If the legal marketing strategy for your law company revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you’ll need to generate content.
Content is the lifeblood of legal marketing, without it you may as well not bother with a law firm marketing plan. But producing content means hard work, and you must make the most of the material you can produce. Following are some quick 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 of any of the types mentioned, don’t just send it off once or print it and leave it to stagnate in your reception area. Distribute that content as much as is possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded to my website?
- Have I sent 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 the company aware of it and could they explain it further if a client questions them?
- Can I transform it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a specific reception in mind, or because of a particular request. As a result they tend to be presented once and then left to stagnate. All of that effort and time involved in preparing them gets only a one time presentation. To get much more out of your presentation consider:
- Who else could I show it to?
- How could 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 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 from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although a lot of these ideas may seem like more 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 crucial to remember that it’s much easier to use a small amount of time now to really maximise on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the benefits of the time you put into law firm marketing and you’ll find that the next time you need to create content you’ll 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.