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Covid-19 has changed the status quo in the past year and has cut deeply into our personal and professional lives. Although law firms have exchanged office hours for online meetings, the legal industry is still intact. In addition to the progressing impact of COVID, law firms are grappling with new trends in marketing and adapting to new technologies. If your law firm has shelved some of its marketing strategies and has simply tried to ride the morphing rollercoaster over the past year, you are not alone. However, many businesses are hoping to move back into normalcy sometime soon, and this includes establishing a marketing plan that reflects the needs of law firm clients into 2021 and beyond. There is no better time to start thinking about your Post-COVID marketing plan, and considering these 7 steps may help you move forward when the time is right.
Put Clients First
When creating your Post-COVID marketing strategy, be sure to put the needs of your clients into the fabric of everything you do. Two elements that communicate a desire to serve your clients include providing value and optimizing their website user experience.
Putting clients first entails trying to empathize with the needs, fears and challenges of your audience. Demonstrate understanding by listening to their legal concerns, and provide resources (such as articles, ebooks, and videos) that help them with their legal journey. Offering increased value to your clients is a great post-COVID marketing goal, and an ideal way to stand out among the rest.
Optimize User Experience (UX)
Smart business owners want to maximize a client’s user experience when it comes to their website, because it can make the key difference between a visitor contacting the law firm, or seeking help elsewhere. User experience plays a crucial role in attracting new clients, and a website often only gets one shot at making a good first impression. The side benefit of pleasing your visitors is that you will impress Google at the same time, since its search algorithm is now factoring UX into its rankings. Here are some solid action steps for enhancing your website’s UX:
- Revamp your website for mobile search and voice search
- Create smooth website navigation
- Speed up a slow-loading website
- Provide simple search functionality
- Make content user-friendly and rich in visuals
- Allow visitors to easily opt out of popups
- Provide live chat or chatbots
Revive Your Blog
As the business world rejuvenates, it might be a good time to get back to blogging, or start a new one. Informative blog posts add value to potential clients by anticipating their questions and speaking to these through articles, lists and helpful how-to material. Plan ahead by scheduling writing and publishing dates, and keep a running list of ideas for future posts. If you get stuck, scan the news, peek in at a competitor’s website for inspiration, or try one of the following ideas:
- Check your FAQ page for typical questions to answer
- Comment on local changes in the law
- Address common client concerns
- Discuss the legal process as it relates to your practice
- List the ABCs of courtroom etiquette
- Define common legal terms and concepts
- Outline common myths of your area of practice
- Feature client stories / testimonials
Complete Your Online Profiles
Your online reputation is a crucial part of a vibrant marketing plan, so take some time to examine all of your online profiles. (You have maxxed out your online profiles, right?) Confirm that all online profiles contain all fields completely filled out and all contact information accurate and identical to every place your law firm is found online.
Some profile spots to check include:
- Law Directories such as Avvo, Martindale Hubbell and Super Lawyers.
- Google My Business
- Social media platforms
- Your law firm website
Enhance Your Social Media Presence
In addition to profile management, it may be time to enhance the way you engage with social media. It takes time to spread your brand around and engage with followers, but reports say that regular social media interaction is a savvy marketing move. Create some fresh new goals, which may include increased interaction with LinkedIn, the favored venue of many attorneys. Commit to regular content-sharing and connection-creating every week. Consider social media advertising on sites where your typical clients hang out, and keep providing value to your prospective clients in the form of brief, regular helpful posts.
Send An Email Newsletter
Email advertising reaches its target most of the time, so email marketing is something you should definitely consider adding to a Post-COVID marketing blueprint. Start with a law firm newsletter once a month, which can spotlight news briefs, new team members, plans for community events, and all of the ways you have served your client base over the last rocky year. Plan your newsletter publishing dates ahead of time and stick to them, because email marketing is an efficient way to stay connected with your clients — your best referral source.
Conduct a Website Content Audit
A website needs a regular overhaul periodically, to inventory and examine its content. This is called a website content audit, and it is a healthy procedure for any website. Law Quill now offers this as a service!
The reasons for a content audit include: increased performance, optimized user experience and better search engine rankings. Although the task takes valuable time, the results are worth it. A Post-COVID marketing plan should definitely consider a website content audit — especially if you have never completed one. Through the process, you might uncover obsolete material, articles that should be reworked, and broken links that need to be fixed. The ultimate goal of cleaning up your website through a content audit is to put your clients first by continuing to offer your audience fresh, relevant, top-rate content and service.
Try Something New
Keep doing all the things that have been working for you, marketing-wise. Also, consider injecting something brand new into your marketing plan. Consumer demands continue to change and technology keeps giving us new options for staying connected. Consider choosing one of these new paths to liven up your Post-COVID marketing strategy:
- Gather your long-form blog posts and use these to create an ebook you can offer to clients and website visitors.
- Host a webinar on a platform such as Facebook Live or On24.
- Transform a webinar into short, smart Instagram videos.
- Join Clubhouse, the exclusive new audio-based platform. Interactions here can circulate your brand and establish authority in your niche.
- Commit regularly to a local non-profit and support their events.
- Start a podcast.
- Create a presence on Tik Tok.
How Law Quill Can Help
This past year, your law firm has likely discovered flexibility and resourcefulness you did not know you had. After rolling with the volatility in the past year, you have a fresh perspective that can trickle down into a sparkling new Post-COVID marketing plan. Your law firm has always been about helping people, so keep doing this with excellence in the months ahead, and with some solid, revamped goals, your business may enjoy more success than ever.
We are here to help and would welcome the opportunity to visit with you for free regarding your website content! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at [email protected]