Legal Marketing & PR

Law Firm Marketing Survey Reveals Executives Rely on the Internet to Find Lawyers

By Larry Bodine

A new survey by branding firm Greenfield/Belser and The Brand Research Company, spotlights how, where and what executives search for online as they consider lawyers and law firms to advise them.

• 85% of executives consider professional service firm websites important sources of information in their search for professionals.
• Three in four say the quality of a firm's site influences whether they put a firm on their short list.
• 53% have put a firm on a short list based on the information found on the firm's site.
• Specific-industry experience tops the list of things executives find important on sites, with 78% saying it is must-have information.

Executive-level buyers are online, in droves

• 94% are online daily for purposes other than email.
• 82% report the Internet has replaced other methods of researching almost completely.
• 76% told us the Internet has replaced other methods of receiving news almost completely.
• 42% indicate the Internet has replaced other methods of securing business purchases almost completely.
• 78% surveyed say they go online to search for outside legal, accounting and consulting professionals, but the majority (59%) do so less than monthly on average.

Search engines are a key tool for learning about professionals

• 50% of executive decision makers say that search engines are important.
• 48% say that being listed near the top on Google matters.
• When they use search engines, one in two decision makers always include keywords with specific expertise and industry.
• Other critical, but less important keywords include general practice areas, city and state.

Newer media tools gain traction 

• Two-thirds of executives surveyed use social networking sites. For business, LinkedIn tops the list.
• 75% read blogs, with 37% reading them on a daily or weekly basis.
• Mobile phones are ubiquitous, but only 28% of executive decision makers view or listen to online content of any type on their phones; those who do, most often use it for news.

Full post as published by Larry Bodine's LawMarketing Blog on December 01, 2010 (boomark / email).