Law firms have had to reassess their marketing plans as the pandemic has continued. COVID-19 threw all of us into a world unknown. The “New Normal” hasn’t become normal, yet all of us, businesses included, must adapt to this strange lifestyle.
More than that, our concerns have shifted. Good marketing thinks of the customer and what they want. Law firms have had to start branching out into different avenues of marketing because traditional means became limiting.
As economies worldwide begin to open, court cases and hearings put on hold before the pandemic will restart. You want your law firm to be at the forefront when people start searching for legal assistance. But how?
5 Post-Pandemic Marketing Tips for Law Firms
Many of us want to return to the “business-as-usual” marketing model. However, we all need to make adjustments to stay relevant today. Leveraging alternative tools can help your law firm come back post-pandemic.
We created these five tips to help you reach new clients and retain old ones.
Build Online Brand Awareness
Multiple states and countries are still in lockdown. Some are opening, others are lifting heavy restrictions, and only a few have lifted all stay-at-home rules. Many people have been using this time to work, shop, and socialize online. Companies like Netflix and Facebook both saw record-breaking usage during the pandemic.
Law firms can leverage this shift in consumer behavior and start creating a stronger online presence. One of the best ways to do that is to regularly update your social media pages on Facebook, LinkedIn, Instagram, Twitter, and YouTube.
You can also build a stronger Google My Business (GMB) profile to attract more clients. A solid profile will help you reach the top page, which can increase your click-through rate (CTR). Use Google’s Local Service Ads to get a Google Guaranteed badge. A Google Guaranteed badge lets potential clients know you are trustworthy.
Use news and entertainment websites to place advertisements that put you at the front of your customer’s minds. When they need legal help, they’ll think of your firm.
Raise Your Social Media Bar
Social media is such a powerful post-pandemic marketing tool that it would be ludicrous not to invest. People aren’t just spending more time online – they are spending more time on social media. It’s time for your law firm to do the same.
Here’s a list of some of the most popular social media sites. Build pages and profiles on these platforms to reach a wider audience.
- Tik Tok
There are many ways you can use social media to develop a solid post-pandemic transition marketing plan for your law firm. Use paid advertising and the featured post function on Facebook.
Add a personal touch by encouraging conversations with current and future clients. More than ever, people want to feel connected to others and the companies they use. Rather than marketing your services, market your “who.” Who are you, and why should people trust you?
Open the door for communication. Frequent updates are crucial if you want people to find your law firm profile. Remember to share your company reviews and testimonials. These are key for building your brand because they show potential clients that you deliver and are trustworthy.
3. Go One Step Further – Make YouTube Videos
Start creating YouTube videos. A whopping 78% of people watch online video content every week, and 94% of businesses that already use this content will keep using it. You can use this platform to talk about your experiences.
A sales pitch during these uncertain times won’t help potential customers feel connected. Focus on the help you can offer them rather than trying to sell that help. Talk about the successes you’ve had. People want to trust the lawyer they hire. Knowing your history builds that trust.
Here are a few quick tips for making videos that people want to watch to the end.
- Understand your
audience. Make content that resonates with
your viewers. Ask yourself questions like:
- Who are they?
- Where do they live?
- How old are they?
- What services might they be looking for?
- Address your clients’ needs. While you may not be able to give legal advice, speak to any general concerns they may have. Give them a call-to-action if they do want legal advice on the issues you discussed.
- Use Q&A content. Research questions your client might ask and you can legally speak to. Answer those questions in your videos.
4. Use FaceTime, Google Meets, or Zoom
People are resuming in-person communication, but that doesn’t mean you should stop using teleconference tools like FaceTime, Google Meets, and Zoom. Current and future clients will feel a greater connection to you when they can see you while discussing their needs.
These personal connections will increase the likelihood of referrals and conversions.
5. Make Your Website Mobile Friendly
Whether you are a law firm or not, every business should have a mobile-friendly website that people can use. More than 3 billion people own smartphones around the world. Of those, 298 million live in the U.S.
People use their smartphones and tablets for everything from playing games to ordering pizza. They spend the least time on websites that aren’t mobile-friendly. Making your law firm’s website as accessible as possible will get results.
Recovering after such an intense global pandemic, especially one we didn’t think would still be around, can feel overwhelming. Use these marketing methods to help your law firm get noticed and start bringing in new business. Martindale-Avvo can help you develop a marketing plan that works.