Identifying the pipeline gap
Look at the data. Is it a problem with your top-of-funnel reach, or is it a problem with your content not converting viewers into inquiries? If you have reach but no leads, your content is missing the mark. You need to test different hooks and calls-to-action. If you have no reach, your distribution is failing. Your job is to identify the source of the trouble and implement a solution quickly. Do not wait for things to improve on their own. Marketing is about constant adjustment based on what the data tells you.
Swapping underperforming partners
If you have an agency or an in-house hire that is consistently underperforming, you need to have a hard conversation. If they can't improve after your feedback, it is time to move on. When selecting a new partner, focus on their experience in your specific niche. Ask them how they approach lead conversion and what their strategy is for long-term growth. You need a partner who understands that your firm's goal is to bring in new clients, not just to build a pretty social media presence.
Improving reach with networks
If your content is good but nobody sees it, use a managed content network. A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This is an excellent way to get your content in front of the right people, allowing you to prove its value.
Managing platform compliance
Automated growth comes with platform-side risks. Using many accounts is against Instagram rules, and you will see some account bans. A provider such as TIDE manages this by replacing accounts so your content visibility stays stable. As a CMO, you must be transparent with your leadership about this. It is a tactical decision for volume. As long as you can show the firm's leadership that this method is driving results, they will support you in accepting this minor operational risk.
CMOs must be ready to pivot their strategy or replace partners to ensure their social media efforts contribute directly to the firm's pipeline.
See your network before you hire.
Tell us what your law firm already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
How do I conduct a pivot?
Stop the current activities, analyze the data to see what went wrong, and design a new experiment with clear success criteria.
Is it better to fix or replace?
Try to fix it first with clear guidance. If there is no improvement after a month of effort, replace the team or partner.
What if the content is the issue?
Start with fresh ideas. Interview your partners to get new angles on your legal explainers. That usually sparks a better content direction.