In September, Good2bSocial and the Legal Marketing Association (LMA) jointly conducted a survey to discover trends and best practices in law firms’ use of digital marketing. The survey asked legal marketers about how their firms are using digital marketing.
Over half of respondents ranked the importance of digital marketing at least a 4 on a scale of 1 to 5, but while legal marketers clearly value digital, the law firms that employ them don't seem to.
Why don't firms want to invest?
The survey found that:
- Firm“buy-in” is the biggest challenge when it comes to digital marketing.
- Partners are not willing to invest in content marketing or paid advertising if they don’t see a measurable return on investment.
- Law firm marketers need to use data to encourage firm partners to invest in digital marketing programs.
- The lack of resources – both time and budget – prevent marketing departments from effectively marketing their firms online.
There is no alternative
It looks like some legal marketing teams still have a way to go in convincing partners to invest in digital channels, but it's becoming increasingly evident that digital is the only option.
Not only are prospects moving away from traditional channels, but competitors and new entrants are taking advantage of technology and digital to disrupt the industry.
If nothing else, your firm needs to be considering digital marketing so that it has a presence and some credibility online.
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