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Expert Insights: How Personal Injury Firms Can Build a Post-Coronavirus Marketing Strategy

Peter Webb

Despite continued prevention measures across the country, it’s hard to know when the COVID-19 pandemic will “end” and daily life might go back to normal. But with a few weeks of data to help us understand this new legal marketing landscape, we can start to paint an accurate picture of the pandemic’s long-term impact on personal injury law firms.

This is an important time for attorneys to get ahead of the curve. As more states begin to relax stay-at-home orders, the competition for new clients will heat up significantly. To build the foundation for a pipeline of new business, attorneys need to start evaluating their marketing plans now.

Here are a few high-level ways you can maximize your strategy.

What does a post-COVID-19 future look like for trial attorneys, and what should they consider for the rest of 2020?

Obviously, COVID-19 is a crisis nobody saw coming and that has changed nearly every aspect of daily life. As a result, we’ve seen a decline in certain case types (such as standard motor vehicle accident cases), but an increase in others (such as business interruption cases, COVID-19 contraction cases in nursing homes, and even commercial vehicle cases with more trucks on the roads). Take the time to look at which specific cases make the most sense for your firm, then tailor your marketing to suit the current circumstances around them.

Do you normally focus on motor-vehicle related cases? With people spending significantly less time in the car than normal, it may be best to turn your marketing budget toward brand-building. Looking to attract more cases that have seen a spike in frequency due to the pandemic? Focus on conversion. You should also conduct research on the platforms potential clients are using to research these types of cases.

Even if the data suggests it may be a few weeks before the phones start ringing with new cases, understand that you should never stop ensuring that you can be found by those who need your representation. With other attorneys pulling their campaigns, we’ve seen a 17% decrease in the cost to advertise digitally, so now is a great time to boost your firm’s reputation and increase your chances of being seen by potential clients.

If you’re in a position to take a more long-term approach, consider how your potential clients may prefer to learn about your firm. Video marketing can go a long way in helping your target audience learn about the types of cases you can help them with and keep your name at the forefront of their minds. If people are looking for answers late at night, make sure you have a chat feature on your website or a 24/7 answering service to prevent missed opportunities. Make it as easy as possible for your potential clients to secure your representation.

What are the top three marketing questions lawyers should ask themselves right now?

No matter what the right solution is for your firm’s specific situation, asking yourself these three questions will make sure you start off on the right foot when putting together your plan for law firm marketing during coronavirus.

1. What are my goals for the rest of the year?

First, you must decide which types of cases you’re after and conduct research as to how that market has been impacted by the COVID-19 pandemic. There are plenty of new opportunities, and other attorneys will be rushing to fill increases in demand.

2. How can I better connect with my clients?

Not only technologically, but also empathetically. The feeling that you’re on your potential clients’ side should come across in every aspect of your messaging. I recently visited a trial attorney’s website, and the statement at the top of the page read “for your safety, we are working from home.” It very well could have gone on to detail the steps their team has taken to meet clients’ needs (such as logistics about video conferencing availability) or FAQs about how they can help people affected by the pandemic.

3. How is my firm perceived online?

Your brand is of critical importance in times like these. Even if you’re the best-known trial attorney in your circle of peers, to the layman, you may be unknown. Potential clients and their families need to know who you are and why you should be the attorney they trust to guide them through their legal matter.

The coronavirus pandemic has altered Americans’ behavioral patterns and forced many law firms to stop advertising, making this a vital time to take a close look at your long-term marketing plan.

For more blog posts, infographics, and other resources you can use to make more informed decisions, visit our COVID-19 resource page. If you have any questions or would like more specific guidance about your firm’s goals for the future, don’t hesitate to contact us here.

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