Originally posted on the Colorado Women’s Bar Assocation, The 1891 Blog.
There’s not much to say about 2020 that hasn’t been said already, so we’ll cut the introspection short. Instead, we’d like to focus more on something much more concrete and measurable: the marketing strategies that have brought your small law firm success in the past year.
Navigating the ever-changing terrain of the pandemic has proved challenging across every industry. In particular, attorneys have had to deal with court closings, case postponements, and fluctuating social distancing regulations--all while striving to stay engaged with their clients. Some of the business plans they’ve devised in response to COVID-19 have produced lukewarm results, while others have brought a surprising amount of success.
Let’s dive into a few of the latter.
The first thing you want you to do when evaluating how effective your law firm marketing strategy is, is to look at the numbers. Use data from both paid and unpaid sources, as they can show you firsthand where your target audience tends to concentrate.
You’ve likely engaged with your clients on a personal level over the year, given how earth-shattering the pandemic has been for some of them. Fortunately, there’s a way to acknowledge these newly strengthened ties by sending out something as simple as holiday cards or New Year’s cards.
This pandemic has cemented social media as one of the most powerful marketing tools of all time. Naturally, you should take stock of user engagement in this area, too, as it may be the most effective way to reach prospective clients for years to come.
As the internet has exploded with business potential over the year, people have started to become much more aware of their “cyber footprint,” or the name they’re creating for themselves online with their posts and pictures. It’s not very different for attorneys, either, who may find themselves losing clients thanks to an outdated website bio or an old photograph.
Read the full blog post at the Colorado Women’s Bar Association, The 1891 Blog.