Although one would rightly suppose a global pandemic would severely hinder business growth, adaptation in marketing efforts and habits are conducive to a successful law practice during this uncertain time.
In his article for the ABA Journal, Larry Bodine proffers twelve tips to successfully market a law practice during this global pandemic. Notably, most of Bodine’s tips can be followed in a work-from-home fashion. Bodine cites a New York Times article detailing a 27% surge in internet traffic since the start of the global pandemic. As a result of this surge, Bodine argues, “now is the time to use a personal touch and boule down on digital marketing.” Some of Bodine’s tips include increasing blogging activity on the firm’s website, making the firm’s website accessible on mobile phones, having an active social media presence, and following through with current and former clients regarding how they are coping with the global pandemic.
Consideration of the legal ethics rules are inescapable when working remotely and implementing these measures to successfully market a law practice. While implementing new marketing measures for their law practice, such as revamping the firm website or blogging, lawyers should check their state bar’s rules on attorney advertising. For example, states vary as to how lawyers may present past results and client testimonials. Additionally, a lawyer who seeks to increase or enhance his or her social media presence must do so with client confidentiality in mind.
Bottom Line: Bodine’s 12 Tips may provide valuable marketing insight for lawyers, but they must employ his suggestions in compliance with the legal ethics rules.
