페이지 정보Alda Isles 23-02-10 07:18 view1,665 Comment0
American legal technology resource center the bar association produced its annual legal technology research report on the use of technology in the legal profession. The marketing and communications survey volume was sent to more than 10,700 us lawyers in firms of various sizes.
Respondents to this year's segment of the survey, dedicated to the venues and marketing of legal firms, were only solo or from the smallest businesses that consist of 27% solo lawyers, 29% lawyers in offices of 2-9 lawyers, 18% of firms of ten-49 lawyers, 11% of firms of 100-499 lawyers, 10% of firms with 500 lawyers and five% from firms with 50-99 lawyers. The average age of respondents was 58 years old, but 55% of respondents consider themselves over 60 years old, dish.On.The second 24% - from 50 to 59 years old.
This article is about marketing and the trend of portals exclusively among companies with fewer than 50 lawyers. The results of the 2019 survey in the new year prove that lawyers practicing single and small firms do not take a deliberate approach to marketing, especially online marketing, but instead may engage in "casual marketing activities." In most cases, it is not clear who calculates the store and how and why marketing decisions are made.
Law firm marketing
According to the 2019 survey, only 47% of enterprises that, however, have a marketing budget. The largest manufacturers are the most likely to report having such a budget (94% of firms with more than 100 lawyers and 61% of firms with 10 to 49 lawyers. But only 31% of firms of 2-9 lawyers and 17% of individual respondents have solid marketing budgets. Of those who report having a budget, 40% sometimes say their marketing budget increased in 2019, 28% said it stayed the same, and 29% don't know.
Top marketing channels worldwide firm size – email (41%), facebook (30%) and direct mail (19%) less than 15% of respondents overall report that their firms use avvo, findlaw, lawyers.Com or yellow pages to promote their business, however private businesses are more likely to use avvo, but 25% of respondents reported they use the platform
Solo typically use email (40%) for marketing, for they are followed by facebook (26%) and avvo (25%) facebook was the most popular cash for lawyers from firms - from 2 to 9 lawyers (39%), followed by a printed version (33%). In well-known, consisting of 10-49 lawyers, respondents traditionally used your email (47%), and then printed publications (41%). It should be noted that linkedin was not included in this survey question as one of the channels.
Eighty-six percent of 2019 survey respondents report that their company has a website. But solo still lags far behind other size ventures; only 57% of individual companies have a personal website, while well over 90% of respondents of all other company sizes write acknowledging that they have a trusted website.
The video seems to have taken the internet by storm despite while most centers still report that they have not used films in their own marketing, the numbers do show an increase in the use of video in the form of marketing spokes in the past year. In the current realities, 26% of respondents said that their firms put video in their media as part of their marketing, and 65% have never implemented video, and not like last year, when 77% of respondents said that their organization did not release video.
The largest firms use video as always: 56% of lawyers in offices with 100 lawyers, 23% of firms with 10-49 lawyers, 20% of firms with 2-9 lawyers and 11 % of solos in 2019 reporting that these drugs use video, compared to one-third of respondents from a company with over 100 lawyers, 20% of firms with 10 to 49 lawyers, 17% of firms with 2 to 49 lawyers 9 and just 4% of individuals who indicated that their firm used the video this year.
since 2016, 25-30% of regulatory respondents reported that their firm has a blog, https://keycodesoftware.com/ and this year 30% said their firm has a blog. Solo professionals are still the least likely (only 9%) to have a brand blog.
Overall, 80% of respondents at times say their firms maintain a presence on social media, which is the most significant figure since 2016. Among company people who use social media, linkedin is still the leading platform with 79%, followed by facebook (54%), martindale (38%) and avvo (23%).Reports of facebook and avvo use have declined over the past year; in 2018, 63% of respondents reported that their firms maintained a presence on facebook, and 36% on avvo.
Marketing efforts of individual lawyers
Only 6% of all respondents who participated in the 2019 survey maintain a personal page on legal topics. Most bloggers update monthly (56%), while 18% update weekly. However, another 21% have stopped updating their blogs altogether, and a modest share also points to the fact that someone else is updating their blogs in their place.
80% of all respondents use social media themselves in special purposes, in particular 67% solo, 83% of lawyers in offices of 2-9 lawyers and 86% of lawyers in offices with 10 lawyers. -49 lawyers. Linkedin becomes the leading platform for individual lawyers, as well as legal organizations; rules and regulations 73% of all respondents maintain a presence on linkedin.
Of those who participate in some social networks, more than 80% of lawyers of any size do it on linkedin, in particular 81% solo. , 89% of respondents in profitable firms with 2-9 lawyers, 92% of respondents in firms with 10-49 lawyers, and 97% of respondents in popular firms with 100 lawyers.
Overall, only 39% of respondents those who participate in facebook, instagram and vkontakte report using facebook (down from 47% this year). Solo lawyers and small firm lawyers use facebook for professional purposes more often than large firm lawyers; 50% of solo legal scholars and 48% of lawyers in profitable firms with 2-9 lawyers report using the platform, compared to 26% of lawyers in firms with 10-49 lawyers.
Only 28 % of all respondents reported using twitter, including 31% of vendor lawyers with 10-49 lawyers, 28% of vendor lawyers with 2-9 lawyers and only 19% solo reported using the platform.
Over the past three years, 30% of respondents have consistently reported that they actually claimed their rights to their avvo profile. This was most likely done by lawyers in firms with 2 to 9 lawyers (43%), followed by 31% of individual lawyers and 29% of lawyers in firms with 10-49 lawyers.
Who is responsible for the marketing of legal organizations and computer websites?
According to the 2019 survey responses, the responsibility for driving" marketing still only rests with lawyers themselves. 59% of respondents, even 60% solo, said that electrical functions in the firm are performed by lawyers. Only 31% of the state's industries have their own marketing staff, 17% use external consultants, and 16% report that administrative staff perform marketing functions for the enterprise. Unfortunately, 13% of respondents believe that no one is responsible for marketing in their firms, including 30% solo and 13% of respondents in offices of 2-9 lawyers.
No wonder than the larger the firm, the more likely it is that it will have internal marketing staff; 27% of respondents from firms of 10-49 lawyers report that young ladies have a marketing staff, 5% of lawyers from 2-9 law firms and 1% of solo respondents. The number of respondents from small firms using administrative staff for marketing is slightly higher; 36% of lawyers in offices of 10-49 lawyers, 17% in product manufacturers of 2-9 members and four% solo. External consultants are used by 25% of firms of 10-49 lawyers, 21% of lawyers from firms of 2-9 lawyers, and 5% of solo consultants.
Among those firms that have a website, 25% report that their platform is mostly managed by an external consultant, 22% are managed by a single lawyer in-house, 18% by marketing staff, 12% by company it, and nine% by firm administrators. Solos (51%) and firms with two to nine lawyers (34%) were most likely to report that one lawyer maintains a plant resource that has remained constant for five years.
This year more businessmen and firms with 2-9 lawyers reported using an external consultant (34% and 41% respectively) for their firm's resource than in previous years. More ?Dimensional? Firms rely more on fellow marketing departments, it professionals, or the firm's web specialists to coordinate their sites. 30% of all respondents report that their firm uses an external manager or agency for search engine optimization (seo).
Only 7% of all respondents indicated that their companies use adwords, but 9% report the help of an external consultant, or an agency for adwords or pay-per-click (ppc) advertising. While 80% of firms participate in some sort of social media account, only 26% use external consultants or social media agencies.Which however, 59% of respondents report that their organizations do not use seo, adwords/ppc or social media managers.
When sole proprietors report hiring an outside consultant, they are more likely to do so. So for seo than ppc or social media; 16% of individual respondents announced they were hiring a consultant for this occasion, and 7% reported hiring an external social media consultant. In firms of 2-9 lawyers, 40% of respondents reported using an external consultant for seo, 23% for social media, and 15 for adwords/ppc. 35% of respondents from firms with 10 to 49 lawyers reported using an external consultant for an seo company, and 32% for commercial networks.
Website content creation
data from the 2019 survey proves that the job of creating content falls on the shoulders of more than one lawyer in a company (40%), marketing staff (29%) or external consultants (28%) more often than they report. Which only which lawyer creates material for the firm's portal (23%). Solos generally (70%) report that portal content is created by a single lawyer, while 33% use an outside consultant to create content.
At firms with 2-9 lawyers, 39% report that content is created by more than one lawyer, 38% by external consultants, and 27% report that only one lawyer creates material for the site. In offices with 10-49 lawyers, 59% report that more than one lawyer creates content for the site, compared to 39% last year; 23% say they use outside consultants, 22% say marketers, and 19% say content is created by administrative staff or office building manager.
Why lawyers blog and get involved in social networks
The reasons for the use of social networks by lawyers remained the same as in the year ended. Career development and networking outlets top the list with 67% of respondents overall, followed by customer development with 49%, education and awareness with 43%, and case investigation with 22%. Young respondents most often report using social media for career development and networking: 94% of respondents under the age of 40 and 85% of lawyers older than 40-49.
Use of messengers for education and current awareness declined this year in almost all firm sizes, but respondents from firms of ten to 49 lawyers reported the biggest drop, from 62% last year to just 42% this year; the share of solo fell from 53% in 2019 to 42% this year. There has also been a decrease in use for internal customer development; 39% of private businesses reported using social media for this occasion this year compared to 54% last year, and 48% of lawyers in the popular 10-49 lawyers reported using the social media feed for overall development of you this year compared to 58% in 2018. .
The most commonly reported use of twitter is for social or private purposes (76%), followed by crusting and awareness raising (49%), but also career development/networking (24%).
Of the small percentage of respondents who blog on a legal topic, 60% do so because you enjoy writing and spreading the word, and 51% do so as a source of consumer and career development, and for promotion contact quality.
How effective is the law firm's marketing efforts?
Thirty-eight percent of respondents say they have access to analytics or reports to gauge the effectiveness of their platform or blog. 41% do not emit such access and 21% do not know. Respondents are not asked if the online store has analytics at all or if others have access, so the results are somewhat unclear; do the answers indicate the fact that the respondent does not have "personal access, but similar ones in the company, or that no one has "internal access"?
About those where there is access to a blog and web analytics, 29% view them quarterly, 23% view them monthly, and only 7% view them weekly. But 41% say they never have access to those analytics. Again, the results are somewhat obscure because there is no question of whether anyone else at the firm reviews these reviews, and if so, how often.
Logically possible if the lawyers themselves do not access or view web analytics, they can trust others to log in and review analytics for them. However, only 17% of respondents indicated that they deal with external agencies that provide them with regular reports on the effectiveness of marketing. Another 11% use these agencies but are not subject to regular reporting, and 48% barely use outside agencies. In the 2019 surveyrespondents were not asked if internal staff monitors reviews and writes reports.
One clear measure of marketing success is whether customers retain the firm after certain marketing efforts. Refer to those respondents who write about blogging on legal topics, 49% got clients as a result of blogging, two,7. Regardless of the belief in existing marketing efforts, the vast majority will pay the same attention to their marketing in the next planting season as this year (47%), while 16% do not understand, and already 4% will pay less attention marketing. Marketing in the next planting season.
Forty percent of firms with 10-49 lawyers, more than 60 percent of firms with 2-9 lawyers and a very 80% of individual lawyers do not lose strength to develop an annual marketing budget. It states that solo lawyers and small firm lawyers intentionally do not plan marketing activities, but instead engage in "occasional marketing acts" - if they do marketing at all.
Solo lawyers seem to do the least marketing; a third indicated that not a single person in their firm is involved in marketing. Less than a few % of solo professionals say that either internal marketing staff or external consultants or firm administrators do marketing.
More than 40% of all solo professionals still do not have a branded web site and almost one - 30% of all solos do not participate in fb, vk, instagram. In an age of high technology, where probably all americans have mobile equipment that they carry around with them, and with the growing number of online legal services available from companies like legalzoom and rocket lawyer, it's hard to imagine how lawyers can compete for consumers, not interacting with the presence of the network, although by the way it should be noted that such statistics can be slightly distorted due to the age of respondents to this year's survey, almost 80% of whom were over 50 years old.
The vast majority as legal productions, and independent lawyers are available on the internet using the social network. 80% of all respondents state that their firms maintain a presence on at least one social media platform and that they themselves participate in at least one social media platform for specialized purposes. Linkedin is currently a very popular social media platform for both legal and individual lawyers. Only about a third of lawyers working alone or in modest firms use avvo or twitter, but almost half use facebook. The 2019 survey does not indicate whether lawyers are ever involved in social media activities.
Some of the results are striking, especially since most marketing is primarily associated with establishing and maintaining relationships with visitors and sources of offers which, to be effective, requires the participation of lawyers who want to travel to interact with customers and carry out legal work. However, many lawyers working alone also in smaller companies either choose not to take advantage of marketing opportunities or shift the responsibility for digital marketing and image creation to others. Two-thirds of all firms don't have a blog, and nearly a quarter of legal blogging lawyers have stopped posting on the page. In nearly a quarter of firms, all video content for a firm's website is produced by a single lawyer in the firm.
Perhaps unsurprisingly, almost universally, respondents report that people are not overly convinced of their firm's marketing efforts . Besides the fact that law firms definitely lack a marketing plan or budget, the answers show that people are not good at managing the calculation, and in some cases even the analysis of the effectiveness of marketing. How do lawyers know if their efforts are paying off?
More than 60% of respondents either do not have access to or do not know if they have access to web analytics that would be able to provide insight into the effectiveness of their own efforts in this digital marketing. Of the 38% who have access to these analytics, more than 40% never view them. Similarly, nearly 40% of respondents who use an outside agency to survey analytics are not regularly reported on those analytics. Concerning this, there is confusion about whether one evaluates the effectiveness of marketing, what measures or methods such lawyers, as well as firms, use to determine the effectiveness of their marketing efforts and how much they decide which marketing efforts to stop, start or continue.
While the responses indicate that some lawyers may affirmatively state that they have obtained clients directly or indirectly through their use of facebook, instagram or blogging, a variety of buyers are available who will not understand the issue as a lawyer or the efforts of a digital marketing legal organization influenced the game's decision to hire a firm. A source of style who regularly interacts with a law firm resource or an attorney's social media account may not relay such information to a client they are sending to the firm, and the client may not realize that a lawyer's blog post has attracted the attention of a journalist who to this lawyer for a quote that the client saw in a news article, and also about the fact that a link from social networks led the client to the firm's resource. Even a customer who clicks on a link to contact a company may forget that this is where they found the link. And, as with absolutely all marketing, digital marketing efforts can be cumulative; the referral source or potential client will be able to meet the manufacturer or its realtors in several many places on the internet before deciding to call or email the company.
The best results are achieved when writing a marketing plan, related to achieving the organization's ideal clients and consulting sources and ensuring that each marketing effort works together towards common goals. Legal organizations are not required to rely solely on anecdotal evidence from users and referral sources about the effectiveness of any marketing initiative, or view their efforts in a vacuum. . Objective analytics, which shows where the user interacted with the firm via the world wide web (did the client call the company by clicking on the call link in the advertisement? Or did the client send a request for consultation from the firm's portal?), Can be invaluable, as well as information. Which highlights how users are acquired over time as an option saves the company's image. All expenses of the organization in the field of digital marketing, including the website, blogs, instant messengers, must be reviewed and recognized, including analytics for views, clicks, calls, mentions, publications, emails, comments, etc.
this year's survey results prove that law firms, especially private and small firms, have a difficult path to take. If the ladies don't start developing marketing plans and budgets, build up a web presence, and go out regularly to analyze whether their firms are achieving their desired goals, they will continue to see growing challenges - in the competitive battle for business.
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