Manchester law firms lead the way in terms of digital marketing savvy across the region, according to new research published recently.
Social influence and content production volume are two of forty-nine key ranking factors in Who’s leading the sector?, a report which ranks digital legal marketing in 2017.
Forty top law firms across the North West were subjected to a vigorous review of their digital marketing activity.
Nimble, smaller firms often outpunch bigger rivals when it comes to online visibility and often appear more willing to invest in social media interactions. Bigger firms are generally better at regular content production.
ClientsFirst, the Macclesfield-based integrated agency, which commissioned the research used seven independent tools including Moz, Alexa and Google to rank all forty firms.
Sam Turner, Head of Digital at ClientsFirst, said:
‘Greater Manchester firms dominate the rankings and appear to be confident in the digital marketing space. One of the key aspects we discovered was that it wasn’t necessarily the larger, more established, city centre law firms that ranked highly. Smaller firms based outside the city centre are punching well above their weight.
‘Digital marketing spend in the UK increased by 16% in 2015 and currently tops £8.6bn*. Law firms are playing a role in this upward trend of investment from professional services firms on digital marketing.
‘It’s a great achievement for the firms who ranked in the top ten as they are finding a good deal of success across every aspect of digital.’
Commenting on the report Daniel Clark, Partner and Director of Marketing at JMW said:
‘We are delighted to have been ranked the number one law firm for digital marketing in the North West by ClientsFirst. As a firm we have taken digital marketing very seriously for many years and when Joy Kingsley joined us as our Senior Partner in 2010, she encouraged us to the grow this area of work even further.
‘Joy was influential in building our relationship with our digital marketing agency (I-COM) who have been heavily involved with the development of our website and digital marketing as well as the impact made by our in-house marketing team.
‘In the last financial year, the revenue from the JMW website was up by 17% to £1.5 million and we expect it to grow even further in this current financial year. To feature at number one in this research really shows that the impact of all our efforts in digital marketing has made to the firm.’
Alison Loveday, CEO at berg, said:
‘The world around us is becoming increasingly dependent on technology and innovation and the legal landscape is no different. Clients expect more than good advice but a seamless customer journey and having a strong and effective digital presence is critical to this.
‘In recent years we have invested in our digital approach including our website and growing our social media presence and engaging with and investing in new technologies to further enhance the client experience. We are very pleased to see this recognised in this latest report and to see that North West legal firms are embracing digital so strongly.’
Paul Longmire, Head of Marketing at Gorvins Solicitors, said:
‘We’re delighted to have ranked so highly in this piece of research. We’re committed to investing in digital marketing activity and we’re particularly pleased that we scored so highly on the social influence factor because we see it as an important channel for communicating with our clients, professional contacts and prospective clients.
‘Over the past twelve months we’ve focused heavily on our digital marketing presence but we’re not resting on our laurels. In a competitive market we’re proud to be continuously innovating in this area of legal marketing and we have some exciting projects due for launch throughout 2017. Everyone at the firm welcomes our ranking and we hope to retain our top three position next year.’
Independent tools used by ClientsFirst to measure and evaluate the top 40 firms included: Moz, Alexa, Google, Buzzsumo and Followerwonk.
Top ten ‘web savvy’ law firms in the North West, according to the research, are:
Aaron & Partners