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 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 want to make the best of the writing you can produce. Here are some ideas to help 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 have produced some worthwhile, interesting material of any of the forms mentioned, you don’t need to just send it out once or print it and let it stagnate in your office. Distribute that content as widely as is possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded to our website?
- Have I sent 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?
- Are others in the firm aware of it and could they explain it further if a client has queries about it?
- Can I transform it into another type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular audience in mind, or because of a particular request. As a result they are often presented once then left to become stale. The large amount of time required to prepare them results in only a one time showing. If you want to get more out of your presentation consider:
- What other companies may I show it to?
- How can I let the greatest number of 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 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 to discuss topics that arose from the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
Although a lot of these suggestions may feel like more work just when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial to remember that it is much easier to add a small amount of time now to really impact on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the results of all the time and effort you put into law firm marketing and you’ll find that the next time you create content you will 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.