Whether the marketing strategy for your law company depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable of clients, you will need to generate content.
Content is the lifeblood of legal marketing, and without it you might just as well not bother with a law firm marketing plan. But producing content means hard work, and you should make the best of the material you manage to produce. Following are just a few suggestions to help you use two of the most commonly 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 in any of the formats mentioned, don’t only send it off once or print it and leave it to sit in your reception. You ought to distribute the content as widely as is possible. For each item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- 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 it with a post on Facebook and a tweet on Twitter?
- Has it been sent to media contacts?
- Is everyone in the company aware of it and could they explain it further if a client asks?
- Can I turn it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally created with a particular reception in mind, or because of a particular request. As a result they are often presented once then left to stagnate. The large amount of effort and time involved in preparing them gets just one showing. If you want to get more benefit from your presentation consider:
- What other companies can I present it to?
- How can I let the greatest number of 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 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 electronically online or directly?
- Is it viable to write an article or blog discussing questions that arose from the presentation?
- Have I sent additional content to all the people who were at the presentation?
While some of these suggestions may 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 is important to remember that it’s far easier to use a tiny amount of time now to really maximise on what you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the benefits of all the time you put into law firm marketing and you’ll see that the next time you create some 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.