Strong communications between your law firm and your clients are particularly important during this COVID-19 pandemic. As a business owner myself and a law firm marketing consultant, I thought it might be helpful to suggest some guidelines on how to build an effective coronavirus communications marketing plan.
ABC – Always Be Communicating with Clients!
What: Start by reassuring clients that you remain open for business. Explain your emergency preparedness plans, including the extent to which attorneys are working from their business office or working from home. While many law firms have chosen to proactively push this information out to clients via an email newsletter, other law firms are simply posting news of their coronavirus plans on the “news” section of their website. Either approach is fine, depending on your preferences.
When: Start now, if you haven’t done so already, to publish your emergency response plan. It appears that the nation’s COVID-19 response will extend through April or beyond, so update your plan as needed.
How: E-newsletters like this are an ideal way to share news with clients and community members. Also take advantage of social media outlets, especially LinkedIn, and share news on your LinkedIn company page.
This is just the beginning! Other coronavirus marketing initiatives include:
- Share notices of court closures
- Address cybersecurity concerns
- Inform clients of availability for coronavirus-related claims defense
- Have back up plans if attorneys become ill