How to Pivot Your Legal Marketing in a Crisis

In the midst of the global COVID-19 outbreak, self quarantines and social distancing have thrown a wrench into the day-to-day operations for many law firms across the country. Legal marketing during a crisis such as this is a delicate act. With many companies and individuals suffering from anxiety, fear and financial struggles, traditional marketing efforts that focus exclusively on recruiting new clients, fall on deaf ears, but there are still ways to effectively share your message. Here are some tips on what to say, sell and do during a crisis such as the one we’re living in. 

Create a New, Nimble Marketing Plan

If you had a content marketing plan in place prior to the coronavirus outbreak, give yourself a pat on the back for following an important step, but for now put that plan aside. Hopefully, you’ll be able to return to it sooner rather than later, but in the meantime those messages will not likely be what resonants best with your audience. Use this time to publish content that will help others during this difficult time and become their resource for the latest legal news and updates. 

Using our agency as an example, we’ve recently shared blogs about how to salvage presentations and conferences with online video as well as how to get employees to become brand advocates. We’ve also used our social media channels to share our favorite shows to binge during the quarantine. But generally speaking, what skills or processes can you offer to your clients that will help them not feel so alone? How can you meet them where they’re at (figuratively speaking) so they can overcome some challenges and get through this time?

Focus On Being Resourceful

If you were routinely sending eMarketing messages to your audience, you will need to re-look at your content and adjust your schedule accordingly. The last thing you’ll want is for an automated message about next week’s business mixer blasted to all your clients. For some people there might be an immense amount of downtime, so you could actually see an uptick in your readership. However, try to keep your e-blasts to once a week, highlighting any expertise you have that would aid others during this crisis. Perhaps one of your attorneys could provide a more thorough breakdown of recent regulatory policies to help organizations manage compliance. While you may not see an immediate business partnership from these efforts, they will increase your relevancy and trust in the eyes of your audience. 

On social media, again be mindful of your content. Now is also a great time to ask for reviews to continue to drive engagement from your followers. Google Reviews, Yelp and LinkedIn recommendations can be useful resources for your business when they are utilized. With many people confined to their homes for most if not all of the day, ask for a moment of their time to share a review about your firm. As positive feedback increases, so too will your credibility to potential clients and business partners in the future. 

Implement New Strategies for Convenience

When daily routines are in flux as they are right now, any way to maximize convenience for your clients is greatly appreciated. Take a look around and you’ll see countless businesses implementing new features to make things easier on their customers. Restaurants are offering free delivery, grocery stores are opening earlier for the elderly and movie production companies are releasing films early on digital. 

Look for opportunities where you can offer this same type of convenience. If you need to participate in a meeting with team members or clients, utilize Zoom, Skype or another video conferencing app to allow others to continue their social distancing practices. Most importantly, be patient with everyone. We’re all having to adjust our schedules and a little understanding will go a long way. 

Become a Thought Leader

If you’ve been wanting to improve your thought leadership but haven’t gotten around to it, now is your chance. As you put direct selling of your firm’s services on the back burner, there’s no better time than now to elevate your thought leadership. Write blogs, record vlogs, publish an op-ed or connect with a journalist for a relevant and timely story. 

There are many different avenues to elevate your thought leadership and as day-to-day business slows down, you have plenty of time to make it a priority. The coronavirus outbreak is fluid, with things changing by the day or even the hour, and many people are taking things one day at a time. Share how your firm is adapting and making the best of this #StayHome situation. This will allow you to build trust with your target audience as you establish yourself as an innovator in the legal field. 

Encourage Others By Giving Back

Positive, uplifting stories are needed now more than ever. One glance at the national news is enough to leave us all feeling depressed and hopeless. Anything your firm is doing to reinforce corporate social responsibility and make a positive impact should be shared. 

Maybe you’ve donated your time or efforts to a local food shelter or provided assistance to the many that are working harder than ever in essential businesses. Even if you’re just serving as a substitute teacher with your children at home or doing your part by practicing social distancing, these are all examples of the stories that should be shared. However, you don’t want the message to be “look at us”, rather share ways you’re lending support and give others a reason to do the same with the message, “look how we can help.” When you provide a helping hand during this difficult time, the benefits for your firm and legal marketing efforts will pale in comparison to the feeling you get from giving back.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

Find out how.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.