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.
 

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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 a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • 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. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

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?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position