Whether 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 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. But producing content means hard work, and you must make the most of the material that you can produce. Here 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 have created some worthwhile, interesting material in any of the forms mentioned, don’t just send it out once or print it and leave it to sit in your office. You ought to distribute that content as widely as possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded onto our website?
- Have I emailed it direct 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?
- Is everyone in my company aware of it and could they explain it further if a client questions them?
- Can I transform it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally created with a specific reception in mind, or because of a particular request. Therefore they are often presented only once then left to become stale. The large amount of time required to prepare it gets only a one time presentation. To get much more out of your presentation consider:
- What other companies can I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to 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 questions that arose during the presentation?
- Have I sent additional content to all the people that attended the presentation?
Although these ideas might seem 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’s necessary to consider that it’s much easier to add a small amount of time now to really maximise on what you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the benefits of the time you put into law firm marketing and you’ll see that the next time you need to create some content you’ll 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.