Marketing Legal Practices in an Evolving Landscape By on March 25, 2020

Stay close to your clients. - McKinsey & Company


● 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

The Family Law Firm of Donna J. Smiedt - COVID-19 Announcement

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.

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