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How to Make Paid Digital Effective for Post-COVID-19 Law Firm Marketing
Between pay freezes, furloughs and layoffs, and shrinking cash flow, law firms have not been immune to the severe impacts of COVID-19. However, these challenges inspired innovation and creativity as firms quickly pivoted their marketing strategies to ensure they stay top of mind with clients and prospects. Zoom webinars, thought leadership videos and unique content have filled the void left by canceled dinners, flights and conferences.
After spending the last six to eight weeks in COVID-crisis mode, most firms are now eyeing a move toward business recovery as offices reopen, travel resumes and even socially distanced, in-person meetings start to take place. This means that it is also now time for law firms to reevaluate their marketing strategies to ensure they are aligned to support business goals in this new climate.
One overlooked area that law firms should consider adding to their marketing arsenal is digital paid media. Yes, that is a type of advertising. While plaintiffs firms have traditionally embraced all forms of advertising, corporate law firms have been leery to have their brands associated with "aggressive" sales tactics and preferred the more passive path of networking, content marketing and referrals. But smart paid media doesn't have to push you outside your comfort zone and it's impossible to ignore the easy tracking, measurable results and leads that paid digital delivers.
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