Law Firm Marketing During a Crisis
Intro to Law Firm Marketing
The marketing response to the ongoing COVID-19 crisis has been between exploitation and abandonment. Many businesses have employed marketing messages that take advantage of the change and others have shut off marketing completely until things start to clear up.
Law firms that want to succeed during and after the crisis need to avoid both of these options. Instead, they need to shift their efforts and show their community the leaders that they are.
Should I Conduct Law Firm Marketing?
The answer is yes but with an asterisk. The asterisk represents a necessary change in messaging. Marketing does not always have to sell a product or service; it can educate and inform. Marketing factors such as community and brand recognition become more important.
Remember that legal services are still in high demand. Issues such as divorce, contract disputes, bankruptcy, and domestic abuse still take place and are often intensified during crises.
With social media usage at its highest rate ever, marketing efforts can still be rewarding. They should maintain a community-based message while integrating into a larger marketing plan.
Guiding Principles for Law Firm Marketing
Here are some principles to help guide your marketing strategy during and after the COVID-19 crisis:
Tailor your message: You need to stay on top of COVID related news so that your messaging doesn’t come across as ignorant. Don’t forget that we are all humans and we have to work together to overcome this.
Flexibility: Given the rapidly changing nature of COVID news, having a marketing plan that can adjust is important. When major news is released, make sure you can adjust the messaging or shut your ads down completely until you have a new plan.
Display your leadership: Show the community the type of leadership your firm possesses. Deliver messages of hope and positivity for your community.
Community: Collaborate with local businesses or leaders in the community. Strong leaders bring people together. If you can’t collaborate, perhaps you can engage with a local charity to provide volunteer hours or community outreach.
Educate: Combine your legal knowledge with ongoing news. Provide insight into how laws and rights are being impacted by the continued response.
Use Technology: With people across America still under stay-at-home orders, the use of technology - social media, television, YouTube, etc. - has skyrocketed. Make sure your message is hitting these platforms.
In Summary
Perhaps the most important thing to note is that the crisis will not last forever. Stores will reopen, sports will be played again, and people will return to work and fun. Make sure you have a message that focuses on the positive and prepares for the world after COVID.
Want someone to help you with your marketing strategies? Get in touch with the law firm marketing specialists at Rizzo Young Marketing.