Creative Legal Marketing Ideas – Part 4

Our final installment on marketing during COVID-19 comes courtesy of Nifty Marketing. Review these suggestions and choose three that appeal to you. Set aside times in your calendar to implement each idea. Copy and paste the details or link from the original post to refresh your memory when the appointment day arrives.

Commitment

Committing to a calendar date increases the chance you will actually follow through. This is critical because our first instinct in a crisis is to ignore marketing altogether. Unfortunately this isn’t a realistic long-term strategy. Eventually you will run out of work. Better to jump start the process now of reaching out to potential new clients.

Taking Action

Speaking of taking action – if you haven’t embraced specifics from any prior post this month, then schedule time to do so. Make time on your calendar to skim through the ideas again. Pick three that make sense for your practice and schedule out implementation dates.

Regaining Control

By committing to six marketing ideas – three from today’s post and three from prior posts – you are taking back the future of your practice. Action produces results. It spurs on more action, and we feel better for it.

Today’s Marketing Ideas

  • Figure out ways to give back
  • Serve when possible
  • Learn how to be a storyteller and share via videos
  • Utilize your Google posts feed
  • Localize your Google My Business (GMB) page
  • Update your GMB hours of operation
  • Help other attorneys
  • Create a Facebook ad

Read about the details here. Don’t forget to copy and paste the relevant text (or the link) into your calendar when you create an implementation appointment.

All Rights Reserved 2020 Beverly Michaelis

12 Ways to Market During COVID – Part 3

Today’s marketing tips come courtesy of the ABA Journal. Here are the highlights:

1. Call current and past clients to check in on how they are coping.
2. Turn your attorneys into visible experts online.
3. Spend four hours per week on business development.
4. Beef up your website to get new clients.
5. The more you blog, the more clients you will get.
6. Build good word of mouth with online reviews.
7. Out-market your competition—figure out how much to spend and where to spend.
8. Market with millennials in mind.
9. Make sure your website is easily accessible for mobile users.
10. Set up a video studio.
11. Your attorney bio should not be a dead end.
12. For social media, focus on Facebook and forget the rest.

I encourage you to read the full article. The author, Larry Bodine, has excellent insights and marketing data to back up each of his recommendations. He also shares specific action steps you can take now.

Have we heard some of these ideas before? Yes. Reminders never hurt. There are also plenty of new suggestions. If you implement even one or two of Larry’s suggestions you will be ahead of the game.

All Rights Reserved 2020 Beverly Michaelis

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