Survey Results Offer Benchmarks on Law Firm Digital Marketing Efforts

Calibrate Legal News

NEW YORK, November 7, 2019 — Calibrate Legal, a management consulting and executive search firm, and Infinite Global, a public relations, branding and content services firm, and today released the results of a survey that provides fresh insights into law firm Digital Marketing.

Law firms increasingly recognize the importance of digital marketing, which encompasses all the critical tactics, technologies and strategies needed to engage and inform consumers of legal services. But results from the survey show more resources and support may be needed.

“In our online-driven world, most leaders in legal marketing don’t need to be convinced of the importance of digital marketing, but they need financial support and buy-in from management,” said Jamie Diaferia, CEO of Infinite Global.

Among the topics covered in the survey: staff structure and skills; marketing technology; content marketing; training and policies; and performance metrics.

The survey draws on data from about 100 respondents from a range of firms: 43% from firms with 100-500 attorneys; 39% from firms with 500 or more attorneys; and 17% with few than 100 attorneys. Most respondents (53%) report that they are at a director level.

Among the notable findings: A vast majority of respondents report having either no digital marketing staff (26%) or very small teams consisting of 1-5 people (62%). At the same time, nearly 30% report that digital is in every marketing employee’s job description but that no one is fully dedicated to it. Only 14% say they have an integrated team of digital specialists reporting to a digital marketing leader.

On a more positive note, the vast majority of respondents definitely agreed (65%) their firm had a social media policy or somewhat agreed (22%). Those results are generally in line with other industries.

“It’s clear that many law firm marketing departments have made major strides in their digital efforts despite not receiving significant additional investment,” said Jennifer Johnson Scalzi, CEO of Calibrate Legal.

The rest of the survey’s results can be found here.

About Calibrate Legal:

Calibrate Legal is a management consulting and executive search firm who works with law firms to accelerate their growth. We are committed to helping law firms position themselves at the forefront of the next era of the legal industry by placing sophisticated talent, engaging firm leadership and building cultures driven by meaningful data.

About Infinite Global:

Infinite Global is an award-winning public relations, branding and content services firm. Led by seasoned media professionals and top creative directors, it helps professional services firms and other complex businesses demonstrate their expertise to sophisticated audiences. The firm provides communications and creative services including media relations, crisis communications, research, video, design, brand development, media training and a full range of content services.