Focusing on distribution
Stop worrying about the volume of new content and start worrying about the distribution of your best content. If a video is converting, it should be seen by everyone. Use a distribution system to get those high-performing videos in front of a massive audience. This keeps your team small and agile. You don't need a bigger team to grow; you need better ways to amplify the assets you already have. Everything you do should be measured against your target CAC and lead volume. That is how you win in a competitive market.
The power of content networks
Scale your reach with a managed content network. 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 the ultimate growth hack for a law firm. You can test your content's reach and volume without the cost and complexity of building an internal media team.
Managing operational reality
Scale involves platform-side risks. Using many accounts is against Instagram rules, so you should expect account bans. A provider such as TIDE manages this by replacing accounts so your reach remains consistent. For a head of growth, this is a standard operational trade-off. You are buying efficiency. As long as the cost of this service is lower than your target CAC and it delivers the lead volume you need, it is a sound decision for your growth.
Optimizing for growth
Your role is to grow the firm's inquiries. This approach gives you the tools to do that without the management overhead of a large team. Keep your metrics tight. Track every lead back to its source and keep optimizing your creative and your distribution. If you have a system that can deliver inquiries at scale without the cost of hiring, you are in a dominant position. Focus on these growth metrics and let the systems do the heavy lifting of getting your firm noticed by more people.
Heads of growth should prioritize automated distribution networks to scale lead volume while keeping their team lean and CAC low.
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 if it's too much reach?
There is no such thing as too much reach if you have the intake capacity. If you're overwhelmed, you just need a better system to process the leads.
How does this lower CAC?
By increasing your organic reach, you reduce your reliance on expensive paid ads, which directly lowers your average cost per lead.
Is this approach better than ads?
It often provides better ROI because the leads are organic and the cost of distribution is fixed, rather than variable and increasing like ad spend.