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 a solid growth of clients, you’ll need to create content.
Content is an essential dynamic of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content is hard work, and you should make the most of the material you manage to produce. Following are several suggestions for making sure you use two of the most commonly produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have written some worthwhile, interesting material in any of the formats above, don’t just send it off once or print it and leave it to stagnate in your office. Distribute that content as much as is possible. For every item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded to our website?
- Have I sent it direct to referrers, 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 can they explain it further if a client questions them?
- Can I transform it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular audience in mind, or because of a particular request. As a result they are often presented only once then left to become stale. All of that effort and time involved in preparing them results in just one presentation. To get more benefit from your presentation consider:
- Who else could 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 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 electronically online or directly?
- Can I write an article or blog discussing questions that arose from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
While some of these ideas may feel like more work at a time when you’ve possibly 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’s far easier to add a small amount of time now to really impact on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Maximise the results of the time you put into law firm marketing and you’ll discover that the next time you need to create some 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.