If the legal marketing strategy for your law company revolves around 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 may as well not bother with a law firm marketing plan. But producing content is hard work, and you need to make the most of the material you can produce. Following are some suggestions for making sure you use the two 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 written some quality, interesting material of any of the types above, don’t only send it out once or print it and leave it to sit in your office. Distribute the content as much as is possible. For every item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I emailed it directly 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 company aware of it and can they explain it further if a client asks about it?
- Can I turn it into a different style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally written with a particular audience in mind, or because of a particular request. As a result they are often presented only once and then left to become stale. All of that time involved in preparing it gets just one showing. To get much more out of your presentation consider:
- Who else can I present it to?
- How can I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy 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?
- Is it viable to write an article or blog discussing topics that arose from the presentation?
- Have I sent additional content to all the people that attended the presentation?
While some of these suggestions may seem like more work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s important to consider that it is far easier to use a tiny amount of time at the end to really impact on what you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the results of the time you put into law firm marketing and you’ll find that the next time you need to create 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.