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 wallet share of your stable of clients, you’ll need to create content.
Content is an essential part of legal marketing, without it you might just as well not have a law firm marketing plan. But producing content is hard work, and you must make the most of the writing that you manage to produce. Here are some ideas to help you use the two most commonly produced types of legal marketing content as effectively as you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have created some quality, interesting material in any of the formats mentioned, you don’t need to just send it off once or print it and leave it to sit in your office. You should distribute that content as widely as possible. For each item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I emailed it direct 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 the firm aware of it and could they explain it further if a client asks about it?
- Can I transform it into another style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a particular reception in mind, or because of a particular request. As a result they tend to be presented once then left to stagnate. The large amount of time required to prepare them results in just one showing. If you want to get far more benefit from your presentation consider:
- What other companies may I show it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, and suggested that I present it to others?
- Can I send a hard copy of the presentation to those who were unable to attend the seminar?
- Could 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 that were at the presentation?
Although these suggestions may feel like more work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to remember that it’s much easier to use a tiny amount of time at the end to really impact on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the benefits of all the time and effort you put into law firm marketing and you’ll see that the next time you need to create 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.