Auditing for funnel leaks
Check your metrics. Are you getting views but no clicks? Are you getting clicks but no inquiries? The answer tells you where to pivot. If you have no views, you have a distribution problem. If you have views but no clicks, your hooks are not compelling enough. Your job is to test your way out of this. Change your creative, change your call-to-action, or change your channel. Do not keep doing the same thing if it's not lowering your CAC. Data is your only reliable guide for what to change.
Replacing ineffective partners
If your agency or hire is not delivering results, stop paying for failure. You need partners who prioritize growth. When hiring, ask them specifically about their experience in lowering CAC for firms like yours. You need someone who is as obsessed with the data as you are. If they don't have a plan for how they are going to optimize your results, they aren't the right choice. Move fast to find a partner who understands the goal of your firm's social media efforts.
Scaling with a content network
Use a managed content network to fix your distribution. 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 a simple way to test your content's reach and get more inquiries without needing to build an expensive and slow-moving internal infrastructure.
Managing the operational risk
Automation tools have risks, including the possibility of account bans. Using many accounts is against Instagram rules. A provider such as TIDE proactively manages this by replacing accounts as needed so your visibility is never lost. For a head of growth, this is a standard operational trade-off. You are buying efficiency. The goal is to maximize reach at a lower cost than ads. As long as you are hitting your growth KPIs, this is a smart tactical choice for your firm.
Heads of growth must be relentless in optimizing or replacing failing channels to keep CAC low and lead volume high.
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 know if it's dead?
If you've tested new hooks and new creative for a month and haven't seen an improvement in conversion, the strategy is dead.
Should I focus on more content?
Focus on better content that hits your specific target audience. More isn't always better if the quality of the lead doesn't improve.
What is the best way to scale?
Test, measure, and scale. Once a specific format works, use distribution tools to get it in front of as many people as possible.