02 March 2017

Law firms to ratchet up marketing spend

Nearly half of lawyers in the US and Canada expect to increase their marketing spending in the next few months.

Kheng Ho Toh

The survey was designed to track law practice management trends within the industry after seeing additional demand for web and mobile designers, content strategists and brand managers to help law firms deliver targeted, relevant messages about their services. Robert Half Legal conducted 175 telephone interviews with lawyers from the largest law firms located throughout the US and Canada. It found that 41 percent of lawyers expected to increase their marketing spending somewhat and four percent significantly. Some 44 percent said spend would remain the same. Most tellingly, only one percent of lawyer respondents indicated that there would be a decrease in their marketing spending in the coming months.

More client focused

Robert Half also said that content from law firms was becoming more client-focused. It said that many were looking to marketing tools such as blogs and videos to attract clients and highlight their specialities. The view was that additional visibility helped to garner clients for law firms.

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