For the last several months, Americans have had their everyday lives completely upended by the COVID-19 outbreak and the resulting quarantine restrictions throughout the country. Leaders at every level of government took swift and decisive action to limit the spread of the virus as much as possible and to reduce the strain on the already overburdened US healthcare system by implementing stay-at-home orders, curfews, and social distancing restrictions. Many businesses completely altered their daily practices, while others had to close entirely.
Thankfully, the measures taken by government leaders across the country seem to have had their intended effects. The American public is now witnessing a resurgence of normalcy as businesses start to reopen and restrictions lift across the nation. As many people are excited to get back to work and to enjoy the summer with friends and family without worrying about overbearing social restrictions, companies across all market sectors are determining the best way to approach their marketing efforts in light of the COVID-19 recovery phase.
Law firms across the United States always face significant challenges when it comes to marketing their businesses. Handling the COVID-19 recovery from a marketing perspective is especially difficult. As you take your firm out of quarantine and begin to devise your marketing strategy going forward, keep the following tips in mind.
One: Acknowledge the Value of PPC Marketing During COVID-19 Recovery
While American life changed dramatically for countless people during the lockdown period, they turned to the internet to handle daily responsibilities, purchase the goods they need to remain at home safely, and many started working from home by taking advantage of telecommunication technology. Brands across all markets recognized this surge in internet traffic as an opportunity not only to reach out and help people during a difficult time but also increase awareness of their brands by leveraging pay-per-click (PPC) marketing and other digital advertising techniques.
PPC marketing is straightforward in theory and complex in practice. Essentially, website owners select keywords that pertain to their market niche and services. Then, they bid on those keywords. When a search engine user types a keyword they have bid on into the search field, the website pops up as one of the very first results, and the website owner pays a fee to Google if the user clicks on their ad.
While this sounds simple enough, the reality is that the legal field is incredibly complex. People still need attorneys for all kinds of legal issues as the economy starts to rebuild steam and businesses reopen. It’s essential for law firms to reevaluate their PPC campaigns and consider bidding on new keywords that relate to the legal issues that are likely to arise for Americans coming out of the COVID-19 pandemic.
Two: Don’t Neglect SEO
Search engine optimization (SEO) is one of the most crucial components of any successful digital marketing campaign. SEO is also a game where the rules are continually changing, and relevancy is always the determining factor between rival websites vying for the top spots in search result rankings. As your area moves out of lockdown status and normal business starts to resume, it’s essential to reevaluate your SEO strategy and account for the search terms that potential clients in your areas of service are likely using on Google.
Consider incorporating new keywords into your content that pertain to the issues facing Americans as the COVID-19 pandemic ends, such as workers’ compensation for healthcare employees, legal options for business recovery following temporary closure, and other legal issues cropping up during the recovery phase. Keep close tabs on your SEO strategy during this time and make incremental changes to account for changing search engine user trends.
Three: Consider Updating and Upgrading Your Website
SEO does not solely revolve around keywords. While it is certainly important to include relevant keywords in the webpage content on your site and the blog posts you publish, the construction of your site itself has a profound impact on your SEO results. Google and other search engines evaluate websites based on page loading speeds and other backend factors that can have a surprising amount of influence on SEO results. You might have the best content in your niche, but if your site has a clunky construction or unintuitive sitemap, you’re going to be penalized by the search engine bots that evaluate your site for search result rankings.
Work with a professional web development team to determine if there are any aspects of your website’s construction that might be causing you to drop down in the search result rankings. A seasoned developer can help you rebuild your site with a more intuitive sitemap and fix other factors to boost your SEO scores.
Four: Bolster Your Marketing Efforts
Businesses are starting to get back into their usual swings, and many Americans are returning to work, making major purchases, and trying to return to a sense of normalcy after months of extraordinary and unsettling circumstances. More economic activity and more activity, in general, mean a greater overall need for legal representation for many Americans. As your area moves out of quarantine and restrictions on everyday life start to fade, it’s time to reevaluate your marketing strategy and make an impression on potential clients who may need your legal services.
Five: Boost Your Content Creation Efforts
Content remains the king of digital marketing. Provide your customer base with relevant, timely, and valuable content that provides them with information and enriches their lives. In the legal field, this means developing content that can help answer specific legal questions or shed light on obscure legal topics and concepts that are often misunderstood.
Research the ways the COVID-19 pandemic has affected those living in your service area and deduce some of the legal problems they are likely facing during the recovery process. Start developing content that can help them feel confident about moving out of lockdown and back into everyday life.
The COVID-19 pandemic was an unexpected and unprecedented situation for the world. While many industries weathered the social restrictions placed on the public and others continued working at breakneck paces to ensure people had the goods and services they rely on every day, the pandemic has altered American life in many unpredictable ways. One thing remains constant: everyone will eventually need an attorney at some point. It’s imperative for modern law firms to stay in touch with the needs of Americans and to adjust their marketing strategies accordingly as the COVID-19 recovery phase unfolds across the nation.
If your firm is ready to reevaluate your marketing strategy and develop better, more impactful content during the COVID-19 recovery process, the right marketing team can be a helpful ally in this cause. Contact RizeUp Media today to learn about the digital marketing services we provide to attorneys and law firms all over the country.