Pivoting Marketing Strategy During COVID-19
When COVID-19 hit the US, many small businesses began to strain under the stay at home orders. Fortunately, some businesses went above and beyond to adapt to the new standard and continued offering products and services online. For these businesses, digital marketing was vital in informing their customers and drawing business to their new offerings.
The Client
Our long-time client, Moore Family Law Group (MFLG), was already surprisingly paperless for a law firm. It was easy for them to switch to zoom meetings and online documents when the pandemic
The Problem
We had a successful marketing campaign running for them which was yielding steady results month over month. The challenge was in scaling this campaign and adjusting it to fit their new, online services. Courts in California were closed which to many intuitively meant they simply could not adjust their custody orders, petition for changes, or file for divorce. We had to overcome those preconceived notions and position MFLG as the go-to law firm to help.
Our Solution
We collaborated with the client to create new guides which helped clear up the confusion around the current legal climate. Along with new videos, the guides helped spread accurate information and gave tips on what to do during these difficult times. Once the client was positioned as an authority in their field, we were able to ask for the close both through email and by using Facebook Lead Ads and Messenger Ads.
Results
In our first month of doing this, our case evaluation requests went from about 4 per month to 14! The number of downloads more than doubled. Progress has held steady through the following months.
