If the legal marketing strategy for your law company revolves around 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 an essential part of legal marketing, and without it you might just as well not bother with a law firm marketing plan. However, producing content means hard work, and you should make the best of the material that you manage to produce. Following are some ideas for making sure 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 created some quality, interesting material in any of the formats mentioned, don’t just send it out once or print it and let it stagnate in your reception area. You should distribute that content as much as possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to my website?
- Have I sent 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 my firm aware of it and could they explain it further if a client asks?
- Can I transform it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a particular reception in mind, or because of a particular request. Therefore they are often presented once and then left to stagnate. The large amount of time required to prepare them results in just one presentation. To get much more benefit from your presentation consider:
- Who else could I show it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to people who couldn’t 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 topics that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
Although a lot of these suggestions may seem like additional work just when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s important to remember that it is much easier to add a tiny 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.
Increase the benefits of all the time and effort you put into law firm marketing and you’ll see that the next time you create content you’ll 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.