If the 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 a solid growth of clients, you’ll need to generate content.
Content is the lifeblood of legal marketing, without it you might just as well not have a law firm marketing plan. However, producing content requires hard work, and you want to make the best of the writing that you manage to produce. Here are some quick suggestions for making sure you use two of the 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 have written some worthwhile, interesting material of any of the types mentioned, you don’t need to just send it off once or print it and leave it to stagnate in your reception area. You ought to distribute that content as widely as is possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I sent it direct 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 the company aware of it and can they explain it in detail if a client has queries about it?
- Can I transform it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a particular reception in mind, or because of a particular request. As a result they are often presented once and then left to stagnate. All of the effort and time required to prepare them gets only a one time presentation. If you want to get much 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 mentioned it on my website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation to people who were unable to 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 questions that arose from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
Although some of these suggestions might seem like additional 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’s essential to remember that it is far easier to use a small amount of time now to really maximise on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the results of 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 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.