Marketing Strategies for the New Normal – Part 2

Last week we focused on the importance of being client-centric – always good advice. Today we talk about two specific action steps designed to help you connect to potential new clients.

Post Social Media Videos

Five- to ten-minute videos taken on your smartphone or tablet 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.

Need ideas? Use Google’s “People also ask” search results or answerthepublic.com.

Reach Out to Local Media

Using local news websites, reach out to field reporters. Find their contact information or Twitter handle and send suggested content ideas for news segments. Marketing expert Angela Wearn: “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).”

Tips for Implementation

If either of these strategies appeal to you, all credit is due to expert Angela Wearn. For more advice on how to make videos or offer content to reporters, check out her post.

All Rights Reserved 2020 Beverly Michaelis

Marketing Amid COVID-19 – Part 1

How do you market your law firm during a crisis?

Instinctually you may recoil at the very thought. Burying your head in the sand probably sounds more appealing.

When state-at-home orders were first issued, priority one was deploying technology to work remotely. Law firms put their heads down and focused on getting work done. New client intake dropped precipitously. Prospects assumed firms were closed and lawyers were preoccupied coping with the new normal.

Four months later we are feeling the effects of stalled marketing efforts. It’s time to make adjustments and pick back up where we left off.

Advice from the Best

Fortunately good suggestions abound and we will explore them during the month of July. First up, thoughts from two members of the LMA (Legal Marketing Association) on how to elevate existing client relationships.

Clients Today Mean Business Tomorrow

Referrals are the backbone of any business. Clients won’t forget if you are there for them during a time of upheaval.

Call

Pick up the phone and talk to existing clients. Support them personally and professionally. Offer hope. Focus on client priorities. Ask: “What do you need from us to get through this?”

Distill

Give succinct advice. Clients are overwhelmed, under pressure, and want quick, understandable answers. Avoid long-winded responses or text-heavy content on blogs and web pages. Decipher and distill. For frequently asked questions, create brief email alerts or a five minute podcast to which clients can subscribe.

Become

The best advice? Be accessible. Clients should see you as a trusted advisor they can reach any time – within reason.

Read the full LMA article here.

All Rights Reserved 2020 Beverly Michaelis

Westlaw’s New Search Tool – The Carat ^

From our friend The Researching Paralegal, a great legal research tip!

Westlaw has added an important search term, the carat (^) (shift 6 on your keyboard). This allows you to put more emphasis on a search term. To use it, place the carat symbol right behind the term you want emphasized.

Here is a further explanation from Cleveland Marshall College of Law Library Blog:

You can use the caret in the main search box or in Search Within Results. An example of a search is:

liability /p (park^ or recreation or camp!)

This would place the emphasis on the term “park” and your results will be somewhat different if you run the search with or without the caret.

You can read more about Search Term Emphasis in the Search Tips document that you’ll find linked to the right of the main search box in Westlaw.

Find the caret symbol above the 6 key on a standard qwerty keyboard. Not to be confused with the carrot.

As The Researching Paralegal reminds us – If you need a refresher on Westlaw Edge, check this out:

Westlaw’s Guide to Law Review Research.

All Rights Reserved 2020 Beverly Michaelis

How COVID-19 Will Change Solo and Mid-Size Law Firms

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A recent report by Clio assessing the impacts of the coronavirus on the legal industry and consumers found that the virus has created a 40 percent drop in the number of new legal matters opened per week. Almost half of the polled consumers said that if they had a legal issue, they would delay seeking legal help until after the virus subsided. Further, 22 percent of consumers indicated they were under the impression that attorneys stopped working altogether because of COVID-19.

From our friends at NW Sidebar.

This post focuses on how COVID-19 is likely to affect small to mid-size law firms. I encourage you to read the full post. Here are some key points of interest:

Life is different and also the same. Clients expect you to cater to their needs. Put yourself in their shoes and you will do well.

All Rights Reserved 2020 Beverly Michaelis

 

What We Know Now About COVID-19

The science around COVID-19 is changing so fast that even the valid-but-evolving research findings seem to blend in with the misinformation coming in from all sides.

Learn what scientists are saying now about how the coronavirus is spread, whether to wear a mask, who is at risk, and social distancing – all courtesy of Oregon Public Broadcasting.

Curious about how a vaccine would work? Check out this video

OSB COVID-19 Response

For the latest information from the Oregon State Bar, visit the COVID-19 Response page.

On that note, the OSB needs bar exam proctors to staff four separate exam sites in Portland, Salem, and Eugene. Applicants will be separated into multiple rooms at each location.

If you are available July 28 and/or July 29 and would like to serve as a proctor, complete the OSB Bar Exam Proctor application form, which includes descriptions of proctor responsibilities and requirements.