How to Streamline Your Multichannel Marketing Strategy
For many law firm owners, marketing feels daunting. However, it doesn’t have to! If you create an efficient process, you can get your marketing workload down drastically.
Multiple channel marketing is the key to reducing your overwhelm around marketing. It sounds like a lot of work but you can build a process that only takes a couple of hours a week.
How to Find Content Ideas
Sitting down with a blank piece of paper and trying to think of what to write about is often the hardest part of marketing. However, if you use a few tools to sketch out your content strategy beforehand, when you sit down you’ll already have a topic in mind. We suggest that you do this quarterly (work on it every three months).
One way to come up with topics is to keep a notepad next to your phone and keep track of the topics that come up a lot in your conversations with clients or prospects. After a while, you should be able to identify six questions or topics that your ideal clients are asking.
Additionally, think about the questions people don’t ask but should be asking. These topics will get people thinking about things they wouldn’t normally think about that differentiate your firm from others. Just think about what makes your firm better than your competition and use those as content ideas.
Your Primary Starting Content Source
Once you have your six topics down, it’s time to start creating the content.
First things first, get comfortable using video to record content. Video is a great way to capture the nuances of your personality and your unique approach to how you solve the problems in your practice area. It can also be repurposed in so many ways on so many different channels.
Other Types of Content
Once you have those videos, you can turn to the other types of content. Firstly, create an article or blog post for your website that addresses the topics you wrote down. These blogs provide useful information for people on your website and help the search engine rankings for your website.
To expedite this process, use a service that transcribes your videos into text. Then you can use those transcripts to write your blogs quickly.
Social media is the next content type you should use. Pick the platform you’re most comfortable with or just default to Facebook or Instagram. You may consider hiring someone to create small snippets of your original video and uploading those to social media.
Finally, make sure you have an email list. A monthly email newsletter can be your most powerful type of content in your marketing strategy.
A Four-Week Process
Here is our basic four-week plan for implementing this marketing process:
Week 1: Post your first video to YouTube and post the web content that’s related to the video. Then create three social media posts talking about and announcing the video you posted.
Week 2: Create four social media posts with a clip from your video, an image of you from the video, or a graphic with a quote from the video. Link to the full video in those posts. Then create four social posts linking to the related web content.
Week 3: Put the second video out and post the second web content. Repeat the same thing on social media that you did in week one but with this video.
Week 4: Repeat week 2 but with this second video and web content.
Finish the month by writing an email newsletter. In it, highlight one video and article from the month, write half a paragraph and link to the video after, and write another half a paragraph and link to the article after. This will keep your content top of mind for your readers.
If you want to learn more about this multichannel marketing process, check out Episode 020: Multi-Channel Content Marketing Process in 2 Hours Per Week.