How to Market Your Law Firm in a Pandemic

Marketing is always challenging, but a pandemic makes it even more difficult. The strategies you had before may not be useable right now, requiring you to pivot while also keeping costs in control. Put the focus less on how much you spend on marketing, and more on choosing options that give you the most value for each dollar spent.

“Although it’s wise to contain costs, failing to support brands or examine core customers’ changing needs can jeopardize performance over the long term. Companies that put customer needs under the microscope, take a scalpel rather than a cleaver to the marketing budget, and nimbly adjust strategies, tactics, and product offerings in response to shifting demand are more likely than others to flourish both during and after a recession.”

How to Market in a Downturn by John Quelch and Katherine E. Jocz

 

Examine your digital presence

Industry conferences and community events are typically great places to make new connections and attract business. However, it’s pretty unlikely you’re able to attend those or get out and shake hands right now. This means readjusting the way you do things and putting your website at the center of your marketing strategy.

Carve out a few hours in your day to do an honest review of your website from a potential client’s perspective. Start with the most popular pages, including your homepage, and have a friend or family member not involved with your firm try to navigate through your website to find specific information.

As you’re conducting your review, ask the following questions:

  • How does our website compare to the competition?
  • Is our brand consistent throughout the website? Does it match our other materials including brochures, letterhead, and business cards?
  • Is our contact information prominently displayed on every page?
  • Do we have strong testimonials and social support?
  • Is it SEO optimized? (If you’re unsure of how to do this, be sure to read our article on Simple SEO Tips to Grow Your Law Firm)
  • Do we have a way to identify and track leads (potential clients)? This could be as simple as a form where clients can enter their contact information to receive a follow-up phone call or email.

It’s not uncommon for law offices to create a website but then never go back to update it for a long time. Auditing and improving your website is an important marketing tool at any time of the year, but especially important during periods of transition when you’re making other changes.

Embrace social media

With more people staying home during this pandemic, Canadians are spending much more time in front of screens. In fact, 41% of respondents in a recent study said they’re spending more time on social media. A social media presence costs you nothing on your bottom-line, but meets your audience where they are in a space that your competition may not be in.

Once you’ve built a social media page for your firm, start posting content that your clients will be interested in. Is there a topic that frequently comes up in conversations with clients? Why not try going Live on Facebook and inviting your clients to watch and submit questions in the comment box?

Putting yourself in front of potential clients and providing thought leadership on topics they care about will keep you top of mind when it comes time for them to pick a law office.

Explore paid promotion options

As companies have tightened their belts during COVID-19, paid promotion options are becoming much more affordable. This is because digital ads are bought in a bidding system much like the stock market where demand dictates the price. With both prices and competition dropping, now is the time to start exploring Search Engine Marketing (SEM) and social media ads if you can make the space in your budget. (If you’re unfamiliar with SEM, be sure to read our article on Attracting New Clients with Search Engine Marketing.)

The best part about digital ads is that you can never go over-budget by accident. You set a budget and the ads stop automatically when you hit that limit.

The cost of digital ads varies by platform, so here is a quick breakdown of how the most popular ones for businesses rank in terms of cost:

To get the most value, first research which social media platform your clients prefer and how to effectively target them.

The pandemic has changed a lot about how we do business and attract new clients, but it has also underscored the importance of empathy, sensitivity and providing value. Your clients will remember who was by their side, providing needed information, as they move forward. Keep that in mind as you enter social media and revamp your website.