Directories and rankings were named as the sixth most influential factor by clients when asked to indicate the importance of different ways in helping to research outside lawyers and law firms for potential hire in a new survey of in-house counsel trends.
The report by the legal marketing agency Greentarget and consultancy Zeughauser – the 2017 State of Digital & Content Marketing Survey – asked in-house counsel and buyers of legal services to grade the influence of a number of factors when searching for more information about lawyers.
In order of importance, the results were as follows:
- Recommendations from sources you trust – 96%
- Articles and speeches the lawyer has authored – 91%
- Bios on the firm’s website – 90%
- Blogs published by lawyers on topics relevant to your business – 77%
- LinkedIn profile – 71%
- Peer-driven rankings and directories (Chambers, Best Lawyers-U.S. News) – 67%
- Connections/endorsements on LinkedIn – 58%
- Sharing of a lawyer’s content on social platforms, such as blogs – 53%
- Quotes by lawyers in relevant media outlets – 44%
- Wikipedia – 29%
- Twitter feeds from lawyers – 16%
This graphic also shows the change in percentage from the last survey in 2015:
Interestingly, directories have moved up from 59% to 67% in that time.
Greentarget and Zeughauser surveyed corporate in-house counsel such as GCs/chief legal officers, deputy/assistant GCs, and in-house counsel, in the early part of 2017.
114 of them responded.
In addition, they received responses from 53 law firm chief marketing officers and senior marketers, information which formed part of a broader and more detailed survey of content marketing usage in the legal industry.
The full report is well presented and worth a read.
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