Making the Most of a Modest Content Marketing Budget in 2021
The economic consequences of the COVID-19 pandemic are not going away anytime soon. Frugal is the name of the game this year, as it was during the 2008 recession. Even though you have probably saved some money on commuting and hairstyling since you have been working from home, your law firm has probably greatly reduced its operating expenses since the pandemic started and may need to reduce it even more.
Trimming your marketing budget may not be as painful to think about as laying off employees of your law firm or terminating the lease for your office space, but making budgeting decisions is never easy in a pandemic that drags on and on. Marketing is still an essential part of your business operations, and legal blog content is still one of the most effective ways to do it; here are some ways to get the greatest possible return on the money you spend on content marketing for your law firm in 2021.
Decide Which Marketing Strategies Are Helping Your Law Firm the Most
While diversifying your content marketing strategy is generally a good idea in prosperous times, 2021 is not the time to throw all your content marketing strategies to the wall and seeing what sticks. First, assess which of your content marketing activities are bringing in the greatest number of new clients or, if applicable, keeping existing clients coming back. The fanciest and most expensive strategies are not always the best. 2021 is not the time for slickly produced videos or paid social media influencers, if social media influencers ever had a place in law firm marketing.
Decide Which Marketing Activities Don’t Require You to Spend Money
After you decide how much each of your content marketing efforts is helping your law firm’s bottom line, be honest with yourself about how much each one costs. According to Ann Gynn, you can make your content marketing budget go a long way without spending extra money. Whichever marketing activities are already the responsibility of your law firm’s employees or interns, whether it is writing blog posts, posting on social media, or anything else, you know you can keep it. Gynn also recommends audio content, since it is inexpensive to make, and it is suitable for the audience to listen to while driving.
Collaborate with Colleagues
Now that so-called social media has become commercial, it’s time to involve your real collegial relationships for marketing strategies. You and your colleagues can amplify each other’s voices by guest posting on each other’s blogs or trading back links. Your colleagues will be delighted to have a break from the social and professional isolation of the pandemic. Even if you don’t end up collaborating on marketing activities, brainstorming together can help both parties come up with marketing strategies to apply separately.
Law Blog Writers Will Help You Use Your Marketing Budget to the Best Effect
The legal content writers at Law Blog Writers can help law firms of all sizes make wise decisions about allocating marketing funds, including by offering professionally custom-written content.