If the legal 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 your stable of clients, you will need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you want to make the most of the material you can produce. Following are just a few suggestions to help you use the two 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 produced any worthwhile, interesting material in any of the forms mentioned, don’t just send it off once or print it and let it sit in your reception. You ought to distribute that content as widely as possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I emailed it direct 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?
- Are others in my firm aware of it and can they explain it in detail if a client asks?
- Can I turn it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually created with a specific audience in mind, or because of a particular request. Therefore they are often presented once and then left to become stale. All of the time required to prepare them gets just one presentation. To get much more benefit from your presentation consider:
- Who else may I present 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?
- Can I send a hard copy of the presentation to those who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Can I 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?
Although these ideas might feel 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 crucial to remember that it’s much easier to add 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 benefits of the time and effort you put into law firm marketing and you’ll discover 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.