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Law Firm Marketing and Business Development

Marketing Analytics: More Is Not Always Best

In the past few decades, law firms have made great strides in catching up with the rest of the corporate world and are reaping the benefits of all kinds of marketing. This acceptance by firm management is in great part due to an increased appreciation of analytics, made possible by digital marketing and social media.


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For a long time, law firms considered public relations and marketing for law firms — if at all — to bring only “soft benefits” to business development. Consultants would talk about “word-of-mouth,” “raising one’s profile,” and “touchpoints” to justify the costs involved with either in-house or outsourced staff focused solely on securing placements in publications, spots on panels, or broadcast interviews.

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