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Evaluation of Law Firm Marketing Practices

Evaluation of Law Firm Marketing Practices

The report is based on a representative survey of 126 lawyers and marketing staff from major law firms in the United States. The report summarizes their opinions about issues and practices such as: the relative importance of law firm marketing vehicles such as blogs, the law firm website, LinkedIn or Facebook, press releases, media appearances, lawyer listing servicers, pro bono work, article writing and other practices through which major law firms market themselves. The study gives detailed data on the percentage of lawyers and marketing staff who write for the firm’s blogs, publish outside articles, give speeches and perform other marketing oriented functions – and what they think of these efforts.

The study also looks at the inner personnel dynamics of law firm marketing. How do attorneys view the value of the training in marketing given to them by their law firms? How many mentor their colleagues in rainmaking? How many share information about their clients with other lawyers in the firm? How are marketing efforts appreciated or compensated in firms? What should the firm be doing more of? Less of? Data in the report is broken out by size of law firm, work title of respondent, age, gender and other variables. Just a few of the report’s many findings are that: 11.11% of those sampled though that a LinkedIn presence was critically important to the firm’s marketing efforts while an additional 30.16% thought it was important; Lawyers at the largest firms, those with more than 200 attorneys, were more apt than others to have contributed to the firm’s blogs in the past year; 34.55% had done so; Rainmaking mentors seemed to be particularly in short supply in smaller firms as only 24% of survey participants in firms with between 25 and 49 lawyers had mentored a colleague in the past year, dramatically less than for larger law firms; 78.57% of partners and 44.44% of associates had provided client contact and background information to other lawyers or practice areas of the firm in the past year; only 16.67% of lawyers under age 30 had done so vs. 84.21% of lawyers aged 40-49, the highest in all the age cohorts.


THE QUESTIONNAIRE
LAW FIRMS OF THE SURVEY PARTICIPANTS
Characteristics of the Sample
SUMMARY OF MAIN FINDINGS
Characteristics of the Sample
Are Lawyer Listing & Evaluation Services More or Less Valuable in Today’s Market
Most Important Means of Marketing
Frequency of Dropping Subscriptions to Layer Listing Services
Rate the Importance of Blogs in the Law Firm Marketing Effort
Rate the Importance of LinkedIn in the Law Firm Marketing Effort
Rate the Importance of the law firm website in the Law Firm Marketing Effort
Rate the Importance of Press Releases in the Law Firm Marketing Effort
Rate the Importance of Facebook in the Law Firm Marketing Effort
Rate the Importance of law firm directory listings in the Law Firm Marketing Effort
Rate the Importance of Media Appearances in the Law Firm Marketing Effort
What Can be Done to Make the Firm’s Blogs Better?
How Appreciated in the Firm are Rainmaking Efforts by Attorneys and Staff?
Are Marketing Efforts Well Compensated?
Evaluation of Training Given by the Firm in Marketing and Rainmaking
Participation Rate in Client Management or Client Acquisition Teams
Descriptions of the Experience in Client Management or Client Acquisition Teams
Have you Written for your Firm’s Blogs in the Past Year
Have you Written an Article in the Past Year for an Outside Publication?
Have you done Pro-bono Work?
Have you Mentored a Colleague on Rainmaking in the Past year?
Have you Given Speech on a Legal Issue in the Past Year?
Have you Provided Contacts or Background Information about Clients to Other Lawyers?
About what percentage of your firm's new clients would you say come from referrals from existing clients?
In what area of the law would you say you are most adept and expert? (I.e. real estate law, bankruptcy, employment law, intellectual property personal injury, maritime law, etc.) Broken out by number of lawyers in the firm
Table 1.1 Are lawyer listing and evaluation services, i.e. best lawyers, super lawyers, chambers, etc., more or less important in today's market?
Table 1.2 Are lawyer listing and evaluation services, i.e. best lawyers, super lawyers, chambers, etc., more or less important in today's market? Broken out by Title or Role
Table 1.3 Are lawyer listing and evaluation services, i.e. best lawyers, super lawyers, chambers, etc., more or less important in today's market? Broken out by age of survey participant
Table 1.4 Are lawyer listing and evaluation services, i.e. best lawyers, super lawyers, chambers, etc., more or less important in today's market? Broken out by gender
Table 1.5 Are lawyer listing and evaluation services, i.e. best lawyers, super lawyers, chambers, etc., more or less important in today's market? Broken out by number of lawyers in the firm
Other than your own firm website, what other methods of publicizing the accomplishments and expertise of your firm members do you use and have you made any study of whether such efforts result in actual work for members of the firm? Broken out by number of lawyers in the firm
Table 2.1 To the best of your knowledge has your firm dropped your subscription to any lawyer listing service within the past two years?
Table 2.2 To the best of your knowledge has your firm dropped your subscription to any lawyer listing service within the past two years? Broken out by Title or Role
Table 2.3 To the best of your knowledge has your firm dropped your subscription to any lawyer listing service within the past two years? Broken out by age of survey participant
Table 2.4 To the best of your knowledge has your firm dropped your subscription to any lawyer listing service within the past two years? Broken out by gender
Table 2.5 To the best of your knowledge has your firm dropped your subscription to any lawyer listing service within the past two years? Broken out by number of lawyers in the firm
Table 3 Rate the importance of the following for your firm's marketing efforts.
Table 3.1.1 Rate the importance of law firm blogs for your firm's marketing efforts.
Table 3.1.2 Rate the importance of law firm blogs for your firm's marketing efforts Broken out by Title or Role
Table 3.1.3 Rate the importance of law firm blogs for your firm's marketing efforts Broken out by age of survey participant
Table 3.1.4 Rate the importance of law firm blogs for your firm's marketing efforts Broken out by gender
Table 3.1.5 Rate the importance of law firm blogs for your firm's marketing efforts Broken out by number of lawyers in the firm
Table 3.2.1 Rate the importance of law firm LinkedIn presence for your firm's marketing efforts
Table 3.2.2 Rate the importance of law firm LinkedIn presence for your firm's marketing efforts Broken out by Title or Role
Table 3.2.3 Rate the importance of law firm LinkedIn presence for your firm's marketing efforts Broken out by age of survey participant
Table 3.2.4 Rate the importance of law firm LinkedIn presence for your firm's marketing efforts Broken out by gender
Table 3.2.5 Rate the importance of law firm LinkedIn presence for your firm's marketing efforts Broken out by number of lawyers in the firm
Table 3.3.1 Rate the importance of law firm website for your firm's marketing efforts
Table 3.3.2 Rate the importance of law firm website for your firm's marketing efforts Broken out by Title or Role
Table 3.3.3 Rate the importance of law firm website for your firm's marketing efforts Broken out by age of survey participant
Table 3.3.4 Rate the importance of law firm website for your firm's marketing efforts Broken out by gender
Table 3.3.5 Rate the importance of law firm website for your firm's marketing efforts Broken out by number of lawyers in the firm
Table 3.4.1 Rate the importance of law firm press releases for your firm's marketing efforts
Table 3.4.2 Rate the importance of law firm press releases for your firm's marketing efforts Broken out by Title or Role
Table 3.4.3 Rate the importance of law firm press releases for your firm's marketing efforts Broken out by age of survey participant
Table 3.4.4 Rate the importance of law firm press releases for your firm's marketing efforts Broken out by gender
Table 3.4.5 Rate the importance of law firm press releases for your firm's marketing efforts Broken out by number of lawyers in the firm
Table 3.5.1 Rate the importance of law firm Facebook presence for your firm's marketing efforts
Table 3.5.2 Rate the importance of law firm Facebook presence for your firm's marketing efforts Broken out by Title or Role
Table 3.5.3 Rate the importance of law firm Facebook presence for your firm's marketing efforts Broken out by age of survey participant
Table 3.5.4 Rate the importance of law firm Facebook presence for your firm's marketing efforts Broken out by gender
Table 3.5.5 Rate the importance of law firm Facebook presence for your firm's marketing efforts Broken out by number of lawyers in the firm
Table 3.6.1 Rate the importance of law firm directory listings for your firm's marketing efforts
Table 3.6.2 Rate the importance of law firm directory listings for your firm's marketing efforts Broken out by Title or Role
Table 3.6.3 Rate the importance of law firm directory listings for your firm's marketing efforts Broken out by age of survey participant
Table 3.6.4 Rate the importance of law firm directory listings for your firm's marketing efforts Broken out by gender
Table 3.6.5 Rate the importance of law firm directory listings for your firm's marketing efforts Broken out by number of lawyers in the firm
Table 3.7.1 Rate the importance of law firm media appearances for your firm's marketing efforts
Table 3.7.2 Rate the importance of law firm media appearances for your firm's marketing efforts Broken out by Title or Role
Table 3.7.3 Rate the importance of law firm media appearances for your firm's marketing efforts Broken out by age of survey participant
Table 3.7.4 Rate the importance of law firm media appearances for your firm's marketing efforts Broken out by gender
Table 3.7.5 Rate the importance of law firm media appearances for your firm's marketing efforts Broken out by number of lawyers in the firm
What could be done to make your firm's blogs better? Broken out by number of lawyers in the firm
Table 4.1 How appreciated by your firm are marketing oriented and rainmaking efforts made by you?
Table 4.2 How appreciated by your firm are marketing oriented and rainmaking efforts made by you? Broken out by Title or Role
Table 4.3 How appreciated by your firm are marketing oriented and rainmaking efforts made by you? Broken out by age of survey participant
Table 4.4 How appreciated by your firm are marketing oriented and rainmaking efforts made by you? Broken out by gender
Table 4.5 How appreciated by your firm are marketing oriented and rainmaking efforts made by you? Broken out by number of lawyers in the firm
Table 5.1 Marketing efforts such as writing for the firm's blogs, giving interviews to the press, doing high profile pro-bono work, and schmoozing at conferences -- how are these taken into account in your compensation?
Table 5.2 Marketing efforts such as writing for the firm's blogs, giving interviews to the press, doing high profile pro-bono work, and schmoozing at conferences -- how are these taken into account in your compensation? Broken out by Title or Role
Table 5.3 Marketing efforts such as writing for the firm's blogs, giving interviews to the press, doing high profile pro-bono work, and schmoozing at conferences -- how are these taken into account in your compensation? Broken out by age of survey participant
Table 5.4 Marketing efforts such as writing for the firm's blogs, giving interviews to the press, doing high profile pro-bono work, and schmoozing at conferences -- how are these taken into account in your compensation? Broken out by gender
Table 5.5 Marketing efforts such as writing for the firm's blogs, giving interviews to the press, doing high profile pro-bono work, and schmoozing at conferences -- how are these taken into account in your compensation? Broken out by number of lawyers in the firm
Table 6.1 What do you think of the training in marketing and rainmaking provided by your firm to its attorneys?
Table 6.2 What do you think of the training in marketing and rainmaking provided by your firm to its attorneys? Broken out by Title or Role
Table 6.3 What do you think of the training in marketing and rainmaking provided by your firm to its attorneys? Broken out by age of survey participant
Table 6.4 What do you think of the training in marketing and rainmaking provided by your firm to its attorneys? Broken out by gender
Table 6.5 What do you think of the training in marketing and rainmaking provided by your firm to its attorneys? Broken out by number of lawyers in the firm
Table 7.1 Have you ever participated in a client management or client acquisition team at your law firm?
Table 7.2 Have you ever participated in a client management or client acquisition team at your law firm? Broken out by Title or Role
Table 7.3 Have you ever participated in a client management or client acquisition team at your law firm? Broken out by age of survey participant
Table 7.4 Have you ever participated in a client management or client acquisition team at your law firm? Broken out by gender
Table 7.5 Have you ever participated in a client management or client acquisition team at your law firm? Broken out by number of lawyers in the firm
If you have participated in such a team briefly describe the experience and its level of effectiveness. Broken out by number of lawyers in the firm
In what areas of law firm marketing should your firm be investing more? Broken out by number of lawyers in the firm
In what areas of law firm marketing should your firm be investing less? Broken out by number of lawyers in the firm
Table 8 Which of the following have you done in the past year?
Table 8.1.1 Written for one of my law firm's blogs
Table 8.1.2 Written for one of my law firm's blogs Broken out by Title or Role
Table 8.1.3 Written for one of my law firm's blogs Broken out by age of survey participant
Table 8.1.4 Written for one of my law firm's blogs Broken out by gender
Table 8.1.5 Written for one of my law firm's blogs Broken out by number of lawyers in the firm
Table 8.2.1 Written an article for an outside publication partially with the intention of publicizing my firm
Table 8.2.2 Written an article for an outside publication partially with the intention of publicizing my firm Broken out by Title or Role
Table 8.2.3 Written an article for an outside publication partially with the intention of publicizing my firm Broken out by age of survey participant
Table 8.2.4 Written an article for an outside publication partially with the intention of publicizing my firm Broken out by gender
Table 8.2.5 Written an article for an outside publication partially with the intention of publicizing my firm Broken out by number of lawyers in the firm
Table 8.3.1 Done pro-bono work that could lead to contacts for clients
Table 8.3.2 Done pro-bono work that could lead to contacts for clients Broken out by Title or Role
Table 8.3.3 Done pro-bono work that could lead to contacts for clients Broken out by age of survey participant
Table 8.3.4 Done pro-bono work that could lead to contacts for clients Broken out by gender
Table 8.3.5 Done pro-bono work that could lead to contacts for clients Broken out by number of lawyers in the firm
Table 8.4.1 Mentored a colleague on rainmaking
Table 8.4.2 Mentored a colleague on rainmaking Broken out by Title or Role
Table 8.4.3 Mentored a colleague on rainmaking Broken out by age of survey participant
Table 8.4.4 Mentored a colleague on rainmaking Broken out by gender
Table 8.4.5 Mentored a colleague on rainmaking Broken out by number of lawyers in the firm
Table 8.5.1 Given a speech on a legal issue that raised the firm's profile
Table 8.5.2 Given a speech on a legal issue that raised the firm's profile Broken out by Title or Role
Table 8.5.3 Given a speech on a legal issue that raised the firm's profile Broken out by age of survey participant
Table 8.5.4 Given a speech on a legal issue that raised the firm's profile Broken out by gender
Table 8.5.5 Given a speech on a legal issue that raised the firm's profile Broken out by number of lawyers in the firm
Table 8.6.1 Provided contact/background information about my clients to other lawyers or practice areas in the firm
Table 8.6.2 Provided contact/background information about my clients to other lawyers or practice areas in the firm Broken out by Title or Role
Table 8.6.3 Provided contact/background information about my clients to other lawyers or practice areas in the firm Broken out by age of survey participant
Table 8.6.4 Provided contact/background information about my clients to other lawyers or practice areas in the firm Broken out by gender
Table 8.6.5 Provided contact/background information about my clients to other lawyers or practice areas in the firm Broken out by number of lawyers in the firm
Table 9.1 About what percentage of your firm's new clients would you say come from referrals from existing clients?
Table 9.2 About what percentage of your firm's new clients would you say come from referrals from existing clients? Broken out by Title or Role
Table 9.3 About what percentage of your firm's new clients would you say come from referrals from existing clients? Broken out by age of survey participant
Table 9.4 About what percentage of your firm's new clients would you say come from referrals from existing clients? Broken out by gender
Table 9.5 About what percentage of your firm's new clients would you say come from referrals from existing clients? Broken out by number of lawyers in the firm

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