How Can Law Firms Market Non-COVID Work?

Even as the global pandemic continues to present law firms and their business clients with new challenges and questions, the essential work of traditional areas of practice goes on.

Intellectual property portfolios must still be managed and protected, employee handbooks must still be updated to include guidance around the latest Supreme Court decisions (such as the recent ruling on Title VII), and deals and transactions must still be negotiated and closed.

After months spent standing up COVID-19 practices and marketing their of-the-moment service offerings, law firms are increasingly recognizing the need to continue promoting their core practices and service lines.

How can you cut through all the pandemic noise to reach key clients and prospective clients in need of legal help?

Here are a few key ways that legal marketers can still shine a spotlight on the outstanding non-COVID work being done by their firms:

1. Work to publish thought leadership pieces. Industry publications like Law360 and Bloomberg Law are eager to publish high-quality, meaningful commentary pieces from attorneys about trends they are seeing in their practices — and, the articles definitely do not need to be pandemic related. Writing a thought leadership piece is a great way for an attorney to highlight his or her specific expertise, and thought leadership content can drive other communications and business development touchpoints.

2. Participate in and plan virtual programming. Yes we know, the Zoom fatigue is real. But webinars, especially when recorded and made available on-demand, are still among the best ways to replicate the conferences and discussions where attorneys and clients have always made connections. When possible, offering CLE credit for these programs raises their value for in-house lawyers. And, if a full-on seminar seems like too much work, consider recording “bite-size” mini seminar videos or audio clips with quick tips or updates than attorneys can email or share with key contacts.

3. Make your own news. Sending out newsletters, articles and client alerts about emerging case law or new regulations is a tried-and-true way to give a valuable service to your clients while also staying top of mind for new business. In these days of in-box overload, though, just be sure that anything you send out is concise, helpful and relevant.