The blog, tweet, Facebook post, and/or LinkedIn Update might receive plenty of traffic, including likes, shares, and comments.
In terms of clickbait, the campaign might be a homerun.
In terms of pulling or pushing movement along the sales continuum, its a dud.
In the book "Disrupted," Dan Lyons recounts how, at startup HubSpot, a blog post he created received more than a 100,000 page views. However, there was little activity on the CTA. Few were providing their data (which the sales people would run with) in exchange for access to the ebook Lyons also had written.
That's exactly why legal marketers have to continually test out content. That's referred to as "A/B testing." Those overseeing digital marketing at HubSpot should have instructed Lyons to divide his time into creating several different kinds of post. Then analyze the metrics. Next, based on the numbers, do more of what is converting.
Selling can be a very different game from the public relations one of influencing. The objectives of marketing and public relations in a law firm could be different.
Everyone in the tech loop might know Lyons' name. He is famous in techville. But not enough had been motivated to hand over their data to the company he worked for. It is well-known that when we download a freebie we can expect a contact from a salesperson.
Contact Jane Genova firstname.lastname@example.org.