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 your stable of clients, you will 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. However, producing content is hard work, and you need to make the best of the writing that you can produce. Following are some quick 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 some quality, interesting material of any of the types above, you don’t need to just send it off once or print it and leave it to stagnate in your reception. Distribute that content as much as possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been 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?
- Are others in my company aware of it and could they explain it further if a client asks about it?
- Can I transform 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 are often presented once and then left to stagnate. All of that effort and time involved in preparing them results in just one presentation. If you want to get much more out of your presentation consider:
- Who else may I show it to?
- How can I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and offered to present it to others?
- Can I send a hard copy of the presentation to people who were unable to attend the seminar?
- Can 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 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 these ideas might feel like more work just 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 important to consider that it is far easier to use a tiny amount of time now to really impact on what you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the results of all the time and effort you put into law firm marketing and you’ll see 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.