Whether the legal 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 a solid growth of clients, you’ll need to create content.
Content is an essential dynamic of legal marketing, without it you may as well not have a law firm marketing plan. But producing content means hard work, and you must make the best of the writing that you manage to produce. Here are several ideas for making sure you use two of the most commonly 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 have created some worthwhile, interesting material in any of the forms above, you don’t need to just send it out once or print it and let it stagnate in your office. Distribute the content as widely as is possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to my website?
- Have I sent it directly 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 company aware of it and could they explain it in detail if a client questions them about it?
- Can I turn it into another type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally created with a particular audience in mind, or because of a particular request. Therefore they are often presented once and then left to become stale. All of the time involved in preparing it results in only a one time presentation. To get much more benefit from your presentation consider:
- What other companies can I show it to?
- How could I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send a hard copy of the presentation to people who were unable to 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 discussing topics that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although these suggestions may seem like additional work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it’s far easier to use a tiny amount of time now to really maximise on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the results of all the time and effort you put into law firm marketing and you’ll see that the next time you need to create content you’ll feel more confident 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.