Whether the legal marketing strategy for your law company depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable of clients, you’ll need to create content.
Content is an essential part of legal marketing, and without it you might just as well not have a law firm marketing plan. However, producing content means hard work, and you need to make the best of the writing you can produce. Here are some ideas to help you use two of the most commonly 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 some quality, interesting material of any of the types above, you don’t need to just send it off once or print it and let it stagnate in your reception area. You ought to distribute the content as much as possible. For every item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto our website?
- Have I sent it directly to referrers, 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 could they explain it further if a client questions them?
- Can I transform it into a different type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a particular reception in mind, or because of a particular request. As a result they tend to be presented only once and then left to stagnate. All of the time required to prepare them gets only a one time presentation. If you want to get much more out of your presentation consider:
- What other companies 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 offered to present it to others?
- Is it relevant to 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 electronically online or directly?
- Is it viable to write an article or blog to discuss topics that arose from the presentation?
- Have I sent additional content to all the people that 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’s important to consider that it’s much easier to add a small amount of time now to really maximise on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the benefits of all the time and effort you put into law firm marketing and you’ll discover that the next time you create some 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.