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 will need to generate content.
Content is an essential part of legal marketing, without it you may as well not have a law firm marketing plan. But producing content requires hard work, and you must make the best of the material that you can produce. Here are some suggestions to help 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 any worthwhile, interesting material in any of the types above, you don’t need to only send it off once or print it and leave it to sit in your reception. You ought to distribute the content as widely as possible. For each item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- 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 to 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 could they explain it further if a client questions them about it?
- Can I transform it into another kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a specific reception in mind, or because of a particular request. Therefore they tend to be presented once then left to stagnate. All of that time required to prepare them gets just one presentation. If you want to get more out of your presentation consider:
- What other companies may I show it to?
- How can I let the most people know about it?
- Have I discussed 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 electronically online or directly?
- Can I write an article or blog to discuss topics 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 additional work at a time 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 crucial to consider that it is much easier to use a tiny amount of time now to really impact on what you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the benefits of 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’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.