Whether the 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 a solid growth of clients, you will need to create content.
Content is an essential dynamic of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you must make the most of the material you can produce. Following are some quick suggestions to help you use the two most reliably 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 quality, 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 sit in your reception. You should distribute that content as much as possible. For every 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 emailed 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?
- Are others in my company aware of it and could they explain it further if a client has queries about it?
- Can I turn it into another style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular reception in mind, or because of a particular request. As a result they are often presented only once then left to become stale. All of that time required to prepare it results in only a one time showing. To get far 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 suggested that I 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?
- Is it viable to write an article or blog to discuss questions that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
Although these ideas might seem like additional work just 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 add a small amount of time now to really impact on what you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the benefits of the time and effort you put into law firm marketing and you’ll discover that the next time you create content you’ll feel more positive 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.