If the 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 your stable of clients, you will need to create content.
Content is an essential dynamic 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 need to make the most of the material you manage to produce. Following are some quick ideas for making sure you use two of the most reliably 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 worthwhile, interesting material in any of the formats above, you don’t need to only send it off once or print it and leave it to stagnate 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 distributed it to as many, relevant, clients as possible?
- Is it loaded onto our 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?
- Are others in the company aware of it and could they explain it in detail if a client has queries about it?
- Can I turn it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. As a result they are often presented once and then left to stagnate. All of that time required to prepare it results in only a one time presentation. To get more out of your presentation consider:
- Who else could I show it to?
- How could I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to 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?
- 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?
While a lot of these suggestions might feel like additional work at a time 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 necessary to consider that it is far easier to use a small amount of time now to really impact on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the benefits of 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 positive 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.