Being sensitive to current market conditions and disseminating content and programs that are designed to inform your clients and help them navigate this unprecedented time should be your only guiding principle during the coronavirus outbreak when it comes to content and digital marketing.
- Provide practical help. Give before you get and most importantly, anticipate client needs.
- Turn off all non-coronavirus related pre-scheduled social media posts, emails and reminders. You must pivot your events, social media and content strategy to address this global pandemic.
- Don’t post content that is self-congratulatory or launches a new service/product – hang onto these for later. I keep seeing firms post content unrelated to COVID-19 and only does it make you seem tone-deaf, but it also likely means that content will get lost in a sea of coronavirus resources. I’m keeping a running list of these for my clients and preparing the content and visuals for these posts so they’re ready to go at the appropriate time.
- Don’t name your COVID-19 content the “Coronavirus Resource Center” – nearly every firm that has launched a special online section to help clients navigate COVID-19 is using that same verbiage – make yours stand out with a unique name. This will also help with SEO and Google search results.
- Don’t use the coronavirus spiky cell structure as the image in all of your visuals, especially with a red background. It can be seen off-putting to some – and it’s been overused by nearly every firm and news outlet. Again, think outside of the box and come up with a more unique image.
- Don’t send out multiple COVID-19 alerts to the same email list every day. Instead, aggregate the content and create one newsletter with various articles. You don’t want to bombard your audience with too many emails. You can also reach a wider audience through a newsletter because it includes content on various industries and practices.
- Instead of bombarding your clients with emails on webinars and client alerts on coronavirus updates, pick up the phone and ask your clients how they are doing, carefully listen to them and ask them how you can help them right now.
- Do not pitch or aggressively market yourself. This is not the time to do the hard sell (that’s never a good idea) – or to send formal pitch materials to a prospect. This is the time to be human and use relationships to engage. Your firm bio and LinkedIn profile will let your abilities shine without you drawing attention to them.
And finally don’t do nothing. There are some firms that are pulling back on their marketing efforts and remaining quiet, wanting to flatten the curve first. This is such an important time to be a market leader and to help your clients navigate these unchartered waters. Together we are stronger.
Stefanie Marrone helps law firms effectively tell their stories and find their unique voices. Over the last 18 years, she has worked with some of the most prominent and innovative law firms in the world, developing and executing global revenue generating business development and communications strategies, including media relations, branding, and multi-channel content marketing and social media campaigns. She is very passionate about using social media for lead generation and brand building. She has a diverse range of experience in both Big Law and mid-size/small-law firms. Connect with her on LinkedIn and follow her latest writing on JD Supra as well as her blog The Social Media Butterfly.