Whether the 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 a solid growth of clients, you’ll need to create content.
Content is the lifeblood of legal marketing, without it you might just as well not have a law firm marketing plan. But producing content is hard work, and you want to make the best of the material that you manage to produce. Following are several ideas for making sure you use the two 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 some worthwhile, interesting material of any of the formats mentioned, you don’t need to only send it out once or print it and leave it to stagnate in your reception area. Distribute that content as much as is possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto our website?
- Have I sent it directly 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 my company aware of it and can they explain it further if a client questions them about it?
- Can I turn it into a different kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally prepared 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 involved in preparing it results in just one presentation. To get much more benefit from your presentation consider:
- Who else may I present it to?
- How could I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and offered to present it to others?
- Can I send the presentation in hard copy to those who couldn’t attend the seminar?
- Could 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 that were at the presentation?
While a lot of these ideas might feel like additional work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is important to remember that it’s much easier to use a small amount of time at the end to really maximise on what you’ve already produced than it is to produced a whole 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 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.