Where Legal Marketers Get Clients

Legal Marketing Lead Generation: Where Legal Marketers Get Clients

During the summer of 2021, Ghidotti reached out to legal marketers across the country to better understand their attitudes and needs. Our in-depth research revealed two distinct groups of legal marketers with very different perspectives on their firm’s expertise, capabilities, and success when it comes to legal marketing lead generation.

  • Group one, making up 55% of survey respondents, is the Leaders. They are confident that their firm’s marketing efforts are effective and feel their marketing positions them for success.
  • Group two, the Strugglers, comprise 45% of respondents. Their feedback highlights difficulty getting their firm’s lawyers to contribute to marketing activities such as content development. This group is also concerned that their firms’ leadership teams prioritize quick wins rather than a cohesive marketing strategy.

Referrals are King

The research survey also spotlights how legal firms seek out new clients.

  • A significant 82% of respondents say their firm most frequently gains clients due to referrals from other clients.
  • We also found that 73% of legal marketers find that a prospect hears about the firm, or one of its lawyers, from someone they know.
  • 61% agree that other lawyers or firms often refer prospects onto them.

Interestingly, the survey also reveals that only 3% of respondents say that prospects respond to an advertisement for the firm, and 81% say this rarely or never happens. The research shows the new clients are rarely gained by reaching out to targeted prospects to recommend legal services or via speaking engagements by the firm’s attorneys.

Click Here to Download the Full Findings of Our Research

Marketing is Effective for Lead Generation

Legal marketers in both groups agree that their firms use a range of marketing tactics to reach potential clients — the most widespread tactics include speaking engagements, social media marketing, and conferences.

Nearly half of respondents note that although their firm has a full-time marketing team. 42% are also using the services of advertising, PR or marketing agencies to enhance their efforts. Although both the Leaders and the Strugglers use agencies, Leaders are more likely to recognize their benefit and buy into activities such as website development, email marketing and blog content.

The difference between the two segments in terms of marketing efforts is clear. Leaders are significantly more likely than Strugglers to agree that shared media efforts are effective and have also made steps to share their content on YouTube and Instagram, in addition to industry favorites of LinkedIn, Twitter and Facebook.

Leaders Pull Ahead

Leaders are consistently more likely to rate their marketing activities as effective. They are far more likely to say that their content activities generate a return on investment for their firm. This group is more likely to say their content always includes a clear call to action, and their firms are more likely to use public relations as part of their marketing mix.

Why it Matters

The Ghidotti research demonstrates that various marketing and media approaches can be effective for legal marketing lead generation. It also highlights that struggling legal marketers rely far more on referrals than other forms of prospect nurturing and conversion.

Those marketers who are seeing a return on investment from their initiatives are pursuing a more comprehensive range of activities, engaging on more platforms and incorporating efforts such as PR to raise the visibility of their firm.

There is little difference in the tactics marketers are choosing. The real difference between the two segments is in the firm’s focus on that work, how it gets done and how effective it is when using clear calls to action.

Legal marketers know this, but the pressure to differentiate firms is at an all-time high. General Counsel in corporations are looking for experts that can help answer their questions quickly and efficiently. Two-thirds of their decision-making process is made before they ever call a law firm. They are taking to the Internet to do their research and find answers to their questions. If your attorneys aren’t showing up with true expertise, the opportunity will be missed each and every time.


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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