COVID-19 has hit our country with a vengeance, and most of us have spent weeks at home. Hopefully, by the time you are reading this Issue, the COVID-19 apex has come and gone. Even so, many predict we will remain in some form of sheltered, at- home status through the summer and perhaps even into early fall. Many of you have been asking an important question: Should I be marketing during this pandemic? And the short answer is Yes! But how, to what extent, and with what message? Advertising during this pandemic is NOT business as “usual;” You will need to make some important adjustments to your Marketing strategies in the following ways:
1. TV and Radio
With TV, the amount of advertising you should be doing at this time depends to a large extent on where you are in your market rankings. If you are one of the top 5 spenders in your TV market as, I suggest cutting your buy approximately 50 percent or renegotiating the buy to 80 percent of what you were getting at your full buy. If you are below the top 5, I would cut TV ads at this time, or consider running some public service announcement (PSA) styled spots in order to maintain your hard-earned local branding and create goodwill during this crisis.
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If you are already engaged in TV advertising campaigns, I suggest you cut a new commercial that lets viewers know you are still very much in operation, 24/7, and can talk with them over the phone, and sign them up remotely with NO physical contact required. As for Radio, I suggest you continue advertising, just recognize that people are no longer listening during a commute to and from work. If your current budget permits continued radio advertising, then do as for top of mind awareness. As with TV, creating a PSA style ad will resonate well with potential clients at this time, as well as spots that let them know you are still operational, working hard to help clients and still available to help them over the phone, 24/7, with no physical contact required.
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2. Website, SEO and PPC
Website and SEO: You have spent significant time, energy, and financial resources building a strong web-site, enhanced with SEO- Don’t lose your momentum or rankings now! People are home and likely spending more time than ever online. Thus, you should keep tweaking your website, and adding relevant organic content if you have the time and ability to do so. The key is to place yourself in the mind of your potential clients- and post content that will speak to their concerns. Let them know you are still operational and can help them remotely and without compromising social distancing. Continue to use strategic keywords in your content but make usage relevant and not redundant or excessive.
PPC: Evaluate your Pay Per Click (PPC) closely during COVID-19. Examine your metrics weekly and if you see your cost per case exceeding your comfort zone, then back off for now. Let your available cash fl ow dictate the extent of your PPC marketing.
3) Reviews:
Unfortunately, as you have probably found out, Google has suspended their postings in their Google Business Reviews at this time, although Yelp and Facebook are continuing online review postings. You should never stop your efforts to obtain all the reviews that you realistically can for the platforms accepting them. Continue to monitor Google closely to see when they resume online Business Reviews so you can continue to maximize this important marketing tool.
4. Social Media: Increase Your Social Media Spend Now! You are probably engaging with social media more now than before COVID-19, and so are your potential and current clients. Since we are home and expected to maintain social distancing during COVID-19, Social Media has become one of our primary means of staying connect-ed with each other. Use your firm’s voice to communicate loud and clear to your community. Post PSA styled messages letting people know where they can go for help, reiterating the need for hand washing, face masks and social distancing. Continue to share relevant legal information. Post encouraging quotes, and messages thanking the front-line medical providers, and essential workers for the critical work they are doing now. Many of those on the front lines during this crisis may well be your clients or potential clients.
The Coronavirus pandemic is wreaking havoc across our country and has created a byproduct environment where people want and need to connect and come together. Connection is our strength in times of adversity. Your social media presence is important from a humanitarian perspective as well as a marketing perspective. As a lawyer you are in a unique position to set yourself up as a thought leader in your community, that people look to for guidance and direction. This is a time where you can step up to the plate by leveraging your social media presence. It will help others now and ensure greater top of mind awareness when life returns to “normal.” I am so proud to see how many of our PILMMA members have been taking the helm to help their community as illustrated in your social media posts. Many of you have given out food cards or arranged for food to be delivered to clients, medical workers, EMTs and firefighters, or given out free swag which could be worn as facial masks. As this crisis lingers on, continue to reach out to your community, and share those efforts on social media.
5. Relationship Marketing
COVID-19 is a frightening time for everyone. Take this opportunity to reach out to your existing clients, referral sources and influencer to solidify and strengthen these relationships. I urge you to make the time to call all of your past referrals and current clients and check in on them, to see how they are doing and if there’s anything you can do for them. I promise you they will appreciate the contact and remember it long after the crisis subsides.
Although most attorneys are feeling the burn of COVID-19 on their businesses right now, this is especially true for criminal and domestic law firms, where representation requires clients to pay up front for legal services, and where courts are primarily non-operational. I’d like to offer several suggestions-
For criminal lawyers, go back through all your records to see which past clients might be eligible for expungements and then contact them and offer a payment plan.
For domestic attorneys, I suggest taking the time to write a short, 10-12-page e-book addressing current COVID-19 Family law issues such as visitation rights during shelter at home, quarantines, etc. You could also write an article or blog regarding domestic violence, since the likelihood is that this violence will increase while families are forced into prolonged proximity. This kind of relevant and current content could be blasted out on social media or shared via emails or through your firm’s white paper or digital newsletters.
Consider explaining the current available unemployment benefits or small business loans available under the new Federal Stimulus laws to your client base- many of whom will need one or the other of these governmental benefits.
6. Possible New Practice Areas:
Bankruptcy Law and Business Interruption Litigation
I have always encouraged our members to think ahead, and be proactive- looking for opportunities to stay ahead of the curve, and in front of the competition. This is even more important during the Coronavirus, when sign-ups are down. Many personal injury lawyers aren’t experiencing a large interruption in cash fl ow now but will start to feel the burn in 8 to 18 months as a result of the current 75% or more decline in sign-ups.
Now is the time to think about developing new practice areas. Covid-19 has created a financial crisis for many people across the country. Consequently, I believe that there will be a surge in BANKRUPTCY filings in the coming months. Be prepared and proactive in anticipating this increase and be ready to leverage it.
Business Interruption Claims will likely be on the rise as another consequence of COVID-19. Anticipate this development and consider adding Capitalize Business Interruption Claims to your law practice. You can do this through Facebook ads as well as short TV and Radio Commercials.
Final Thoughts: The key to remember as you Market your firm during the COVID-19 crisis is knowing your numbers- You need to be monitoring and tracking your metrics and your ROI weekly and responding accordingly. Take time to develop a proactive strategy for the duration of the crisis and thereafter. If you have any questions or would like to discuss your personal situation, please don’t hesitate to text me at 919-207-7105. ◆
