When it comes to marketing, sometimes less is more. Although there are certain legal marketing tactics where doing more leads to better results — blogging, for example — there may be some tactics you can feel free to let go of this year. I can think of 5:
1. Spending time on social networks that don’t work for you. Attorneys often ask me which social networks they should be using as part of their marketing efforts. With so many platforms out there these days, it can be confusing. My advice, though, is not: use what your target market is using. If you market directly to consumers, then Facebook has to be your #1. If you market to businesses, it’s LinkedIn. If your target market skews female, you need to give Pinterest a try. If you are trying to engage on a social network that is just not delivering any opportunities for engagement, then quit it and forget it.
2. Putting out great content without promotion. Before everyone jumped on the content marketing bandwagon, your chances of getting attention for your superior content were much better. Today, just being awesome isn’t enough. You have to actively work to promote your content. Link to it on your social media pages. Promote your blogs via email. Repurpose a timely blog post as a press release.
3. Using lame stock photography. Visual content has become increasingly important to getting your content noticed, so using staid, irrelevant stock photos just won’t do the job for you anymore. I recently provided readers here with a list of great free photo resources, so you have no excuse for using the same old stock photos again and again.
4. Not following through on mobile optimization. If your website has been optimized for mobile (and it should by now since most people use their phones or tablets to go online or access email), don’t make the mistake of just stopping there. You need to be sure your entire lead conversion path is optimized for mobile — that means if your site has calls-to-action like downloading a free report, the button to click on needs to be large enough for a finger to tap on it. If you have a landing page with a form for people to fill out, that form needs to be optimized for mobile. Your e-newsletter needs to be easy to read on mobile devices, without having to pinch or move around to make it legible.
5. Compiling metrics that don’t matter. With Google Analytics and other measurement tools, you can gather thousands of data points from your online activities. But there’s no sense in compiling all these statistics if they don’t measure what truly matters to you. Set clear-cut goals for your online efforts, and then measure just those things that line up with your goals.
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