Posted by Pippa Shepherd, head of customer engagement at Legal Futures Associate Arken.legal
Shepherd: Think about your legacy and brand
Sadly, there is a demand for wills due to the implications of Covid-19, so the need to communicate your services to help those looking to organise their affairs is still very important.
However, the needs of the buyer have changed, which will impact how you conduct your marketing activity. The key driver when looking for a service is no longer necessarily cost or quality – it’s time.
Technology has been embraced like never before. Businesses are turning to tech to enable efficiency and consistency while working remotely. People are logging into video conferences to stay connected.
Everyone is digitising their day-to-day to stay in touch and transact. This is a potential legacy that will influence buying decisions beyond Covid-19.
These should be your key considerations:
Product
Don’t react too quickly and lose sight of your strategy. Lockdown won’t be forever and you’ll see your clients face-to-face again.
Any actions must still fit with your strategic plan – helping hit objectives and financial targets. You can spend money but make sure you have the plans in place to ensure you get a return on what you spend.
Price
Is the new way you’re delivering services, still worth the same to your clients?
If you’re offering face-to-face video conferences, your time on their account hasn’t changed. You may decide to charge for witnessing a will, as it might take longer and involve disruption. You might want to offer this free of charge, delighting your clients and establishing a legacy.
Any cost changes that are specific to the Covid-19 climate need to be stated clearly as being interim.
People
Is your key customer base still relevant now? Who can you be contacting? Current clients who might want to update their will? Cross-selling services to those just divorcing or who have bought a house?
Consider those who are not married but may wish to make provision for a partner in their will, or to ensure they can make medical decisions on their behalf.
Are there additional markets you can tap into? Millennials are gaining assets and are likely to trust technology to deliver quality services, quickly. An opportunity to expand into an online will service.
Place
Where do you usually market? Events, care home visits? Which lead sources are still working? If events are a big lead generator for you, don’t count them out. Many are ensuring continuity by going virtual.
Promotion
Here are some of my tried-and-tested communication and messaging recommendations for the current climate:
Communication – what, how & where
Helpful content: Invest in producing content that’s designed to help and advise your clients during this time. It can be directly or broadly relevant to your offering e.g. the benefits of a general power of attorney or ways to get your affairs in order as quickly and as safely as possible.
Host this on your website and promote through your social media and e-marketing channels. If you aren’t able to update your website quickly, consider publishing a LinkedIn article.
Digital. An obvious investment. The starting point for many, this is where people are researching a solution to their requirement.
Social media: Broadcast your helpful content. It’s a good platform for connecting with people and getting your brand out there. If you have time, build your presence, build your brand and gain followers for when we are out of this.
Spokesperson/speaking opportunities: Can you still get in front of people – but virtually?
Messaging – content and tone
- Acknowledge and adhere to government advice alongside your own;
- Be positive and reassuring – keep it short, keep it clear, use simple language;
- Make sure it is about your brand values – don’t lose sight of them and make sure it is 100% on brand;
- Your content should be advice, help, recommendations. Focus on your expertise or experience and help people – that is what worried, concerned people want at the moment;
- Be client-focused – “As a valued client, I just wanted to reach out to see how you and your family are. Do you have any questions at this time that we can help you answer?” Start the conversation – don’t ‘sell’ in the first message. Listen, don’t take over;
- Communicate offers but don’t look as if you are trying to benefit from the situation. If you have completed a will for a client, you can write a letter or email to them, say that if there is anyone else in the family who would like peace of mind at this time, then please encourage them to get in touch and that you are offering a discount at this time;
- Be positive – ask if they are looking for peace of mind (positive words) as opposed to “Are you worried?;
- Live in the same world as your customers – don’t advertise pictures of happy families flying kites in the park as the key image at the moment, or people in a pub socialising. Images have to be very sensitive. Be more practical than aspirational;
- But don’t be afraid of communicating! People need solutions – there is a need and you can help in this instance;
- Deliver a valuable message for consumers: there is a need, you are trying to help deliver important services. You are a key worker!;
- Stay relevant – your offer has to suit the marketplace; and
- Avoid non-essentials – forget about for now unless it is relevant to today’s situation.
Most importantly – think about your legacy, your brand and what you would like to have changed or reinforced once we’re out the other side of this pandemic. Where will you be in 2021, 2022? What you do now could very well influence your future brand, your future customer base and your future success.
For offers and additional information on how Arken.legal can assist you further during COVID-19, please visit: https://arken.legal/uk/more/covid19
You can view a recorded webinar, expanding on the above information, over on the Arken.legal Insights Hub.
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