Marketing has always been a necessary and integral part of a successful law practice.
However, the COVID-19 pandemic has created even more marketing challenges for lawyers.
For lawyers who use the relationship-building technique for developing new business, the options available have narrowed. While networking has been an excellent way to develop business, with the virus, meetings in which you can connect personally with prospects, are just about nil. Likewise, meeting one-on-one for lunch or dinner no longer works as much.
In the hierarchy of marketing tools, direct contact is usually at the top of the list in terms of effectiveness. With this no longer being an effective option, what options do ambitious lawyers have?
A resourceful lawyer or law firm will adjust to the new circumstances. Some will not and will suffer a loss of business, possibly significant. The smart way to go is to look at other marketing tools and adapt.
For the majority of practice areas, relationship marketing is the way to go. Still. “People do business with people they know and like (and trust).” Your job as a marketer is to get prospects to know you and like you.
Let’s assume you are likable, the job then is to get prospects to know you. Take the direct contact method and modify it to indirect contact.
Here are some suggestions:
You already use it, how about amping it up and contacting more contacts and prospects or contact them more regularly? Think of a reason to reach out. Perhaps a question you have that the person could answer for you. Or a tip or some information that would be useful to them.
If you created a PDF checklist or guide for potential clients in your niche, you could easily get their emails and send them emails later. You could market your services to them without necessarily advertising.
Telephone
Like email but even better; you can have a conversation with a back and forth. Talking will give you a more personal contact with your prospective clients and allows for improvisation. Be sure to have a reason for the call though and don’t waste their time.
Prospective clients could also reach you when they find your telephone details on your social media pages.
Video Calls
Yes, we are beginning to loathe them but there are a lot of Zooms out there that you might work for you marketing-wise. The goal, just as in in-person networking events, is to find person(s) you want to connect with for a later non-Zoom conversation. Of course, if you have something to say, all the better, but be polite.
Webinars
The same thing, they are an opportunity to connect. You can attend or, better yet, if you have an expertise to share, set one up, it isn’t hard. You can also record it (Zoom calls too) and use it in your indirect marketing. You could send a link to the webinar or Zoom call in an email to people you know, prospects, etc.
Videos
Possibly the most overlooked, and yet one of the most effective methods, of marketing! It works especially well for lawyers. Having a video(s) on your website gives prospective clients an opportunity to see you walk and talk.
It shows them you know your stuff. People have lots of legal questions in your practice area that you could answer for them. Do some searches on YouTube and see what other lawyers are doing. AND, YouTube is the 2nd most popular search engine-right after Google! Upload your videos to Google, even set up a channel for your firm, and your videos will be searchable by Google.
These are a few suggestions.
I expand on other marketing tools and strategies in my Ethical Marketing for Lawyers eBook.
What are some other ways you can connect with prospective clients indirectly to get them to know you and like you? Let me know in the comment section below
Whatever marketing tools you use, make marketing an integral part of your law business.
If you’re willing to commit to six months of intensive work on marketing in 2021, your life and career will change forever.
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