Our strategic marketing agency represents a regional law firm in north Georgia that is highly respected for its expertise in a number of specialized areas of the law. We showcase this expertise twice a month in a long-running series of publicized interviews that we have nicknamed “Legal Briefs.”
The firm’s specialties run the gamut of the legal world in such fields as estate planning, family law, real estate, worker’s compensation representation, business law, and personal injury.
Let’s face it. Lawyers’ work can be dull and technical. So it is our job as marketers to make their subjects appealing and interesting. For example, one of our Legal Briefs topics was entitled, “What happens to your iTunes library when you die?” Doesn’t that make you want to learn more?
We also try to come up with topics that are timely and in the news. For example, we have discussed the impact of healthcare reform on small businesses; a new Georgia law on reporting child abuse that was spurred by the Jerry Sanduskey/Penn State scandal; and new federal consumer protection rules for mortgages.
We work hard with the attorneys to develop interesting topic ideas, research, interview and write about each subject. So it only makes sense that we should work equally hard to make sure each article receives as much exposure as possible. And that’s where I believe we have been most effective.
Through a partnership with a local News Talk radio station, we initially broadcast each Legal Briefs topic with a live on-air interview. Prior to the interview, we Tweet an invitation for followers to listen in. We also post a teaser on the firm’s Facebook page. After the interview, which typically runs about five minutes, we compile a composite Q&A on the subject for the firm’s website – which of course keeps the site fresh, current and highly attractive to all those search engine “spiders” scouring for relevant content. If the topic is particularly newsworthy, we also turn it into a press release and pitch other local media.
The beauty of this marketing strategy is that we are hitting a wide array of different audiences. And while it sounds like a lot of work, the bulk of our efforts takes place in developing each initial Legal Brief – the rest simply involves slightly reworking the topic to conform to each medium.
Good marketing starts with creative ideas. But its success is in execution — and efficiency.