Tips for Marketing Your Law Firm in a Crisis

Marketing in COVID Times

Marketing your law practice – particularly bringing in new business – may have taken a back seat to other concerns amid the COVID-19 crisis.

But this could actually be a good time to grow your practice.

Internet traffic is up nearly 27 percent. That means there’s an enormous, eager and expanding audience for your online messaging. Reach out to them. Tell them how you can help them in these fraught times.

And don’t forget the personal touch. A simple phone call to touch base with a present or past client can make a big impression in these days of social distancing.

“It’s never been more important to connect with people,” says lawyer and marketing consultant Larry Bodine in this ABA Journal piece. “Many clients are sheltering at home and looking for reassurance. Check in on how they feel. Clients will remember the phone call and know that they are not alone. These calls are about establishing rapport, not direct selling. Nevertheless, they do produce new business.”

We scoured the Internet to find out what top legal marketing experts are suggesting you do to boost your business in these tough times. Below are some of their recommendations.

Never before have any of us experienced a crisis quite like this. But you don’t have to go through it alone if you’re insured with Lawyers Mutual. We’ll do our best to keep you up-to-date, safe and successful during the pandemic. We stand with North Carolina lawyers. It’s what we’ve been doing since 1977.

Marketing Your Firm in a Crisis

1. Become a COVID-19 legal expert. “Well-recognized thought leaders always get more business. The key is to give clients the information they want to know.” (Larry Bodine, ABA Journal)

2. Give back to your community. “Find local ways to serve using Org. JustServe.org allows someone, or anyone, to find ways to help serve their community. Heck, you could get your whole office engaged if the circumstances are right. Then take a few moments to self promote by taking some pictures, writing a blog and posting it on social media and/or adding it to your Google Posts feed. Show people, in a meaningful and sincere way, that you care about your community and sprinkle in some self-promotion to inspire others to do the same.” (Nifty Marketing)

3. Use reassuring words. “For someone who is experiencing hardship or anxiety, it helps to just know they’ve been heard. Reassuring clients often comes down to making it clear that you understand where they’re coming from, and what you’re going to do about it. In calls and emails, try to use positive language - and be liberal with thank you. When answering a panicked email, try phrases like ‘I hear you,’ ‘Those are valid concerns,’ or ‘I think I understand how you feel.’" (Laura Temme, Findlaw)

4. Look for hot practice areas. “The pandemic is creating new or expanded areas of litigation such as worker’s compensation, employment law, and business interruption insurance.” (Bob Friedman, publisher of Attorney at Law Magazine North Carolina Triangle)

5. Market to millennials. “Their expectations: free downloads, e-books and blog subscriptions; telling stories with pictures, infographics, videos; content to share on Facebook, Instagram, Twitter and Snapchat; seeing businesses give back, not just make a profit.” (Larry Bodine, ABA Journal)

6. Be interesting. “Post a video of some memorable moments that are happy or just plain funny. Put some real time into the story by learning how to storytell. This will show people you are a human!” (Nifty Marketing)

7. Tell clients when, where and how to contact you. “Keep employees and clients apprised of your situation. Remind clients that you are open and can meet remotely. Reassure staff that you are doing everything possible to mitigate the health and economic impact of the virus on your firm. Regular communication is vital.” (Joseph Fawbush, Findlaw)

8. Focus on Facebook more than other social media. “Facebook is by far the most effective social medium. 74 percent of Facebook users log in daily. Meanwhile, 54 percent of consumers said they’d be likely to hire a lawyer with an active social media presence. For millennials, that rate jumps to 72 percent.” (Larry Bodine, ABA Journal)

Lawyers Mutual is the only legal professional liability insurance company that has been protecting North Carolina lawyers continuously since 1977. Our motto, “Here Today, Here Tomorrow,” is more than a tagline. It’s our commitment to the lawyers in this state.

Jay Reeves practiced law in North Carolina and South Carolina and is author of The Most Powerful Attorney in the World. He helps lawyers and firms improve their well-being and create a saner, more successful Law Life. He is available for talks, presentations and confidential consultations. Contact jay@yourlawlife.com or 919-619-2441.