Marketing your Law Firm During COVID Pandemic

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Follow these Five if You Want to Thrive

The COVID pandemic has give lawyers a new perspective on how they work and reviewing their marketing budgets. Many law firms are making reactionary moves to cut all advertising spend rather than strategic ones such as reevaluation channels that are not working and doubling down on those that will help their law firm revenue thrive after the COVID lockdown such as digital marketing. Online marketing channels are avenues to make connection and build trust with people and this is what your law firm should be doing now while people are home in front of their computers. Here are 5 actionable tips to help you start focusing your marketing activities during this crisis

Keep Your Head and Your Digital Marketing

With the whole world in a state of panic because the future is unsure. The news channels and social media exploding with all types of information both true and untrue, but it’s very important to take a step back and think logically when it comes to marketing at this time.

Cutting your budget would be an over-reaction that could be costly to your law firm in the long run. It is also worth noting that if every competitor law firm cuts its marketing budget, that leaves a gap in the market for you. Take the time to conduct a mini audit of what you’re spending and realign your budget rather than abandon it. For example, you may allocate a certain amount to event marketing, but with all the events being cancelled, rather than pocket that budget, why not re-route it to a digital space such as Google PPC, which is still going to be an active marketing channel during this time.

Time to Double Down on Digital

Social distancing is causing meetings, seminars, conferences to be cancelled and let’s face it, print media is just a waste of add spend right now. Many law firms will will not reinvest that money, while the smart ones will capitalize and get the jump on their competition by focusing, their efforts on digital marketing. With many of us working remotely and forced to stay home, online traffic has increased 10-fold. Law firms that take advantage of these additional online users need to focus their efforts on, SEO, social media, content marketing, and pay per click.

Content Marketing

Now is the perfect time reevaluate your content strategy. Are there pages on your website that are not performing? Are there topics you want to talk about?  If you have down time, this a great time to start writing your content and become the authority in your area of practice . Focus on topical news, such as issues that will arise due to the Coronavirus and you will see your case load explode.

Search Engine Optimization (SEO)

Everyone know SEO takes some time to start working, so this is the best time to start SEO services or to evaluate and update the SEO you have. Review you URL structure, site speed, current content

Pay Per Click

With everyone staying at home, people are spending more time online and searching for information. Now is a great time to place your law firm in their search results. Another plus is that some law firms cut back add spend, so that means paid channels such as Adwords cost less and there is more inventory available.

Social Media

During the COVID-19 crisis, people are getting news updates and much of their information from social media. This mean lawyers need to be active during this time.. People are scared and have questions, you the answers.

Email Marketing/Out Reach

If you want to be more personable with clients of yours, calling them to see how they are doing is a great option. Ask them how they are doing, about their business, and that you your office is open to help people. Don’t try to sell them anything, just reach out and let them you are there for them.

Updating Your GMB Listing During the COVID-19 Pandemic

Updating Your GMB Listing During the COVID-19 Pandemic

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During this crisis everyone is doing everything they can to help others and remain safe. With all the changes in store closures and business hours due to COVID-19, it’s important for small businesses to communicate these changes to the public.  Customers are looking for up to date information about the status of local businesses and Google Business profiles are often the first thing they will see.  Google has removed Questions and Answers and disabled Reviews during this time, but there are a few things you can do to control

Here is a list of suggestions on how to use Google My Business (GMB) to get up-to-date information to customers. Hope it’s helpful.

Update Your Business Hours

Let people know your business hours have changed, whether you will see clients by appointment only or that you will do consultations over the phone. I know myself after needing to go out to the pharmacy I wondered if they were open or not and if their hours on Google Maps was accurate.

Here is an example how J.C. Penny’s updated their hours during this time.

GMB COVID-19 JC Pennys Hours Update

Create a Post

Creating a post on your Google My Business listing is a great way to provide updates on what is going on with your business. Adding information about what products and services you have available. For example, with some medical and law firm clients, we put I an image stating they are still taking consultations and created a short message.

GMB COVID-19 Lawyer Medical Post

 

For others we created a post that had an image stating that the company has new temporary hours due to the COVID-19 outbreak.

GMB COVID-19 Temp Hours Post

If anyone who wants to learn more about GMB functionality due to COVID-19 or needs help or has questions on how to handle this situation for their business, feel free to reach out on here or social media