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.
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?”
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.
The best advice? Be accessible. Clients should see you as a trusted advisor they can reach any time – within reason.
All Rights Reserved 2020 Beverly Michaelis