If the 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 a solid growth of clients, you will need to create content.
Content is the lifeblood of legal marketing, and without it you may as well not bother with a law firm marketing plan. But producing content means hard work, and you must make the best of the material that you can produce. Following are just a few suggestions for making sure you use the two most reliably 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 produced any worthwhile, interesting material of any of the types above, you don’t need to just send it out once or print it and let it sit in your reception area. You ought to distribute the content as widely as possible. For every item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto our website?
- Have I emailed it directly 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 can they explain it in detail if a client asks?
- Can I transform it into another type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a specific audience in mind, or because of a particular request. Therefore they tend to be presented only once and then left to become stale. The large amount of time required to prepare them results in just one presentation. To get much more out of your presentation consider:
- What other companies may 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 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 questions that arose from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While a lot of these ideas might 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’s necessary to consider that it is much easier to use a tiny amount of time at the end to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the results of all the time and effort you put into law firm marketing and you’ll find that the next time you create content you’ll feel more confident 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.