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 might just as well not bother with a law firm marketing plan. But producing content is hard work, and you must make the best of the material that you can produce. Here are several ideas to help you use two of the most popularly produced types of legal marketing content as effectively as you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve written some quality, interesting material of any of the forms above, don’t only send it off once or print it and let it sit in your reception area. You ought to distribute that content as much as is possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I emailed 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 firm aware of it and can they explain it in detail if a client asks about it?
- Can I turn it into another kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. As a result they are often presented once and then left to become stale. The large amount of effort and time involved in preparing them gets just one showing. If you want to get far more benefit from your presentation consider:
- What other companies could I show it to?
- How could I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or offered to present it to others?
- Can I send the presentation in hard copy to people who couldn’t attend the seminar?
- Could 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 that were at the presentation?
While these suggestions might 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 is much easier to add a tiny amount of time at the end to really impact on what you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the results of all the time and effort you put into law firm marketing and you’ll find that the next time you need to create some content you will feel more positive 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.