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 wallet share of a solid growth of clients, you’ll need to generate content.
Content is an essential part of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content is hard work, and you need to make the most of the material you manage to produce. Following are several suggestions for making sure you use two of the 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 have created any worthwhile, interesting material in any of the forms mentioned, you don’t need to only send it out once or print it and let it sit in your reception. You can distribute that content as broadly as is possible. For every item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I emailed 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 could they explain it further if a client asks about it?
- Can I transform it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific reception in mind, or because of a particular request. As a result they are often presented once and then left to stagnate. The large amount of time involved in preparing it results in just one presentation. If you want to get much more benefit from your presentation consider:
- Who else could I show it to?
- How could 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?
- Is it relevant to send a hard copy of the presentation to people who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog to discuss topics that arose from the presentation?
- Have I sent additional content to all the people who attended the presentation?
While a lot of these ideas might feel 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 far easier to add a small amount of time now to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the results of the time and effort you put into law firm marketing and you’ll see that the next time you create some content you will 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.