Different Perspectives of Legal Marketers
Audience Segmentation Analysis

Audience Segmentation Analysis of Legal Marketers

During the summer of 2021, Ghidotti Communications embarked on an audience segmentation analysis to better understand the attitudes and needs of marketers in legal firms around the country. The agency worked with partners to distribute survey invitations, and over 113 marketers provided their expertise and perspective about their firms, their work, and their challenges.

Different Attitudes, Different Segments

The research revealed a striking gap between legal marketers — while 55% of them feel confident that they are in a good position to effectively market to target clients, 45% feel frustrated about efforts to market their firms’ services well and get the lawyers and firm leadership to prioritize the effort.


The first segment, Leaders, are defined by their confidence that their firm is in a good position to succeed and that their marketing efforts are effective. They represent 55% of the survey respondents.

Leaders say their firm’s leadership understands the importance of building a reputation as an expert and that their firm is considered an expert in their area of specialty. They also say their firm’s leadership understands marketing.

Their firms have a clear and shared understanding of both their ideal clients and their strengths and competitive advantages. They also do a good job of nurturing prospective clients over time and feel their marketing activities are more sophisticated than that of their competitors.


Strugglers, on the other hand, say they struggle to get their firm’s lawyers to contribute to marketing activities such as content development and that their firm’s leadership team is too focused on quick wins when it comes to marketing.

These marketers feel strongly that their firm could use some new ideas when it comes to marketing but also feel it’s hard to find resources that specifically address the marketing needs of law firms.

Strugglers represent 45% of the survey respondents.

Download the Entire Research Analysis from Ghidotti Communications

Deeper Findings: Differences & Similarities

In addition to the attitudes that are responsible for defining each of the two segments, the research found a number of other attitudes that differ substantially between these groups.

  • Long term vs. Short term: Leaders are at least twice as likely as Strugglers to strongly agree that their firm’s leadership is willing to pursue marketing strategies that take longer to deliver results.
  • Being seen as experts: Leaders are at least twice as likely as Strugglers to strongly agree that their firm does a good job of demonstrating their expertise through speaking or content marketing and that the lawyers in the firm recognize the importance of these activities.
  • Sufficient resources: Leaders are also more likely to say their firm has the resources it needs to market effectively and that it is comfortable trying new marketing approaches.
  • Client type: While both segments are equally present in firms that serve business clients, Leaders are more likely to also serve individual clients as well.

There are also some areas where respondents agree, regardless of which segment they’re in, highlighting both the challenges faced by legal firms and how they go about positioning their content.

  • Competition: There is strong agreement that respondents’ firms are facing more competition than ever and that marketing for the legal profession is much more challenging than marketing for most organizations.
  • Being helpful: Most respondents also agree that their firm’s marketing content is more focused on being helpful than it is on selling their services.

Learn More About the Segmentation of Legal Marketers with the Visualized Research

Don’t Judge A Book By Its Cover

Another striking result of the audience segmentation analysis is that there is no difference between the two segments based on the respondent’s age, organization level, or role in marketing decision-making. The segments also don’t differ based on whether the respondents had prior marketing experience, legal experience, or both before joining their current firm.

There is also no difference between segments based on the size of the firms they work in. Both segments are present at similar levels in firms with fewer than ten attorneys, over 500, or any level in between. And there is no difference based on the size of the firm’s marketing budget or the size of its in-house marketing team.

These are critical findings because they remove many of the excuses and scapegoats that exist to prevent firms from taking a hard look at their marketing efforts and results. Budgets, firm size, marketing team size, and experience are all poor measures for success.

Instead, long-term thinking, commitment to marketing strategy, leaning into a niche, and leadership show a much stronger relationship to success.

Why It Matters

Legal marketers aren’t all the same, and there’s a huge difference between those feeling confident and effective and those struggling to support their firm’s efforts.

In large firms or small, as senior executives or in non-management roles, legal marketers may find themselves in circumstances that vary widely. But there are ingredients for success no matter the situation.

The key component in developing a strong marketing communications plan is to start with a focused strategy. This is what establishes the plan, lays the foundation for the rest of the process and puts your law firm on the track to success.

Ghidotti is here to help marketers regardless of which segment they’re in by helping our clients to start using or to double down on those ingredients for legal marketing success.

In future posts, we’ll share more about the audience segmentation analysis findings — the challenges both groups are facing, the marketing approaches they are using, and how they are harnessing the expertise of their firms’ attorneys to create thought leadership and drive new business activities.


Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.

Find out how.


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position