For many lawyers, carving out time for marketing activities is challenging. When there is billable work to do, spending time on things that don’t immediately generate revenue is hard to prioritize. Of course as I’ve written many times, making marketing a habit will ensure more marketing success in the long run (see Mindlessness is the Key to Marketing Success).
One hack that can help you generate more marketing activity without adding a lot of time to your day is to recycle. If you have some content that you can use in a variety of ways, that enables you to better leverage your time.
For example, if many clients are asking questions about a particular subject, you can turn that into a blog post. That blog post can become a LinkedIn post. Similarly you can then turn that into a presentation and maybe include links in a newsletter to a workshop you are planning.
Another marketing hack is to take evergreen marketing content and promote it more than once. If you post on LinkedIn, different people in your network will see it and are online at different times. Posting the same contact more than once is a way to reach a wider audience. It can also reinforce your message (don’t worry; no one is really paying attention)
Advertisers understand this concept. Why do we keep seeing the same advertisement for a particular product? It takes time for a message to sink in and the point when a client, prospective client or referral source might have a need for your services only comes up periodically. Therefore keeping your message in front of this audience over time, even if it is the same message, can be very efficient and also very effective.
In my recycling queue, I also have podcasts to add to the mix. If I interview somebody, I can do a blog post, a LinkedIn post which links to the blog, and then I sent it out with my newsletter.
So what are you recycling? Please let me know at firstname.lastname@example.org. I enjoy hearing creative ways to repurpose content and would be happy to speak with you.