If the legal 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 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. But producing content requires hard work, and you need to make the most of the material you manage to produce. Following are some quick suggestions to help 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’ve written some worthwhile, interesting material in any of the formats mentioned, you don’t need to only send it out once or print it and leave it to stagnate in your reception area. You should distribute that content as broadly as is possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto our website?
- Have I sent it directly to people who have referred me, 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 could they explain it in detail if a client asks about it?
- Can I turn it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually written with a specific reception in mind, or because of a particular request. As a result they tend to be presented only once then left to stagnate. All of that effort and time involved in preparing it gets just one presentation. If you want to get much more out of your presentation consider:
- Who else may I present it to?
- How can I let the most people know about it?
- Have I mentioned 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 were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog to discuss questions that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although a lot of these suggestions might seem 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 essential to remember that it is far easier to add a tiny amount of time now to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the benefits of all the time you put into law firm marketing and you’ll discover that the next time you need to 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.