Legal Marketing Survey Report - LexBlog

2012 Legal Marketing Survey Report

Greetings and welcome to the 2012 Legal Marketing Survey Report.

Avvo and LexBlog have partnered to publish their first annual review of the legal marketing industry. Drawing on survey results from more than 1,300 attorneys and legal marketers--for which we are extremely grateful--the 2012 Legal Marketing Survey Report provides an insightful look into how the legal community uses the Internet to drive business development.

Touching on topics that include social media, mobile marketing, search engine optimization and offline networking, this report is intended to provide attorneys and legal marketers with in-depth insight on how their peers in the legal community are marketing their services, what channels they value and where they still have questions. We hope it gives you ideas, sparks conversation and helps you determine what tools to use and outlets to explore in putting together your own marketing strategies.

We thank you for taking the time to read this report, we hope you find it insightful and welcome your feedback.

Mark Britton Founder & CEO, Avvo

Kevin O'Keefe CEO & Publisher, LexBlog

CONTENTS

Methodology 2 Executive Summary 3

Results 6 About Avvo 14 About Lexblog 15

2012 Legal Marketing Survey Report by Avvo and LexBlog

2

Methodology

The data in the 2012 Legal Marketing Survey Report is derived from 1,325 respondents to an April 2012 online survey of lawyers and firms in the Avvo and LexBlog communities.

Survey Respondents

Here's the breakdown of the 1,325 survey respondents:

AGE 50-64

32%

30-39

29%

40-49

27%

29 or younger 65+

9% 1%

YEARS OF EXPERIENCE

10-19

26%

20-29

20%

30+ 1

20%

5-9

17%

2-4

12%

Less than 2

8%

SIZE OF FIRM

Solo Firm

40%

2-9

40%

100+

7%

10-19

6%

20-49

5%

50-99

2%

2012 Legal Marketing Survey Report by Avvo and LexBlog

3

Executive Summary

Legal marketing has changed dramatically over the past five years. Today, law firms large and small are cutting back on traditional marketing tools and embracing digital activities and new technologies to market their people and services.

Networking and word-of-mouth relationships that lead to new business referrals continue to be pillars of legal marketing, but these tried and true tactics are being turbo-charged by social media activities and online marketing. Terms such as SEO, Twitter, Skype and LinkedIn now are as common in the marbled walls of a law firm as they once were in the funky workspaces of technology start-ups.

This is hardly news to any attorney or legal marketer charged with growing their business, and it's certainly not news to those of us at Avvo and LexBlog - we live in this environment daily. But in the 2012 Legal Marketing Survey Report, we wanted to dig deeper to understand what tools are being used, and how the legal industry is deploying technology to grow and prosper. To do this, Avvo and LexBlog surveyed their clients, made up of lawyers and legal marketers in April 2012. The response was excellent - more than 1,300 took the time to complete the survey. Clearly, we struck a nerve.

Some Key Findings

More time and money will be spent on marketing in 2012.

Whether it is online, offline, or both ? attorneys are seeing more value in marketing initiatives. More than 60 percent of respondents plan to spend more time marketing in 2012 and 81 percent plan to spend the same or more on marketing in 2012. However, there is a large variance in how much of these budgets are spent, which will be explored further in this report.

As marketing budgets increase, so does the investment online.

With the decline in off-line and print advertising and growth in online advertising, 24 percent of respondents said they spend more than 75 percent of their marketing budgets online.

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