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 a 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 bother with a law firm marketing plan. But producing content is hard work, and you need to make the best of the material you can produce. Following are some suggestions to help you use two of the most popularly 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’ve written any worthwhile, interesting material in any of the forms above, you don’t need to only send it out once or print it and let it sit in your reception area. You ought to distribute the content as widely as possible. For every item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto 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?
- Is everyone in my company aware of it and can they explain it further if a client questions them?
- Can I transform it into a different kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written 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 results in just one showing. To get more out of your presentation consider:
- Who else may I present it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or offered to 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 via email 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 who attended the presentation?
While these suggestions might seem like additional work just 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 much easier to add 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.
Improve the results of all the time you put into law firm marketing and you’ll find that the next time you need to create some content you’ll 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.