If you rely on TikTok for marketing, last Monday may have been a stressful day. When TikTok went dark and was reinstated hours later, it reminded us all of a crucial truth: no marketing strategy should depend entirely on a single platform.
As legal marketers, we’ve learned that marketing is ever-changing, and placing all your eggs in one basket — whether for brand awareness or lead generation — is risky every day of the week. A “set-it-and-forget-it” approach, especially with platforms like TikTok, leaves your strategy vulnerable. Last Monday’s events were a clear reminder of why diversification is essential.
The Lesson History Keeps Teaching Us
This isn’t the first time we’ve seen marketers caught off guard. When Google’s Penguin update rolled out, many law firms relying solely on SEO saw their leads vanish overnight. Similarly, during the pandemic, lawyers without a strong digital presence found themselves scrambling to adapt to survive. Time and again, the importance of a multichannel marketing approach has proven itself.
What Is a Multichannel Approach?
A multichannel approach ensures you’re not reliant on a single platform or channel to build brand awareness, generate leads, or nurture relationships. It means showing up consistently across multiple platforms (LinkedIn, Instagram, TikTok, X, Threads, etc.) and leveraging multiple channels (email, social, paid ads, organic search, and in-person events).
By adopting this kind of omnichannel strategy, you safeguard your marketing funnel against sudden disruptions. When one channel falters, the others pick up the slack, ensuring your visibility and lead generation efforts remain intact.
Need Help Building an Omnichannel Strategy?
At By Aries, we specialize in helping legal marketers develop resilient, diversified strategies that work across multiple platforms and channels. Reach out to us to start building a marketing approach that stands the test of time and any future potential TikTok bans.
