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 wallet share of your stable of clients, you will need to create content.
Content is an essential part of legal marketing, and without it you might just as well not bother with a law firm marketing plan. However, producing content is hard work, and you must make the best of the material you manage to produce. Here are some quick ideas to help you use the two 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 any quality, interesting material of any of the forms above, don’t only send it out once or print it and leave it to sit in your office. Distribute that content as widely 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 my 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?
- Are others in my company aware of it and can they explain it further if a client questions them?
- Can I transform it into another kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific reception in mind, or because of a particular request. As a result they tend to be presented only once then left to stagnate. The large amount of effort and time involved in preparing it gets only a one time presentation. If you want to get much more benefit from your presentation consider:
- What other companies may I show it to?
- How could I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or offered to 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 from the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
Although these ideas may seem like more 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 essential to remember that it’s far easier to add a tiny amount of time now to really impact on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the results of the time and effort you put into law firm marketing and you’ll find that the next time you create some content you will 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.