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.
