The pandemic has forced businesses and law firms to change the way they do business. Currently, in-person meetings are literally obsolete and have primarily transferred to Zoom meetings.
Because COVID-19 pandemic has caused such a disruption in our day-to-day lives, people, platforms and businesses have been forced to change the way they operate. In many states, courts have been closed for weeks or at least limited in their capacity. Because of this, what worked in your marketing last year may not work this year.
Implementing a marketing plan that delivers results will now require you to reevaluate the plan that you laid out based on what is going on in the marketplace.
Below are three tips to help you adapt and market your law firm in uncertain times:
1. Get creative and outside Your Comfort Zone.
Online visibility is more important than ever as many law firms are having to work with clients remotely and in-person meetings have been put on hold. It is especially critical to stay top of mind with your clients and potential clients. There are several ways you can do this.
Start your own daily or weekly show on Facebook, Instagram or LinkedIn. You can also have a YouTube Channel or live show on YouTube. It is not something that has to be lengthy. However, the most important element should be that it should provide value and useful information. If you are able to generate engagement with you audience, that is also ideal because the more engagement you get on your show or video, the more the social media algorithms show it to a broader audience. It can be educational, it can answer most commonly asked questions from the public, it can be composed of interviews with other attorneys/thought leaders, or you can even do a solo show.
If you want a broader reach and don’t like being on video, consider launching a podcast. You don’t have to know how to do all the tech behind launching a podcast, you just have to hire someone to do that for you and focus on recording your podcast segments. A podcast is also another great way to send people to your website for more information or provide them with a free PDF download with valuable tips and information which will allow you to grow your email list.
If you are not comfortable with public speaking on being on camera, consider joining a local Toastmasters Group in your area. this will help you get the polish and confidence you need to go live on camera or record your podcast.
2. Expand your offerings and ways to serving your clients.
It is important to offer remote meetings during the COVID-19 Pandemic. The best way to do this is to set up a calendar system such as Calendly. Diversify your offerings by providing more flexible options. If you took only 1-hour in-person meetings, it may make sense to also offer a 20- to 30-minute consultation for clients who may not need a full hour. You can also use Zoom or other conferencing platforms such as Blue Jeans to communicate with your clients remotely.
Also, be willing to be flexible during this time and offer a few time slots during the evening or even weekend to accommodate clients that may be overburdened with trying to work from home, home school their children and handle all the other household chores that have now been amplified. Your clients will appreciate your flexibility and are more likely to work with you in the future based on the little things that you do today.
Furthermore, consider putting together legal packages for clients whose needs are more basic and primarily related to filing paperwork.
3. Grow your email list and communicate with your list.
Having an email list is one of the most essential parts of cultivating referrals in your practice. You can grow your list by offering a lead magnet. A lead magnet is a PDF download (that provides tips or information relevant to your practice area) that one can download by providing their email address and name. It requires you to set up and integrate with an email provider such as Active Campaign or Mailchimp. Having a lead magnet on your website is the easiest way to grow your email list. Once you have an email list, make sure to send out emails 2 to 4 times a month to your list.