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Lawyers plan to spend more money on marketing this year, survey finds

By: DOLAN MEDIA NEWSWIRES//June 1, 2012//

Lawyers plan to spend more money on marketing this year, survey finds

By: DOLAN MEDIA NEWSWIRES//June 1, 2012//

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By Tony Ogden
Dolan Media Newswires

The majority of lawyers plan to increase their marketing efforts in 2012, according to a new legal marketing survey released by Avvo and LexBlog.

The 2012 Legal Marketing Survey Report also discusses how lawyers plan to spend their marketing dollars. The report is a result of querying 1,300 attorneys and legal marketers at law firms. Eighty-five percent of respondents were from solo and small firms.

According to the survey, 61 percent of respondents plan to spend more time, and 50 percent plan to spend more money, on marketing in 2012 than they did in 2011, while only 3 percent plan to spend less time and less money.

The survey also found a continued emphasis on offline marketing for many lawyers even as online marketing increases. One quarter of respondents will be spending less than 25 percent of their marketing budget online, while 24 percent will be spending 75 percent or more of their marketing budget online.

Even though lawyers still place a high value on offline interaction, they are finding the Internet environment increasingly crucial to the marketing of their practices.

Respondents most frequently attributed new business, aside from referrals, to “lawyer directories, rating and review sites (56 percent), other free sources on the Internet (55 percent) and other social media sites like Facebook, LinkedIn, Twitter and YouTube (21 percent).”

The survey also said that many attorneys credit new business to their website and blogs.

“Offline and paid online channels are not driving as much new business for lawyers. Seventeen percent is a result of print advertisements, and another 17 percent is from paid online advertisements, including search marketing,” according to the survey. Three percent of new business is generated by TV advertisements.

When asked what has changed legal marketing the most in the past five years, “most people responded with just two words: social media,” the survey found.

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