Whether the legal marketing strategy for your law company is based 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 an essential dynamic of legal marketing, 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 most of the material that you can produce. Here are several suggestions to help you use two of the most commonly 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 any worthwhile, interesting material of any of the types above, you don’t need to just send it off once or print it and let it sit in your reception area. You can distribute that content as widely as possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been 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?
- Is everyone in my company aware of it and could they explain it in detail if a client asks about it?
- Can I turn it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually 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 stagnate. All of that time required to prepare them results in only a one time presentation. To get much more out of 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?
- 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 via email or directly?
- Can I write an article or blog to discuss topics that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
While some of these ideas may feel like more work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to remember that it is much easier to use a tiny amount of time at the end to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the results of the time and effort you put into law firm marketing and you’ll discover that the next time you need to create some content you will feel more positive 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.