With offices emptied, remote workforces taking shape practically overnight, and clients clamoring for information about the impact of the pandemic on their own businesses, law firms were forced to quickly adapt in order to effectively communicate. If you’re a legal marketer, we bet this sounds pretty familiar (well, maybe not that part about quickly adapting). In Marketing Tech: When COVID Came, Law Firms Delivered Important Messages in Perilous Times from Marketing the Law Firm, the authors outline some of the strategies that have emerged for successfully navigating external communications with clients and prospects. Check out the full article and read on for some of our key takeaways.
Speak up fast
Providing critical updates is essential; however, it is important to ask what your clients need, how your firm’s expertise can be used to help them and what you can share that reflects you firm’s humanity and commitment to the communicated and industries it serves.
Rapidly share actionable information
Whether it was a centralized COVID resource center on their websites or regular e-alerts and webinars, many firms took a proactive approach to meet their clients’ emerging needs. We heard from many ContactEase clients who used CRM and our other products, like List Manager and integrations with Constant Contact, Vuture and Saturno to quickly update mailing lists and get their important communications in front of their clients and contacts. If you’re tempted to reduce your external communications, the authors suggest you think carefully. “Those that continue to provide a steady stream of timely, actionable information about topics of critical importance to their clients, COVID-related or not, will continue to reap the benefits,” they wrote.
Leverage the surge in demand for expertise
As the authors are quick to point out, in 2020 nearly all journalists have become pandemic journalists and law firms have become a great resource. It is important for firms to continue to provide journalists with information they need when they need it. Law firms that understand the importance of this and act as “reliable partners and good citizens” will continue to expand their audience and reap the benefits of these relationships.
Want to know how ContactEase clients are using CRM and related technology to get in front of the right people at the right time? Contact us!