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 a share of a solid growth of clients, you will need to generate content.
Content is an essential part 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 must make the most of the material that you can produce. Following are some suggestions for making sure you use two of the 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 written any quality, interesting material in any of the forms mentioned, you don’t need to just send it out once or print it and leave it to sit in your reception area. You ought to distribute the content as widely as possible. For each piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded to my website?
- Have I emailed it direct 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?
- Are others in the firm aware of it and could they explain it in detail if a client has queries about it?
- Can I transform it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a particular audience in mind, or because of a particular request. Therefore they are often presented only once and then left to become stale. The large amount of time involved in preparing them gets only a one time presentation. To get far more benefit from your presentation consider:
- Who else can 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 suggested that I present it to others?
- Can I send the presentation in hard copy to people 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 from the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
While a lot of these ideas may seem like additional work at a time when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial to consider that it’s far easier to use a small amount of time now to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the benefits of the time you put into law firm marketing and you’ll discover that the next time you create some content you will 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.