Whether the marketing strategy for your law company revolves around 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 an essential dynamic of legal marketing, without it you may as well not have a law firm marketing plan. But producing content requires hard work, and you need to make the most of the writing that you can produce. Following are several ideas for making sure you use the two most popularly 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 created some worthwhile, interesting material of any of the types above, don’t only send it off once or print it and leave it to sit in your reception. You should distribute that content as much as is possible. For every piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto our website?
- Have I sent 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 firm aware of it and could they explain it in detail if a client questions them?
- Can I turn it into a different type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. Therefore they are often presented only once and then left to stagnate. The large amount of effort and time required to prepare them results in just one showing. To get far more out of your presentation consider:
- Who else may I show it to?
- How could I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send the presentation in hard copy to people who were unable to attend the seminar?
- Could 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 that attended the presentation?
Although a lot of these ideas might seem like additional 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’s much easier to add a tiny amount of time at the end to really maximise on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the benefits of the time you put into law firm marketing and you’ll discover that the next time you need to create some content you will feel more confident 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.