Martindale Nolo, the new venture that combines Martindale Hubbell and Nolo, has published a survey about current trends in online marketing in the legal industry.
300 Martindale customers were surveyed.
- 65% of respondents said they spend more than half their marketing budget on online initiatives
- 42% said the best performing advertising approach was lead generation services
- 71% of respondents say they respond to a lead within an hour
Six tips were offered to lawyers:
- Respond to leads in 15 minutes
- Make a minimum of three to five attempts to contact prospects
- Call every lead
- If you don’t get a response after five attempts, check back with the lead in the future
- Track your efforts
- Improving the speed and persistence of your follow up
For those who haven’t kept up with the corporate twists and turns surrounding Martindale over the last year or two, the latest chapter in the story is the launch of a new entity that brings together Martindale Hubbell and Nolo under one roof.
The business offers three core products: law firm web hosting, legal lead generation, and directory listings.
Martindale Hubbell had earlier announced a joint venture with online marketing company Internet Brands – which owns Nolo – in September 2013.
Nolo was acquired by Internet Brands in April 2011, and offers consumers a range of online documents and other legal resources.
After starting life as CarsDirect.com, Internet Brands offers lead generation services across numerous industry sectors, and runs sites like apartmentratings.com and frugaltravelguy.com.
The joint venture was the culmination of Martindale’s transition from a traditional legal directory product to a marketing solutions company for smaller law firms – mostly in the United States – offering services like website design, hosting, SEO, and lead generation.
In June 2014, Martindale Hubbell was sold on again, as buyout giant KKR bought Internet Brands from another private equity company, Hellman & Friedman.
According to the Wall Street Journal, KKR paid around $1.1 billion for Internet Brands.