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.
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.
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.