Whether 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 create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not bother with a law firm marketing plan. However, producing content means hard work, and you want to make the most of the material that you can produce. Here are some suggestions to help you use two of the most reliably 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 produced some worthwhile, interesting material in any of the forms above, you don’t need to only send it off once or print it and leave it to sit in your office. You ought to distribute that content as much as is possible. For every piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been 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?
- Are others in the firm aware of it and can they explain it in detail if a client asks?
- Can I turn it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally created with a particular audience in mind, or because of a particular request. As a result they tend to be presented only once and then left to become stale. All of that time required to prepare them gets only a one time showing. To get more benefit from your presentation consider:
- Who else may I present it to?
- How can I let the greatest number of 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 couldn’t attend the seminar?
- Can 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 followed up with additional content to all the people who attended the presentation?
While these suggestions may seem 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 essential to remember that it is much easier to add a small 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.
Increase the benefits of all the time and effort you put into law firm marketing and you’ll see that the next time you need to create some 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.