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 will need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you must make the best of the writing that you manage to produce. Here are several suggestions for making sure you use two of the 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 have written some quality, interesting material in any of the forms above, don’t only send it out once or print it and let it stagnate in your office. You should distribute that content as widely as possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded onto my website?
- Have I emailed it directly to people who have referred me, associates and other professionals?
- Have I linked to 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 turn it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular reception in mind, or because of a particular request. Therefore they tend to be presented once and then left to stagnate. All of that time required to prepare it gets only a one time presentation. To get much more out of your presentation consider:
- What other companies could I present 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?
- Is it relevant to send the presentation in hard copy to people who couldn’t attend the seminar?
- Could 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 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 feel like additional 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 is essential to remember that it’s far easier to add a tiny 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.
Improve the results of all the time you put into law firm marketing and you’ll see that the next time you create 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.