The growth-focused mandate
Your team needs to be hungry for data. They are not here to maintain a brand; they are here to drive growth. Tell them to focus on the numbers: how much traffic are we getting? How many leads are we generating? How much did each lead cost? Every task they do should move these metrics. If it doesn't, tell them to stop doing it. You need a team that thinks like growth hackers, always testing and always optimizing.
Scaling with a managed content network
A managed content network is a set of many brand-owned Instagram pages that post your 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 their core tool. They must use it to scale their testing and their reach. If they aren't using this kind of distribution, they aren't working at the scale you need.
Iterative testing for maximum conversion
They need to test, test, test. Test different hooks, different video lengths, and different call-to-actions. Every video is a test. They should be looking at the data to see what works and then doubling down on it. This is how they will optimize the funnel. They need to know why things work, not just that they do. This kind of rigor is what will drive your growth.
Reporting on growth and efficiency
The reports you want are about the funnel, not the social page. How many leads did we get, and what is our conversion rate? If they can show you this, they are doing their job. If they can show you how they are lowering the cost per lead, they are doing it well. Keep them focused on this, and you will have the results you need to show your leadership team.
Mandate high-velocity testing and scalable distribution, giving your social team the tools to build a cost-effective, high-performing lead generation engine.
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
What is the biggest challenge for the team?
Thinking like marketers instead of 'social media people.' They need to understand that the goal is conversion, not just presence.
Can they handle the technical work?
With a good network provider, they don't have to. The provider handles the technical side, leaving your team to focus on the growth strategy.
How should I handle performance?
Tie their goals to lead generation. If they deliver the leads, they are successful. If they don't, they need to change their approach.