Whether 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’ll need to generate 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 is hard work, and you should make the most of the material that you can produce. Here are some quick 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 created some worthwhile, interesting material of any of the forms mentioned, you don’t need to only send it out once or print it and let it stagnate in your reception area. You should distribute the content as widely as is possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded to my website?
- Have I sent it directly to referrers, 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?
- Are others in my company aware of it and can they explain it in detail if a client asks about it?
- Can I transform it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally written with a particular audience in mind, or because of a particular request. As a result they are often presented once 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 can I show it to?
- How could I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send the presentation in hard copy to people who couldn’t 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 discussing questions that arose from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although a lot of these suggestions might feel like more work at a time when you’ve probably damaged 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 add a small amount of time now to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the results of the time and effort you put into law firm marketing and you’ll discover that the next time you create some content you will 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.