If 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 will need to generate content.
Content is the lifeblood of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you need to make the most of the material you can produce. Following are some quick ideas for making sure you use the two 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’ve produced some worthwhile, interesting material of any of the types mentioned, you don’t need to just send it off once or print it and let it stagnate in your reception. You ought to distribute that content as widely as possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded to our 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?
- Is everyone in my company aware of it and can they explain it in detail if a client questions them about it?
- Can I turn it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular reception in mind, or because of a particular request. As a result they tend to be presented once then left to stagnate. The large amount of effort and time required to prepare them results in just one presentation. To get much more benefit from your presentation consider:
- Who else may I present it to?
- How could I let the greatest number of 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 those who were unable to attend the seminar?
- Can 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 during the presentation?
- Have I sent additional content to all the people who attended the presentation?
While a lot of 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 necessary to consider that it’s much easier to add a tiny amount of time now to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the benefits of all the time you put into law firm marketing and you’ll see that the next time you need to 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.