If the legal marketing strategy for your law company depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you’ll need to create content.
Content is the lifeblood 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 need to make the best of the material you can produce. Following are some quick suggestions for making sure you use two of the 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’ve written some worthwhile, interesting material of any of the forms mentioned, you don’t need to only send it out once or print it and leave it to stagnate in your reception area. You ought to distribute the content as widely as is possible. For each piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto 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?
- Are others in the company aware of it and can they explain it in detail if a client asks 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 tend to be presented only once then left to become stale. All of that time required to prepare them gets only a one time showing. If you want to get more benefit from your presentation consider:
- What other companies could I show it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to send a hard copy of the presentation to those who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog discussing topics that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although some of these suggestions may seem like additional work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial to remember that it is much easier to use a tiny amount of time now to really maximise on what you’ve already produced than to produce 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 need to create content you’ll feel more confident 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.