How has COVID Affected Marketing for Attorneys?

Every industry has felt the effects of the COVID-19 pandemic, whether through decreased profits, business operations, or both. The legal industry is no exception, as attorneys turn to remote means of operations and struggle with courts closing, reopening with restricted measures, and closing again. E-documents and video conferencing have become paramount to successfully practicing law in the coronavirus era, and they are expected to continue as the new norm into the foreseeable future. However, the day-to-day operations of a law firm are not the only aspects of the industry that have been affected. Attorney marketing faces particular challenges due both to COVID and to the emphasis on technology, which has been increasing for some time.

Online culture has expanded enormously in a world where stepping outside is increasingly unnecessary.

According to Vox, the average American adult spends three and a half hours each day using the internet on their mobile device. This is already an extremely significant number, but if one considers how much time the average adult likely spends using the internet on non-mobile devices as well, this time becomes altogether staggering. The importance of engaging on and with online opportunities to reach potential clients has never been more important and is only increasing in an era where in-person activities are extremely restricted. As a result, grocery stores, restaurants, and even law firms have all sought to offer remote means of purchasing and engagement, but for these methods to be effective, their marketing efforts need to follow.

Clients want to know how your firm conducts business in light of COVID concerns.

Don’t wait for a client or potential client to ask how your firm ensures both physical safety and working efficiency in a time when so much is uncertain. It’s a good idea for attorneys and law firms to be proactive in discussing the state of the industry and new accepted protocols with the people who care—namely, clients. If you haven’t already, or if it’s been a while since you last did so, updated your website and social media profiles to inform visitors about what they can expect in working with you during the pandemic and beyond.

If you or your firm do not currently have a strong online presence, including blogs, attorney videos, and social media, now is the time to make the change. Attorneys and law firms who do not adjust to a culture where both business and social life are primarily conducted online risk being left in the dust and losing out to others in the industry who have proactively kept up with the times.

Marketing efforts that have become particularly important in the COVID era include the following:

• Blogs: Now more than ever, potential clients want answers to their questions fast. A great way to display your experience, training, and authority industry is by taking the time to craft blog posts explaining common legal practices, jargons, case types, and to give clients a feel for your voice and understanding. This can also help clarify for potential clients exactly what type of cases you are looking to take on. One of the biggest pitfalls attorneys run into when blogging is failing to stick to a set schedule; it’s a good idea to commit to uploading a new blog post once a week, or at least twice a month.
• Social media engagement: It’s no secret that social media has become an integral part of most people’s daily lives; attorneys and law firms can take advantage of this fact by maintaining an active presence on the social media platforms of their choice. Facebook, Twitter, and LinkedIn are all popular choices for attorneys, although they are by no means the only ones. Social media is a great place to share original blogs, relevant articles from other trusted sources, and even the occasional funny meme or cute animal picture that is in some way relevant to your industry. Like blogs, social media posts and engagement should also occur on a set schedule.
• Attorney videos: Attorney videos might be one of the most important pieces of a modern attorney marketing campaign. Studies have shown that even before the pandemic, many people prefer watching videos over reading written material. Effective legal marketing requires attorneys to understand and engage with whatever medium is popular with their clients at the time; currently, attorney videos are popular and only continuing to become more so. Attorney videos are a great way to synthesize that face-to-face interaction that law firms are having to give up due to social distancing measures. In these videos, attorneys can display their personality, compassion, and industry authority by answering frequently asked questions—or better yet, by answering the questions clients should be asking.

To learn more about attorney marketing in the COVID-19 pandemic, reach out to AskTheLawyers™.