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2 Ways Law Firms Can Pivot Their Marketing Strategies During COVID-19

Angela Wearn's Headshot Angela Wearn Executive Vice President for Personal Injury

The coronavirus pandemic has created a deep sense of uncertainty for many businesses (and their clients), including law firms.

While some industries struggle to keep up with the changing needs of their customers, others are adapting quickly and developing new ways to keep their clients happy — like local restaurants updating their accessibility via delivery options and gyms offering exclusively online classes.

But these aren’t the only business types that can adapt their digital marketing strategies to better meet the needs of their customers. Law firms can, too.

Here are two strategies your firm can implement today to continue helping clients and driving new business during the uncertainty of COVID-19:

Strategy #1: Social Media Videos

Even in the midst of coronavirus, potential clients will have questions, and legal professionals can answer them easily online — even before customers ask.

Five- to ten-minute videos taken from an iPhone or Android device can answer common questions quickly and effectively and are easy to share on not only business profiles, but Facebook groups and related pages as well.

A personal injury lawyer looking to generate brain injury leads, for example, could create a video series answering common questions about TBI.

Topics are easy to find as well. Think about the common questions asked by brain injury clients, or explore additional topic ideas using Google’s “People also ask” search results or answerthepublic.com.

Benefits of this strategy:

  • Establishes long-term authority
  • Builds trust with potential clients now — and in the future
  • Leverages decreased competition
  • Increases brand exposure (and recall)
  • Can lead to more cases with low cost per lead (CPL) and cost per acquisition (CPA)

Quick tips for effective social media videos:

  • Know your audience. This strategy works best when you, the expert, understand your target audience and their needs.
  • Understand your clients’ concerns and fears, then give them answers. Build content that addresses the direct need of your potential clients and puts their minds at ease.
  • Create question-based content (5-10 minutes). A brain injury client, for example, may want to know the answer to the question “Can I sue for a brain injury?” Answer this question thoroughly and help potential clients understand their legal options.

Finally, don’t worry too much about touching up your videos. Filming from a phone can produce video quality that is high enough to be professional but doesn’t appear like an advertisement. Again, the goal of the video is to offer value, and videos that strike a balance between professionalism and casually informative tend to be the most successful.

Provide value, not a sales pitch

During times of uncertainty, potential clients are — more than ever — looking for help, not a sales pitch. While the goal of any digital marketing strategy is to drive business, the way to do this is through value.

Instead of focusing on how they can “leverage” the uncertainty and marketing opportunities brought about by coronavirus, lawyers and firms should instead position themselves to do what they do best: help people.

Talk about past success stories.

That said, attorneys shouldn’t be afraid to talk about their qualifications. If your audience is uncertain, fearful, or confused, they need a lawyer they can trust.

One of the best ways attorneys can establish this trust is by sharing a past example of how they helped another client in a similar situation. Open, honest advice and useful information speak volumes more than a “pitch” ever could.

Strategy #2: Collaborate with Local Media

Local media outlets and reports are a good vehicle to reach a larger audience and provide additional value to potential clients.

Obviously, COVID-19 is the most-reported topic right now; however, the implications of coronavirus are far-reaching and not limited to medical professionals. Legal experts can provide valuable insight and responses to COVID-19 as the story develops, along with follow-up content after local stories break.

In some cases, law firms may be able to leverage their unique perspective and insight that reporters may not consider.

Benefits of this strategy:

  • Builds trust and credibility (immediate and long-term)
  • Offers free publicity on news and media outlets
  • Creates brand lift (exposure and recall)
  • Lowers CPL and CPA

How law firms can collaborate with local media:

  • Research local news websites (ABC, NBC, CBS, etc.) and find reporters for the local community. These reporters don’t have to be “big” anchors; they should be the people on the front line developing stories.
  • Locate their contact information (email address, Twitter handle, etc.) and send them suggested content ideas for news segments. Most reports are active on Twitter and, thus, easy to find online.
  • Provide honest, helpful, and insightful content. Content is most useful when it supplements their most recent stories (i.e., if a reporter just announced a local business that shut its doors because of COVID-19, business attorneys could follow up with content about how businesses can protect themselves against the same thing).

Just like social media videos, news story pitches shouldn't be anything more than straightforward, useful information. They should avoid coming across as “sales-pitchy.” Instead, focus on providing valuable insight that only an expert in your field can offer.

Focus on content that already exists and provide commentary

This strategy is most likely to be successful when the pitches supplement content that reporters are already creating. The goal is to add value and leverage the unique perspective of individuals in the legal field.

Additionally, keep in mind this is a long-term strategy. Often, it takes several attempts before a reporter decides to feature a pitched story, so don’t lose sight of the fact that it will take effort and, more than likely, several tries.

Finally, if a video or story is featured, don’t forget to share it on social media for added value for website visitors and future clients.

Scorpion is committed to staying on top of the latest developments with how coronavirus is impacting the legal industry, and we’re here to help law firms succeed during these uncertain times.

Stay tuned on our blog for more COVID-19 updates and tips, and don’t hesitate to contact us if you want to learn more about how we can help your practice.

2 Ways Law Firms Can Pivot Their Marketing Strategies During COVID-19
About the Author
Angela Wearn's Headshot Angela Wearn Executive Vice President for Personal Injury

Angela Wearn is the Executive Vice President for Personal Injury at Scorpion. As a leader of our Personal Injury marketing division, she works to build and monitor growth of specialty areas within the personal injury vertical and also ensures the success of each individual client. She has also worked for the past 6 years throughout all branches of our legal verticals. Angela currently lives in Southern California and when not working she enjoys, reading, baking and spending time with family and friends.

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