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It's not all doom & gloom

View profile for Adrienne Halladay
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There is no doubt that times have changed, even from just a mere couple of months ago. As the COVID-19 pandemic and response continue to evolve, we are seeing major shifts in our economy and our lives. The arrival of COVID-19 has not just brought about a nationwide lockdown, it has also brought about businesses and law firms needing to seriously look at how they can differentiate marketing their legal services at this present time and also moving forward, once lockdown is over.

For some law firms, this nationwide lockdown may result in more clients and cases in the long run.

Although COVID-19 is bad news for rocky marriages, it’s good news for divorce solicitors, likewise, there has been a significant rise in domestic violence and children matters during the quarantine (Calls to a national domestic abuse helpline rose by 49% and killings doubled weeks after lockdown) with the expectation that there will be a surge of family law instructions once lockdown is over.

Along these same lines, we’ll likely see a lot more cases in the coming months for firms that specialise in the following:

  • Insolvency or debt recovery
  • Employment
  • Business interruption insurance/franchises
  • Boundary disputes
  • Landlord and tenant disputes
  • Nursing home abuse
  • Personal injury
  • Probate matters

The future for many law firms is not as bleak as most law firms were saying at the beginning of lockdown.

Whilst in lockdown your future clients are spending more time online than ever before and are in a good position to reach out. If you don’t take advantage of this unique situation, your competitors certainly will, so now would be a good time to invest more in online and digital marketing.

Smart law firms need to be looking at their existing marketing plans and need to be updating them now and not waiting until all this blows over. COVID-19 has proven that we can work from home, businesses are still able to function effectively, and work is carrying on in the ‘new normal’. All of this is possible because as a nation we have embraced this new digital world and this new reality is resulting in a huge shift in data and digital marketing.

When looking at your marketing plans, you will need to be considering the following 5 points:

  1. Reevaluating your current marketing strategy – is it fit for purpose today?
  2. How to improve your website visibility – small changes can have a massive impact
  3. Transitioning ‘traditional’ marketing spend to digital – increasing your ROI
  4. Exploring digital advertising tools to expand your target audience reach – your clients have more choice than ever before.
  5. Not missing opportunities – tracking key business across your law firm

If you need help with reviewing and updating your marketing plan, I together with one of the law firm digital marketing experts from Conscious Solutions would be happy to offer you support and guidance from an external perspective and we could work with you on formulating a new bespoke digital marketing plan for your law firm.

The result will be a structured strategy covering the key areas to help improve your law firms position in the market, ensuring your law firm is in a better position than your competitors.