Marketing Legal Practices in an Evolving Landscape
● Marketing During a Demand Shock
● Be Innovative
● Google Ads: What to Consider
● DIY: What You Can Do to Help Yourself
● A ‘Fundamentals’ Checklist
We’re all facing a new normal ... and striving to keep the wheels of our businesses rolling. But as all of you who have faced uncertainty in the past know, we’ve been here before.
And past disruptions have taught us one thing: Clients who remain active are the ones that grow and come to dominate their markets.
But how do you go about keeping your pipeline full in this new economy? And how do you evolve to address changing behaviors?
Marketing During a Demand Shock
The internet is your bridge to clients now so take advantage of technology to stay in touch with them and build relationships with future clients.
While it's true that consumers are hunkered down at home, they are still “out and about” online. So let’s take a step back and survey how to optimize your position in this new landscape.
Be Innovative
Now's the time to be nimble when it comes to online advertising. Search traffic may be down, but on the plus side, the users that remain are highly motivated and the costs per click have dropped. Have you adjusted your ad tactics to take advantage of the shift?
Another consideration: Have you checked to see if your competitiors panicked and abandoned the online marketplace? If so, now is a perfect time to expand your ad presence at a reduced cost and capture market share.
To get the latest weather report on shifts in online advertising, make an appointment with your Einstein online advertising specialist.
Are you Offering Virtual Conferencing? If so, let your clients know. If not, now is the time to get up to speed on virtual technology. We're glad to help you implement these services on your website and spread the word online.
Video and Webinars. Is it time you got in front of the camera ... or your smartphone? Live streaming is easy to do. Not sure what to talk about? How about letting clients and prospective clients know you are up and running. Or step it up a notch by presenting a webinar to discuss the latest topics. Or just introduce new team members.
Both webinars and video are excellent fodder for blogs and social media. Let us know if you have questions about implementing or promoting virtual technology to reach across the digital divide.
Google Ads: What to Consider
Are Google Ads the right tactic in this changing economy? Yes. But there are a few provisos to consider to adapt to the times:
➽ Buy Media Based on Demand not Volume
● The Competitive Landscape — Several practices have closed up shop or stopped marketing altogether. In the world of Google Ads, that's like playing football against a team that's a no-show; the field is wide open. What we are seeing online is less competition for ad slots, lower prices for clicks on ads, and a higher response rate. The end result: Practices are acquiring new clients at a lower cost with less effort.
● The Cost of Clicks — While you may dedicate a specific budget for marketing each month, the reality is that search marketing isn’t a fixed cost. It’s a moving target based on available inventory and the demand for that inventory. If inventory declines so does your cost. At Einstein, we never spend the allocated budget just to spend. The strategy is to optimize your budget to get the maximum return on investment. If demand isn’t there, (i.e. people aren’t clicking on your ads) then you won’t be incurring costs.
● Search Impressions — With social distancing the standard of the day, search activity for several services has decreased, but it hasn’t disappeared. And, importantly, even though search impressions are down, the people still active in search are clicking and converting at a higher rate than before COVID-19.
➽ Stay Relevant
Update your messaging both in your ads and on your website to stay relevant to the times. Users and Google alike both want relevancy. Regardless of whether you mention COVID-19 in your ad copy, do talk about what you are doing to make your services convenient for clients and what steps you are taking to keep clients safe.
If you need guidance, scedule a session with your account executive to discuss new tactics for the changing marketplace.
➽ Work Towards the Future
● Ads Aren’t Just for Conversions — We all want clicks, but ads are also important tools for increasing your visibility in search results and a vital precursor to a click. Even if people aren’t clicking on your ad and booking appointments, an impression now increases the chances of a click tomorrow. That's because the more consumers see your name, the more trustworthy and credible you become, increasing the likelihood they'll choose you in the future. (In psychology, it’s called the Mere Exposure Effect.)
● Maintain Your Pipeline — Most people don’t book appointments for the same day, but in the future. Dialing back marketing efforts means you will be depleting your pipeline and creating a longer time to ramp up to normal once restrictions are lifted. Plus, dialing back also makes people wonder if you'll return when the situation stabilizes.
● Think Outside the Box — Is it time to consider new markets or tactics? For example, instead of going after new prospects, some hard-hit businesses are using remarketing campaigns to build relationships with people who've already indicated an interest via online activity. With some limitations, lawyers can also remarket to past clients and website visitors to encourage them to return. Once back on your site, they are more likely to convert as compared to a first-time visitor. Consider brainstorming with your Einstein account executive to discuss a remarketing campaign or to try other tactics that better address this new normal.
DIY: What You Can Do to Help Yourself
Investing in your website now sets the stage for a strong showing when the crisis eases. Use this slower time to tackle those impactful SEO and marketing tasks that slipped off your plate when you were busier.
For starters, huddle with your account executive and map out a fresh content strategy for today’s new normal while also preparing for a rebound when consumers return to the marketplace. Bump up your use of social media, email, or other channels to provide clear, transparent support and communication with clients. Let them know you are ready to help.
And, if you've got time to spare, take matters into your own hands by creating content for your website and social media yourself.
Investments you make in your website now will continue to pay off after today's uncertainty passes. If you are going the DIY route, here are some tactics to consider:
➽ Reassure Clients
Be sure to add a COVID-19 announcement to your Home Page as The Family Law Firm of Donna J. Smiedt did. This timely information reinforces your commitment to high standards and explains the proactive measures you are taking to protect your clients' welfare. You can also add custom content regarding COVID-19 to your home page to improve your site's relevancy.
Contact Einstein if you would like to implement our free Global Annoucement Tool to create a COVID-19 alert on your website like the one above.
➽ Stay Visible
People stuck at home are bound to be scrolling through social media, so be sure to maintain your presence on Facebook and any other platforms you use. Let clients know you are ready now and in the future to address their concerns.
If you have extra time on your hands, spend it wisely and create an inventory of Facebook and social media posts that you can use now and in the future. You’ll be thankful for your stockpile of posts when business picks up again.
ProTip: Do you have an important message that you don’t want lost in the social media scroll? Pin important posts to the top of your Facebook Page.
➽ Work on Your Reviews
Have you taken the time to respond to reviews you already have? Replying builds your relationship with clients and impresses prospective clients too.
Maybe it’s time to create a reviews policy and train an employee to manage future online reviews. Take an extra moment to coach them on how to respond to negative reviews or escalate them to the right person at your practice.
A ‘Fundamentals’ Checklist
With practice hours shifting and mandatory shutdowns, it’s easy for information to go out of date, making it hard for clients to reach you. That can leave them wondering if you’ll open your doors again.
Google is urging businesses to update their Google My Business (GMB) information to let people know what has changed. Here’s a checklist of fundamentals you may need to address on your website, GMB page, and at Yelp:
● Are you operating on special hours? Update the times your practice is open.
● Make sure your contact information is correct.
● What steps are you taking to avoid the spread of COVID-19?
● Consider adding a personal message to reassure clients that you are ready to address their needs.
We also recommend checking to see that your communication systems address any changes in handling emails and phone calls. For starters:
● Forward your emails to appropriate mailboxes, including your smartphone, so you are quickly alerted to client queries. Refer to this link for Einstein Email Help.
● Forward your telephone calls to phones that get answered. Contact your IT manager or phone service provider if you need help.
Takeaways
The internet is your bridge to clients now. Think long and hard before you burn it down.
● The lessons of 2008: Clients who left the playing field faced a long-term, uphill battle to recover. But those who stayed the course lept to the forefront and are the ones that are dominating their markets today.
● Google Ads: You only pay for clicks. And even if clicks are down, ads provide valuable “impressions,” which build trust and credibility with prospective clients and don’t cost a dime. So instead of leaving the space entirely, review your ad campaigns with your account executive to see what strategy and options will work for you.
● SEO is the long game: Investments you make in your website now will still bear fruit and build your market share. On the other hand, panicking can cause long-term damage to your online presence, decreasing your visibility and future revenue.
● Use this time to strengthen your relationships with current clients and build recognition and connections with new ones. If you wait until the crisis subsides, you may get lost in the crowd as the returning competition floods the online marketplace.
Need Help?
If you have questions about updating your website or mapping out a strategy to adjust to the changing landscape, please reach out to us.
The Einstein Team is ready to help. Fill out the form below, call your National Account Executive, or reach out to the Client Success Team at 858-459-1182.
