The Five Things to Think About For Your 2022 Marketing Budget – JD Supra

The Five Things to Think About For Your 2022 Marketing Budget – JD Supra

It’s budgeting season. My favorite time of year! (Not.)

This time last year I was telling anyone who asked my opinion to think long term: Don’t cut marketing spending. Invest wisely. Yes, times are scary, but it is the firms that lean into their brand and digital presence that are going to emerge in a better place than those that do not. 

Some firms listened. Others didn’t. 

With 2022 fast approaching, it’s time to take stock of your firm’s marketing health. The longer you wait to make investments in critical marketing initiatives, the further behind your competition you will be. And take it from me: smart, forward-thinking firms are investing in marketing right now

So, where should you focus your marketing dollars?

Marketing Automation

First and foremost, you need to invest in marketing automation tools. Marketing automation is the process of making repetitive tasks more efficient with tools like email marketing platforms, social schedulers, etc. 

There are some things a human being should always be the one executing. But pushing “send” on a marketing email at a specific time, posting to your company’s twitter feed, or making a blog post go live? Nope. 

“I’ve already got a social scheduler and email marketing platform,” you’re saying. Great! Now it’s time to kick it up a notch. What type of communications do your website visitors receive when they download a resource from your site? 

Notice I said communications. A single “thanks for downloading” email isn’t enough. Setting up automations to nurture those contacts is simple and truly takes just a little bit of time. 

Imagine: Visitor registers for a Trusts and Estates virtual CLE you are running. Once they register, they get an email thanking them for their registration, and they are entered into a workflow so that they also receive subsequent, tailored emails on trusts and estates and other related topics every three to four weeks. Enrollment in this workflow is triggered simply by signing up for the event. No further manual action required. Until they reach out for more information on your services that is. 

Resources Required:

  • Graphic designer
  • Marketing technologist
  • Project manager
  • Marketing automation tool

Time Required For: 

  • Researching the options available in the tools you have or new resources.
  • Creating automated emails from existing content and/or templates for new content as it is generated. (~30 mins/email)
  • Designing automated email templates. (~30 mins/email)
  • Setting up workflows. (Depends on the complexity of the workflow, but could be as quick as 5 minutes once you have all the right pieces in place.)

Multimedia Marketing

Call me captain obvious, but videos and podcasts are an increasingly valuable and important marketing method in your toolbox. And right now we’re in a great spot to be producing quick hit, high-value multimedia content. It doesn’t take much more than a ring light, a usb lavalier microphone, and a decent webcam (or your smartphone) to become a livestream or podcast …….


Youtube Marketing