Law Firm Surveys: Are they Worth the Time and Resources?

There's a growing chorus of frustration among law firm marketers, who are being inundated with an increasing amount of surveys by companies that produce magazines and books, each of which claim to be THE definitive measurement of a law firm's success. 

I'm not that well-versed on the details of all these publications, but it does not seem to be the best use of a law firm marketers' time to have to respond to all these surveys at the expense of other important marketing activities that reap real benefits.

Are lawyers and firms really getting more business because they are listed? Do general counsel take these listing seriously when deciding who to pick for their billion dollar deal or do-or-die litigation? 

Granted, there are some reputable players in this space but they are few and far between. Unfortunately, there are a growing number of companies out there which have no idea how law firms operate and still solicit pay-to-play advertising so a firm can reach some phony demographic.

States like New York and New Jersey, for example, continue to grapple with the ethical issues surrounding law firm advertising. Some of the new ethics/regulations in recent years were needed, but many were not. Those making some of the rules don't know the difference between traditional advertising vs factual information necessary for prospects to make informed decisions about the law firms they retain. 

Either way, law firm marketers  -- particularly those new to the field -- should just say no to most of these publications until or unless they can show some return on investment for the partners.

Instead, law firm marketers (including partners in charge of marketing and Chief Marketing Officers) should spend their time and budget on:

--Making sure the copy on their website, particularly biographies, are compelling and make the lawyers and law firms stand apart from competitors

--Creating short videos and audio on their websites so prospects can "connect" with the firm in a more intimate way

--Monitoring their website statistics regularly and adjusting the site's design and content to maximize visitor interest

--Holding seminars on timely topics, live and online, so prospects can experience what it would be like to work with your firm

--Invest in public relations so that the firm's reputation can be enhanced through media coverage.

--Start a blog for the firm and/or practice (and watch your search results increase)

--Start using LinkedIn, Twitter, Plaxo and Facebook to dramatically increase your visibility online.

If a firm has the Best Lawyers or the Most Super Lawyers or the Smartest Lawyers on Earth, prospects will learn that if firms do a better job of telling their story online and off, and if they lead, rather than follow, the masses.