Whether the 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’ll need to generate content.
Content is an essential dynamic of legal marketing, without it you might just 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 that you manage to produce. Following are some ideas for making sure you use the two 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’ve written any worthwhile, interesting material of any of the forms above, don’t just send it out once or print it and let it stagnate in your office. You ought to distribute the content as widely as possible. For every piece of writing 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?
- Are others in my company aware of it and can they explain it in detail if a client questions them?
- Can I transform it into another kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally written with a specific audience in mind, or because of a particular request. Therefore they tend to be presented once and then left to become stale. All of the effort and time required to prepare it gets only a one time presentation. If you want to get more out of your presentation consider:
- What other companies can I present it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to send a hard copy of the presentation to people who couldn’t 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 discussing topics that arose from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While these ideas may seem like additional 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 is necessary to consider that it’s much easier to use a small amount of time at the end to really maximise on the impression you’ve already produced than it is to produced 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 find 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.