Tips for Marketing Your Law Firm Until the Coronavirus Pandemic Ends
30 July 2021
COVID-19 has radically altered the legal profession, but it has not eliminated the need for marketing your law firm. In fact, an effective marketing strategy has never been more important given the shifting needs of your potential clients.
The pandemic will end eventually. However, the steps you take now could put your firm into a position to succeed now and in the future. With that in mind, considering the following tips by Gorilla Webtactics for marketing your law firm can help you get through until the end of the coronavirus pandemic.
Communicate That You Are Open for Business
By now, most people understand the nature of business closures and safety measures that are taken in public places. However, clearly communicating that you are open for business and providing a safe environment for clients is important. This effort could start with updating your website to reflect that you are either taking clients virtually or are having in-person meetings with clients using safe social distancing practices.
Contact Current Clients to Check In
It is always easier to retain a client than to pick up a new one. With the pandemic still in full effect, many people are feeling disconnected from their life. Some of your clients might not only feel disconnected but also feel the need for reassurance during this difficult time. Clients will remember you reaching out to current clients to reassure them and let them know they are not facing the pandemic alone.
The purpose of this contact is not to sell a service or convince a client to give you business. However, developing real relationships will nonetheless lead to future business.
Take Advantage of Your Time
If your firm has not fully returned to normal day-to-day operations, you might have more holes in your schedule where meetings or court appearances might normally be. If you have free moments due to the pandemic, it is a perfect time to focus on implementing a marketing strategy. Set out a set amount of time each day to work on marketing your law firm. This could involve writing blog posts, reviewing CLE courses, or authoring your own eBook for potential clients. The important thing is carving out time to focus on marketing and then making the most of it.
Focus on Social Media
The popularity of social media sites like Facebook and Twitter have never been higher. The popularity of these platforms is especially high during the course of the pandemic. Developing a presence on popular social media platforms can help with visibility among potential clients.
You could benefit from a varied approach to social media. Don’t focus on a single platform. Instead, attempt to have a presence on everything from Twitter to Facebook to Instagram. Vary the type of content you share. While substantive content that explains how you could help a client is valuable, so are videos about your day-to-day life.
Make Your Website Mobile Friendly
A large and growing portion of internet traffic comes from mobile devices. In fact, as many as 70 percent of your visitors could see your website on a mobile device. Despite this fact, many law firm websites are designed exclusively with desktop computers in mind. This could result in a website that is fine for desktop users but is slow or hard to navigate for prospective clients on mobile devices.
There are countless options available for legal representation. Giving a potential client an excuse to look somewhere else due to an inadequate website is an unforced error you cannot afford during a pandemic.
The good news is that you can plan an important role in thoroughly testing your website to see if it is mobile-friendly. You have the opportunity to go through your site with a fine-toothed comb to determine if the mobile experience is working for you. Use your own experience as a consumer of digital content. Can you read the text on each page? Do you have videos that are difficult to view on your mobile device? Is it difficult to navigate drop-down menus on your phone? These issues might seem like minor annoyances but they can add up to a lost client over time.
Consider Developing an eBook
One popular marketing technique involves developing a free downloadable eBook to host on your website. Downloadable eBooks or whitepapers could provide real value to your clients. When a prospective client makes use of your content, it could leave them with the impression that you are well-versed in your chosen area of law.
It is also important to treat the eBook as gated content. That means it is only accessible for potential clients that sign up for your e-mail list. Trading their contact information for an eBook gives you an opportunity to market directly to them in the future.
The specific content contained in an eBook or whitepaper can vary. It should center on the area of law that you focus on, as it will attract potential clients seeking advice or counsel in your area of the law. These documents could serve as step-by-step guides for handling a case or answers to common questions.
Create Videos to Market Yourself Online
Your online presence is about more than just your website. Streaming video is the single largest form of digital content consumed over the internet, and you can harness this medium as a marketing tool for your law firm.
YouTube is a valuable marketing tool that can help you develop a reputation as knowledgeable in your field. The site is the second-largest search engine on the internet with an unlimited number of potential viewers. Breaking down basic questions that potential clients might have in your area of law could bring in prospective clients that were actively seeking legal advice online.
The use of videos on social media platforms is a good way to reach new clients. However, hosting these videos on your own website can also increase your marketing success. Website users typically spend 88% more time on a page with video compared to one without.
Gerald Miller is a top-notch and experienced DWI/DUI lawyer at Gerald Miller P.A. in Minneapolis, MN. He has more than 35 years of experience in Criminal Defense practice. He has also been a mentor to numerous DUI/DWI defense attorneys.