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 the lifeblood of legal marketing, without it you may as well not have a law firm marketing plan. However, producing content is hard work, and you want to make the best of the writing that you can produce. Following are several suggestions for making sure you use the two 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 worthwhile, interesting material in any of the forms above, don’t only send it off once or print it and leave it to stagnate in your reception area. Distribute that content as widely as is possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded to 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 the firm aware of it and can they explain it further if a client has queries about it?
- Can I transform it into another style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific audience in mind, or because of a particular request. As a result they tend to be presented only once then left to stagnate. All of the effort and time involved in preparing it results in just one presentation. If you want to get far more benefit from your presentation consider:
- What other companies could I show it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I send a hard copy of the presentation to people who couldn’t 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 more 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 important to remember that it is far easier to add a tiny 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.
Improve the results of all the time and effort you put into law firm marketing and you’ll see that the next time you create content you’ll 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.