important 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 completely new piece of legal marketing material.
Maximise the benefits of the time you put into law firm marketing and you’ll discover that the next time you create content you’ll feel more confident 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.