As Christmas and the holidays get closer, people become busy and dealing with legal matters aren’t typically their first priority. But that doesn’t mean any problems or questions they have aren’t lurking in the back of their mind, to be acted on after the first of the year.
That means keeping your services out front and center is still important over these next several weeks. Here are some holiday marketing tips for law firms.
Tip #1: Humanize yourself
You know all the lawyer jokes and you’ve probably told more than a few yourself. Humanizing yourself and your firm is a good marketing strategy any time of year, but it’s especially important—and easy—to do at this time of year.
Take a photo of everyone at the office, put it on your website and on your social media platforms. Even better, film a video of people talking about what this time of year means to them and how they plan to spend it.
All the lawyer jokes aside, you and your staff really are just normal people with the same sets of challenges and hopes that your clients and prospects have. Now is the time to affirm that message.
Tip #2: Deliver relevant (seasonal) content
Use your blog, video and social media to talk about topics that tend to be pertinent at this time of year and would be proactively helpful to your audience. For example, if you work in premises liability, tell people what their standard of care duties are if they host a holiday party. Are they responsible for a slip and fall on the walkway to the house?
In these unique COVID-19 times, you can talk about your state’s particular situation regarding the size of gatherings.
Tip #3: Reward your referral sources
Sending out a card is a good idea for anyone on your list, either by traditional mail or with an e-card. But for those who have sent you clients, whether that be in 2020 or in years past, give them a little something extra. Get a gift and send it out to them. It can be as simple as a gift card for an evening out and it lets them know you appreciate how they’ve helped you.
Tip #4: Offer to lock in 2020 rates
Do your rates usually go up at the start of each year? If it’s financially viable, consider reaching out to your retainer clients and give them the chance to lock in current rates for the year ahead. We understand this may not work for everyone—if you have a huge number of retainer clients, then this type of volume discount might not work. But if it’s doable, then a lock-in offer is an ideal way to nail down your financial base before we even get to the New Year.
