Should you continue marketing? Should you be sharing news about the current events? Sure, you can do that — after all you want to be helpful to your community. But guess what? They’re already getting their news and tips. Everyone is posting about the COVID-19 crisis.
So instead you should focus on your area of expertise: your services as a lawyer. So yes, you should absolutely continue marketing. And no, it’s not true that good lawyers don’t need to market themselves. If you simply wait for referrals, you won’t get any business through your door.
The right kind of marketing remains the same with or without worldwide crises: it is relevant and consistent.
In this series of blogs, I talk about how to get through this crisis despite the distraction and frustration we are all currently experiencing. In this blog post, I outline the marketing steps you can take daily. It’s not about strategy at this time. Remember that you should let go of the results-focused mindset for now.
Instead, just keep moving forward, keep taking action — and you can do that with these tips.
Set up your chatbot
We’ve already talked about this in the previous blog. Your chatbot is an essential tool in getting people to book consultations with you.
Go to ManyChat to set up your autoresponder. Now anyone who messages you can get information about:
- Your number
- Your office address
- Your specialty
- Benefits of booking a consultation with you
- What they get during the consultation
- Your consultation rates
By the time they actually call you they’re already a qualified lead, and they want to get started. They mean business.
So set up your chatbot!
Now is the time to go live. We’ve talked about this in the Six Figure Solo for the last three years. If you still haven’t used Facebook Live, now’s the time. If you already use Facebook Live, do it more.
If you usually go live once a week, go live once a day. I’m also trying to do it every single day, so go live as much as your schedule allows.
The benefits of going on Facebook Live:
- You connect with your people
- It lets them know you’re there
- It tells them know you’re working
Doing a Facebook Live video shows people you’re there for them and their problems. People won’t stop having problems during this COVID-19 crisis. People who needed a divorce before this all started still need a divorce. People will still need parenting plan modifications, work permits, representation for workplace issues, or car accidents.
You can communicate about many things your clients may need via Facebook Live.
If setting a schedule seems impossible because of other commitments, just go Live whenever you’re free.
But I do recommend setting a schedule so your audience knows when to expect you and they can watch you in real time.
Carve out time during your work hours or during your kids’ nap time or iPad time. Get on Facebook or Instagram and go live.
This is different from going Live. Post short videos. You can post a playlist on Facebook and these videos can be watched any time by anyone looking for you.
Talk about your best case types. That’s what I call “calling it in:” when you talk about your favorite case types, you “call in” or announce the case types you want. Take your three main case types and find different ways to talk about them in short videos, 60 seconds or less.
Always start with a hook. A lot of people introduce themselves first, but people are watching either for entertainment or for information. In our case it’s information, so hook them with that.
The hook is a question. For example, “Do you want to get your papers without leaving the United States?”
Then do a quick intro to tell people why you’re an expert on the topic. After that discuss your hook using meaty, actionable, relevant, focused content, and finally, end with a call to action. It’s something as simple as, “Give me a call. Here’s my number.”
Make your information relevant to your viewer.
Here’s an example of information: “I’m going to share with you today that the courts are closed. This means we can file paperwork and we can attend court via video.”
Here’s an example of how you make that information relevant to your viewers: “Hey, I’ve got some great news. The courts are closed. So what does that mean? No hearings. Isn’t that great? If you have a hearing and it’s canceled, but stay tuned. It’s going to be rescheduled, and I’m here for you. Anything you need.
If you need help to make sure everything goes well after your case is canceled, then let me know.
Also, another great thing is that you don’t have to appear in court. Your case can be heard by televideo or by phone. Isn’t that amazing? Instead of facing criminal charges in front of a big, scary courtroom, and in front of a judge, I can be by your side, by video, talking to the judge.
It’s better than ever. So if you need help in your criminal case give me a call because I can help you during this hard time. This is my phone number…”
You can see the difference between just providing information and making the information relevant. Show your viewer why the information matters to them, and it will help them understand the significance of the information. Your viewer might not have a criminal case, but they might have a friend or family member maneuvering the legal system, and you can bet they’ll forward the video.
That’s what you want.
You want people engaging with your material, sharing it, talking about it, right? They only do that when they find something relevant to their lives or the lives of those close to them.
So post videos, and be sure to include a hook, a short intro, your relevant, meaty content, and then close it with a call to action.
Post daily on social media
This is another big one. I want you to post on your social media. Not just daily but three times a day!
You can create a meme or text image on Canva.com — they used to be called “tiles” but now they’re called memes. So make a meme to promote your services. Include your phone number on the graphic.
A note on your phone number: it should be everywhere. Included it on your memes, on your chatbot, in your Facebook or Instagram bio. Additionally, make sure you say your phone number in your videos.
So a meme is already one post. Your daily video is another. And then your Facebook Live is your third post for the day. You’ve done it!
Now a lot of people say, “Oh, I’m afraid that’s going to be too much. I don’t want to wear people out.” Let me tell you; it’s not too much. The algorithms are going to hide your posts to make room for other people’s posts.
Potentially only 1% to 3% of people see what you post and this is why I challenge you to post three times a day. If you post only once a month people are unlikely to see it. If you don’t post frequently you’re practically invisible on social media.
And if you’re posting only once per day, it might not rank high enough in people’s feeds to be visible.
Do you see the importance of getting out there and posting on social media?