5 Tips To Market Your Law Firm in a Post-COVID World
Like many other brick & mortar businesses, it has become imperative for legal businesses as well to transform themselves digitally because of the ongoing COVID-19 pandemic. Many firms have adapted to work remotely and use video conferences to manage clients and cases.
Demand for specific areas of law has increased. Bankruptcy and foreclosure attorneys are expected to be in high demand with the CARES Act Eviction Moratorium(CAEM) expiration and an additional $600 a week federal unemployment benefit.
With many businesses working and operating remotely, employment law will grow to include more cases such as workplace disputes. The need for attorneys skilled in cybersecurity matters is also in high demand. The market for divorce lawyers is also booming in the lockdown and pandemic world.
Although there’s increasing demand for specific areas of law, only a few law firms that have entirely transformed their traditional marketing to digital marketing are taking advantage of this massive demand rise.
Digital marketing is an essential aspect of running a law firm. This article has provided five essential tips to improve your law firm marketing during the ongoing covid-19 pandemic and in the post-pandemic world.
5 Tips To Market Your Law Firm in a Post-COVID World
1. Improve Your Online Presence and Brand Awareness
It is the best time to work on your firm’s online presence as more people are online now more than ever.
Consumer behavior has been changed drastically due to COVID-19 and lockdown restrictions from the past several months. Several tech stocks like Netflix and Facebook have skyrocketed as most of the population is spending time on the internet. Law firms can take advantage of this shift in consumer behavior as most prospects are searching for an attorney online.
Having a robust online presence can help build your brand and bring new clients. Plus, it makes your firm more accessible to potential clients so they can easily find you online.
One of the best ways to boost your firm’s online presence is to regularly update your social media profiles like Linkedin, Facebook, Twitter, and Instagram. Optimize your firm’s website for both mobile and desktop. Ensure all the pages and blog posts are optimized for their focus keywords.
Create valuable and updated content. Invest in search engine optimization(SEO) and search engine marketing(SEM) for maximum outreach and to increase inbound leads.
Build a robust Google My Business(GMB) profile with updated information. It will help you boost local SEO rankings and attract more local clients.
2. Elevate Your Content Marketing Efforts
Very few law firms take advantage of the power of content marketing in this digital world. If content marketing is in your strategy, start by creating an editorial mission statement that guides your content creation efforts.
When developing your law firm’s content marketing strategy, think niche-specific. The more niche-specific the audience, the better targeted your content can be. It is always better to do one thing excellently instead of multiple things poorly.
3. Repurpose Existing Content
It’s always a brilliant idea to repurpose your existing content across your blogs and videos to generate the most traffic from multiple channels. It involves taking the existing content on your website or blog and turning it into other forms of content like videos, infographics, Slideshare, or email newsletters.
For example, if you have an old blog post that’s been popular and ranks well on SERPs, you can turn it into a video script for a video that you can record and publish on YouTube. Similarly, you can take essential points from the blog and turn them into an infographic. You can share that infographic all over the internet like Pinterest, Instagram, Facebook, or Linkedin.
If your infographic is informative and aesthetic, many websites will share it across their websites and link it to you. This way, you will get backlinks and also get you more referral traffic.
4. Use Video Marketing
It’s an excellent time to increase your law firm’s authority by producing valuable information for your audience. Most of the prospects are
Creating video content may sound like a challenging and time-consuming task. You can create quality videos instantly as long as you have a webcam or smartphone and free video editing software like iMovie. It doesn’t cost you any dollars. However, you can always outsource the editing part to a trustworthy law marketing agency like Oamii if you have already partnered with any for your other marketing activities.
Record valuable videos relevant to your area of expertise and publish these videos on YouTube. As per a study, a whopping 78% of people consume online video content every week, and 94% of businesses that already use this type of content will keep using it.
Take questions from your followers across YouTube, Twitter, Facebook, Linkedin, and Instagram. Answer those questions in your videos. You may not be able to give legal advice on a public platform. Speak to any general concerns they may have and give them a call-to-action if they want legal advice on the issues you discussed.
Collaborate with youtube influencers in your niche to reach out to the maximum audience during the initial phases of your youtube journey.
5. Publish COVID-19 Related Content
Many legal issues have emerged during COVID-19 due to job loss, work-from-home disputes, familial stress, etc. There was also an increase in demand for specific areas of law, as discussed earlier. That means people will be on the quest for authentic, valuable information about hiring a lawyer and navigating the legal system during COVID-19.
Hop on to Google Trends and Google Keyword Planner and come up with long-term keywords, which are a combination of COVID-19 and legal systems. Following are few examples:
1. How to hire a lawyer during a lockdown?
2. Can I still hire a lawyer during COVID-19?
3. Can I file for divorce during COVID-19?
4. Are the courthouses open during COVID-19 lockdown?
An increase in marketing spending during a recession has increased a firm’s financial performance throughout the year. Your firm can adopt these five marketing strategies to increase your brand authority, traffic, and lead generation during this crisis. We suggest you contact us at Oamii to help you market your firm and build your business book during these crucial times. Please fill out our contact form, or call us at 561-228-4111 today.