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A female attorney checks her law firm's social media accounts

By OppGen

Social Media Marketing for Attorneys

Law firms struggle to find the right social media marketing strategy to help them expand their reach online and hit their business goals. 

With so many social platforms and so little time, it can be tough to know where to start. To further complicate things, social media marketing is a rapidly evolving digital landscape, and it takes time to grow.

At OppGen, we understand that social media marketing needs to be an integral part of every law firm’s marketing strategy.

Continue reading to learn how to engage your target audience, build your social presence, grow your firm’s business, and how to put your strategic social media marketing campaign on autopilot…

 

Why Should Lawyers Embrace Social Media Marketing?

  • Over 4.62 billion people across the world use social media (HootSuite)
  • 81% of lawyers have a presence on at least 1 social media platform (ABA)
  • 85% of lawyers say social is part of their overall marketing strategy (Attorney at Work)
  • 71% of lawyers feel that social media is very responsible for bringing in new clients (Attorney at Work)
  • LinkedIn is the most popular social media platform among attorneys (ABA)
  • *Stats on how social media impacts consumer behavior and conversions.
  • Consumers are 71% more likely to purchase products or services based on social media referrals (Search Engine Watch)

 

So Many Channels, So Little Time

With so many social channels, how do you choose? Take the following considerations into account when choosing which social channels are best for your law firm:

 

Find Where Your Target Audience is At

You need to meet your target audience where they are at. Do some research on what social media platforms your audience spends most of their time on.  

Focus on posting content, engaging, and building your visibility on those platforms. 

Need assistance deciding on the social platforms you should incorporate into your digital strategy? Contact our marketing team at OppGen today to learn more. 

 

Check Out Your Competitors’ Social Media Accounts

Another good way to decide which social media channels to choose is to see where competing law firms are most active. 

Look at their account for ideas on what to post. Pay close attention to which of their posts with the most likes, comments, and shares. 

Ask yourself, “Why are potential clients engaging with this post?”

It also may be a good idea to check out some of the profiles of commenters and followers. Some social media accounts buy fake followers. If you find that more than a few of your competitors’ followers have questionable profiles (i.e., not located in the same area where the law firm is, vague or made-up information), that may be a red flag that they’re short-cutting and short-changing their social media strategy. 

Also, take note of how many total followers they have vs. how much engagement their posts are getting. If you see that a competitor has a ton of followers and very little engagement, there’s a good chance that those followers could either be bought (through social ads) or fake accounts. 

Social media marketing experts say a good engagement rate is between 1% to 5% of a page or business’s total followers

 

Consider the Goals of Your Law Firm Marketing Strategy

Ask yourself, “What am I trying to achieve with my social marketing strategy?” 

Your answer can help inform which platforms are better suited for your law firm’s needs. Some platforms are better at building awareness than they are at converting leads.

If you need help with building your brand and visibility on social media, contact our marketing team at OppGen to learn more about the power of social media advertising. 

 

Review Your Available Resources

Some social media platforms, such as YouTube, require familiarity with and access to video editing software. If you do not have the knowledge or experience to create quality content and upload them to those platforms, then you may want to consider outsourcing to a company that does or learning the basics. Our video marketing for lawyers guide is a good place to get started.

If your law firm’s budget doesn’t have room for outsourcing, then reconsider if those platforms are worth including.

 

Drop Platforms That Aren’t Working

Don’t waste your valuable time trying to make every single platform succeed. Even if it seems like your competitors have figured out the secrets of how to go viral on TikTok or Instagram, that doesn’t mean it’s a good fit for you or your law firm.

Instead, invest more resources into social media channels that are working for you.

 

What Are the Best Social Media Platforms for Lawyers?

Some of the top social media platforms for lawyers are:

  • LinkedIn
  • Facebook
  • Instagram
  • YouTube
  • Twitter
  • TikTok

Social media helps your firm create helpful backlinks, which boosts your SEO credibility and can improve your website’s ranking on search engines — much like how adding your firm to relevant directories can. 

Our team has years of experience running successful social media advertising campaigns for our clients. Contact our digital advertising experts today to learn more about leveraging social media for your business. 

 

How to Create a Content Synthesis Strategy

The great news is that you don’t have to create one unique piece of content for each channel. That can get very exhausting and time-consuming.

This is why we recommend a content synthesis (or repurposing) strategy: You take one piece of long-form content (blog or video) and turn it into multiple other pieces of mixed-media content that you can share on your website and social media.

 

Example: Synthesizing and Repurposing Content

Here’s what a content synthesis plus social media marketing strategy looks like in action:

  • You write one long-form blog of 1,500-2,000 words.
  • You take 3 main topics from that large blog and write three smaller blogs (400-600 words) that go into deeper detail about each of those main topics.
  • You write a script and create a video for the long-form blog (4-8 minutes), and each of those 3 smaller blogs (2-3 minutes) that you post to YouTube and share on social media.
  • Let’s say each of those 3 smaller blogs each have 3 main discussion points. Create 9 short subtopic videos (30-60 seconds) to share on Instagram, TikTok, Twitter, and LinkedIn.

Voila! You just created 3 additional blogs, 4 informative long videos, and 9 actionable bite-sized videos to share on social media, all from one long-form blog post.

If you’re still not sure where to start, check out our 27+ ideas for personal injury lawyers blog.

Content marketing is a critical component of social media marketing and SEO. Call our digital marketing experts at OppGen today to learn more about what our award-winning SEO and content marketing team can do for your business.  

 

Tips and Guidelines for Posting Content to Each Channel

Once again, these are guidelines to start with. The most important thing is that you find a posting schedule that you can stick to consistently. 

Below, we’ve posted some recommendations for types of posts, frequency, and optimal days and times. 

 

LinkedIn

  • Post Frequency: 1 post per day
  • Type and Length of Content: Articles
  • Time of Day: 10 a.m. to noon on Tuesdays, Wednesdays, and Thursdays

 

Facebook

  • Post Frequency: 5 posts per week
  • Type and Length of Content: Video, photo, and text
  • Time of Day: 1 p.m.-4 p.m. on weekdays

 

Instagram

  • Post Frequency: 3-7 posts per week
  • Type and Length of Content: Photos and videos with some text
  • Time of Day: 6 a.m.-9 a.m., 12 p.m.-2 p.m., and 5 p.m.-6 p.m. on weekdays

 

YouTube

  • Post Frequency: 1 video per week (but if you’re starting out and want to build an audience, start with 3 videos a week, then bring it down to 1 per week)
  • Type and Length of Content: videos between 6 and 8 minutes long
  • Time of Day: 12 p.m.-9 p.m. on Fridays, Saturdays, and Sundays.

 

Twitter

  • Post Frequency: 3-5 tweets per day
  • Type and Length of Content: 120-character tweets
  • Time of Day: 9 a.m.-3 p.m. on weekdays

 

TikTok

  • Post Frequency: 1 TikTok per day
  • Type and Length of Content: Video, 15 seconds long (can create longer videos with videos recorded on the app as 15-second segments, up to a maximum of 60 seconds)
  • Time of Day: 6 a.m.-10 a.m. and 7 p.m.-11 p.m.

 

Note: Sticking to a posting schedule and frequency that’s sustainable for your firm is more important than targeting the above recommendations.

 

Can I Reshare Previously Posted Content?

Yes, and you should. Often.

Do you think 100% of your audience or target local audience will see your video, blog, or link the first time you post it? Not likely.

Also, you may have a lot of people in your audience see your post at a time it isn’t relevant to them.

“What do you mean?”

Say you’re a personal injury attorney, and you post content to Facebook and Instagram to help your audience navigate the legal process for their car accident injury. There’s a good chance a certain percentage of your audience at any given time won’t have been in a recent car accident. 

However, that doesn’t mean that they couldn’t be in the future. 

 

How to Automate Social Media Marketing for Law Firms

If you’re worried about how much time it’s going to take to keep posting and reposting content, don’t be.

There are some incredible social media tools like Hootsuite, Buffer, SproutSocial, and hundreds of other options on sites like AppSumo that can help you automate your social media marketing.

 

Step-By-Step Guide: Social Media Marketing for Law Firms

1. Invest in a Social Media Automation Platform

To make things easy to post and repost content, invest in a social media automation platform like Hootsuite, SproutSocial, and several others.

AI writing software is also a good investment. It can help you write quick, quippy little social media posts and even rewrite existing ones, so even recycled posts aren’t entirely the same.

 

2. Plan Out Your Content Strategy

By now, you should know which social channels you want to use for your marketing campaign. The type of content these channels use should inform each content piece you create.

For example, LinkedIn is a great platform to post articles because that’s the primary type of content that’s shared there.

Instagram, on the other hand, is mostly photos and videos with some text. So, your content strategy for each channel should reflect that. Have relevant content prepared for each channel as part of your content strategy.

 

3. Synthesize Your Content

Follow the example as shown in the above How to Create a Content Synthesis Strategy section.

Start by writing a single long-form blog, take 3 main ideas and/or topics from that blog, and divide those topics into smaller 400- to 600-word blogs that go more in-depth. You can then post those blogs to your social media accounts.

Find some smaller discussion points from those mini-blogs and use them to create short 30-second videos to share on TikTok and Instagram.

You can return to the original long-form blog and write a script to create videos for YouTube and share those videos to your other social media accounts, too.

One long-form blog can easily help you create 10-12 additional social content pieces.

 

4. Make a Posting Schedule You Can Stick To

Once you’ve created all of the content pieces, it’s time to use the social media automation software to schedule posts.

Some social media automation platforms and software have limits on how far you can schedule posts out or on the number of posts you can have published at once, so make sure you check back in before you reach those limits.

 

Need More Help with Your Social Media Strategy? Contact OppGen Today

Running a social media marketing campaign isn’t for everyone. OppGen Marketing can help you learn more about digital marketing options for your law firm and more. Contact us today for more information.

video marketing for lawyers

By OppGen

Video Marketing for Lawyers: The Complete Guide

Video Marketing for Lawyers: What You Should Know

Video marketing for lawyers has become a critical component to firms’ marketing strategies. But if you’re like many firms, you may be struggling to keep up with the ever-changing online marketing landscape. 

It’s no secret that video is becoming the predominant form of online marketing. It’s been shown that including video on a web page can increase conversions by up to 80%

And if that wasn’t enough, adding a video to an email can result in a whopping 200-300% increase in click-through rates

With that, Instagram videos, YouTube, and TikTok have opened wildly new windows of opportunity for video marketing for lawyers and firms.

If you aren’t using video, you’re already behind the curve. Video is one of the most effective mediums for growing your brand, visibility, trust, and business online.  And the great news is that you don’t need to spend thousands of dollars on a studio setup, lighting, and expensive cameras to create high-quality video.

Continue reading to learn more about video marketing for lawyers, how you can bootstrap a high-quality office video setup, and leverage video to grow your firm’s brand, visibility, and business. 

 

Why Video Marketing?

The better question is: “Why wouldn’t you?”

Marketers, attorneys, and businesses of all types know that video…

  • Shows potential clients you’re a leading firm and authority in your market
  • Improves your firm’s SEO and organic search rankings
  • Drives more clicks, leads, and new clients to your website
  • Boosts conversions both on and off your website

In the last 4 years, video marketing has seen unprecedented growth. In 2018, the average consumer watched 10.5 hours of online video per week. In 2022, that figure skyrocketed to 19 hours per week.

Right now, around 80% of all consumer traffic online goes to video.

Here’s a run down of some other stats that may blow your mind:

  • 31% of marketers use video to boost their SEO (on and off their website).
  • Including a video on your firm’s landing page can increase your conversions by 80%.
  • 81% of marketers report increasing their and their client sales with video.

 

Video Marketing for Lawyers: How to Get Started

Right now, you may have some concerns about jumping headfirst into video marketing:

  • “Isn’t video equipment expensive?”
  • “I’m super busy. How much time is this going to take out of my schedule?”
  • “Do I really have to be on camera?” (gulp!)
  • “Who’s going to edit, post, and share my videos?”

You’ll be happy to hear that shooting, editing, and marketing videos are far easier than they sound…

If you need help with your video marketing strategy and how that integrates with your content marketing, SEO, or paid advertising, contact our marketing team at OppGen today

 

How to Bootstrap Your Firm’s Video Setup

You don’t need a Hollywood soundstage to make your video look and sound great.

If you want to go big and it’s in your budget, you can, but most attorneys don’t know you can actually put together a stellar in-office video set-up at your desk or in a conference room for between $400-$500.

Here’s how to do it…

 

Every Smartphone is a Portable Studio

We’re lucky to live in a time where virtually every smartphone can shoot high-definition, 4K video. If you have an iPhone or Android phone that was made in the next 1-3 years, congratulations — you can be your firm’s very own Spielberg.

 

Stabilization: Smartphone Tripods for Law Office Studios

Now that you’ve got your portable movie studio on your phone, you just need to stabilize it. We recommend browsing Amazon for a smartphone tripod that fits your needs.

Most of these have universal mounts that fit the vast majority of smartphones. You can get a gorilla-style tripod which is great for setting on desks and tabletops. They have moveable, jointed legs so you can attach them to doorways, chairs, and a variety of different objects around your office for unique shots and angles.

Traditional tripods with telescoping legs are also great if you just want to mount your phone from the floor.

Estimated Cost: $10-$50

 

Audio: The Most Important Part of Video

What you may not know is that sound quality may be the single most important part of video. You can have the best quality video on the planet, but if you have:

  • Crackly, muffled, or distorted sound quality;
  • Tons of background noise; or
  • Quiet or unclear vocals

No one is going to stick around to watch your full video. Video marketing for lawyers is about nailing quality and clarity.

Again, you don’t need a big budget or fancy equipment to get that.

There are a lot of great, affordable, and even portable audio options out there to give your videos the crisp, clean sound quality they deserve.

Once again, go back to Amazon or Google and search for:

  • Best Smartphone Lavalier Microphones: These compact mic setups easily attach to your shirt or blouse collar and can be used wirelessly or plugged directly into a tablet, phone, or computer.
  • Best Desktop or Podcasting Microphones: Capture premium sound quality and can be plugged directly into your computer’s USB port.

Estimated Cost: $50-$150

 

Lighting Recommendations for Attorney Video Marketing

Lighting is another simple yet critical factor in making a great video. Once again, you don’t need a TV- or movie-quality lighting kit to make your videos stand out.

  • Ring Light: Ring lights are one of the best, most portable, and most cost-effective ways to get a high-quality lighting setup in your office. A lot of these come with built-in smartphone tripods and even directional microphones. 
  • Box Lighting Kit: If you want to get a little more robust, you can get great multi-piece box lighting kits on Amazon as well.

Estimated Cost: $50-$200

 

Simple Video Editing Software

Microsoft and Apple computers both have free built-in video editing software. You can even use free studio-quality video editing software on your Android or iPhone.

Estimated Cost: $0

 

Outsource the Shooting and Editing Process

So you have your shiny new studio set up. Now what?

Unless you plan on spending your nights and weekends editing, publishing, and sharing your videos on social media, you’ll need some help.

That’s where outsourcing comes in. Finding someone to spearhead and take over the shooting and editing process — if you can — is essential for keeping video marketing for lawyers as simple and streamlined as possible.

If you already have a receptionist in the office, empower them by giving them the time and resources to learn these new skills.

If your reception staff doesn’t have a background in video or audio but is already fairly tech-savvy, it only takes a few hours of watching YouTube videos to learn how to shoot, edit, upload, and share great video content.

 

Elements of Good vs. Great Video Marketing for Lawyers

There are some other elements of great video marketing for lawyers that may require you to outsource talent out of the office:

  • An opening animation sequence (5-20 seconds). This will be the standard opener you put at the beginning of all of your videos.
  • A closing animation sequence with a call to action (5-10 seconds).
  • Simple, yet signature, background music.

Take a look at this example video from our client GBM Law.

 

What did you notice?

  • An opening animation
  • Great background music
  • Captivating slide transitions between topics
  • A call to action
  • A nice closing slide

This is more technical work that would be great to outsource out of the office. You can find a lot of outstanding talent on Fiverr.com who can do all of this quickly and affordably.

There’s a lot more to marketing your videos than just publishing them to your website, social media, and YouTube. Contact our team today to learn more about video marketing strategies for your law firm. 

 

Video Marketing for Lawyers: Content Topics

So now you’ve got your studio set-up, music, opening, and closing video assets and you’re ready to start shooting.

What are the topics going to be for your videos?

The types of content that tend to be the easiest to shoot and that perform best for attorneys are:

  • Frequently Asked Questions (FAQs): Make a list of the most frequently asked questions you get from new leads and clients. See if you can come up with 10-15 of these.
  • Client and case successes: Are there any recent case successes you and/or your client wouldn’t mind sharing on camera? (privacy, discretion, and client consent are key here).
  • Unique value [ropositions: What makes you different and better than other firms? Why are you passionate about what you do?
  • Involvement in your community: Is your firm actively involved in bettering your community? Talk about events that you’re participating in locally.

 

Video Marketing for Lawyers: Put it on the Calendar

If you don’t prioritize video marketing, it will never get done.

Get together with your reception and office staff and outline a shooting schedule for the month. Send out a calendar invite and reminders so you don’t miss it.

Here are some other tips for sticking to your video marketing plan…

 

1. Choose a Pace That’s Sustainable

Don’t make your shoot schedule overwhelming. Instead of committing to shooting or posting multiple videos per week, choose a number of videos that work with your schedule. We recommend shooting, editing, and posting at least two videos monthly.

 

2. Batch Shoot When Possible

It’s a lot easier to block out three hours of your schedule once per month to shoot a handful of videos than it is to squeeze six separate 30-minute shooting sessions into your calendar.

Batch video shoots and editing time into your schedules as much as possible to save time and create more content.

When you get more comfortable with shooting video and being on camera, you may be able to shoot 2-3 months’ worth of video content in a few hours.

 

3. Recruit Help Around the Office

Recruiting help around the office is key when it comes to everything from shooting videos to video marketing for lawyers.

It’s easy enough to set up your tripod, phone, and microphone to shoot video on your own, but your receptionists or partners can provide a helpful eye and ear during the process.

See if you can at least get one other person in your office to help you with setup and feedback while you’re shooting.

 

4. Automate Social Sharing and Maximize Visibility

One of the best aspects of video content is that videos can have a long marketing shelf life. You may shoot FAQ videos about your practice area or firm that are relevant for 2-3 years minimum. There’s a good chance your videos will have evergreen value, which makes them ideal for sharing and resharing on social media.

There are a few things we remind our clients of when they’re focusing on building their brand and growing their visibility with video, on and off social media:

  • Posting or sharing something one time, doesn’t mean 100% of your audience will see it.
  • Why post or share a helpful video on social media one time when that video provides ongoing, lifetime value?
  • Resharing helpful content on social media is a great way to build up your audience, visibility, and trust in your local market, giving more people more opportunities to see your videos.

Posting on social media may sound time-consuming, but helpful social media management tools like Hootsuite, Buffer, Sprout Social, and Sendible make social media marketing automation easy.

They give you the power to write or create a post once, and then let the software automatically: 

  • Queue those video posts to be shared and reshared on a schedule of your choosing (quarterly, monthly, weekly, or even daily)
  • Post your content on the best days and times to maximize visibility, exposure, clicks, and engagement

 

In Closing

Video marketing for lawyers is becoming more and more popular as a way to build visibility, credibility, and trust with potential clients in your local market.

If you or your firm have any questions about integrating video marketing, SEO, PPC, social media, or social advertising into your digital marketing strategy, contact our team today for a consultation call today.

SEO and content marketing for law firms

By OppGen

SEO and Content Marketing for Law Firms

SEO and Content Marketing for Law Firms

SEO and content marketing for law firms are two critical components of successful online marketing campaigns.

  • What is content marketing?
  • What is SEO?
  • Why is SEO and content marketing for law firms so important?

We’ll admit, digital marketing can be confusing. There are so many channels, tactics, strategies, methods, platforms, and opinions to consider. With all these options, it’s easy for your efforts to become divided and ineffective.

However, any agency worth their salt will tell you that SEO and content marketing are the foundations of an effective law firm marketing campaign. 

Luckily for you, OppGen Marketing is that agency. Don’t believe us? Schedule a free consultation with us today.

 

What is Content Marketing?

Content marketing is the process of creating and sharing relevant, valuable, and engaging content on your website and other digital channels (social media, YouTube, features on other websites, etc.).

Content marketing includes all types of media:

  • Text-based media like blogs, articles, ebooks, and emails
  • Images, photos, and infographics
  • Video 
  • And audio

Great. But why is content marketing for law firms so valuable?

 

Why Content Marketing for Law Firms is Essential

The goals of content marketing are simple and straightforward:

  • Get your content to rank on Google.
  • Gain more visibility online with your target audience: Individuals in your area searching for keywords, phrases, and questions related to your practice.
  • Bring more qualified traffic, leads, and legal clients to your website and firm.

What does it take to create great content? 

Quality, strategic content should provide answers to your target audiences’ questions and solutions to their problems.

Content assets should…

  • Educate, inform, and engage your target audience.
  • Build trust with them by showcasing your knowledge, credibility, experience, and success in your field.
  • Push visitors to contact your firm for a consultation (phone call, website contact form, website chat feature).

Content marketing is a fairly simple concept but is far more complex in execution. In fact, law firm content marketing happens to be particularly competitive. It takes skilled SEO technicians, writers, marketers, and creators to put your law firm on the map.

 

What is SEO?

SEO (Search Engine Optimization) is the process of optimizing various assets on and off of your website to rank higher on Search Engine Results Pages (SERPs), for searches related to your practice.

This can include…

  • Content Marketing: Enhancing and creating website content like text, blogs, videos, audio, photos, etc.
  • Improving technical aspects of your website like speed, performance, mobile-friendliness, navigation, and user experience.
  • Managing your online presence and reputation: Directories, social media, and overall web presence.

You can begin to see why SEO and content marketing are critical for the digital success of your law firm.

 

Relationship Between SEO and Content Marketing for Law Firms

SEO and content marketing for law firms should be synergistic. Not mutually exclusive.

SEO guides, informs, and enhances your content. SEO knowledge and tools give us the ability to research, analyze, and strategically incorporate valuable information and keywords into your content.

These are the exact keywords, questions, and phrases your target audience is using to look for your firm on Google and other search engines.

Content marketing works to boost your SEO and SERP (search engine results page) standings. Creating strategic, search-oriented content can increase your ranking on SERPs — producing more visibility, traffic, leads, and clients for your firm.

OppGen Marketing’s SEO program includes strategic content creation. Click here to request more information.

 

SEO without Content | Content without SEO

Using one without the other doesn’t really work.

Consider this: If you have superb website content but a slow, underperforming website — visitors won’t stay on your site. Additionally, Google will see your site has performance deficiencies and penalize you because of it.

Conversely, if you have a high-performing, user-friendly, easy-to-navigate website but inadequate website content, it may be impossible to rank.

Great content can’t compensate for bad SEO.

The best SEO strategy can’t make up for poor or subpar content.

 

How SEO and Content Work Together

Your SEO and law firm content marketing should be used concurrently. When they are, they can produce results greater than the sum of their parts.

Here is a quick breakdown and some highlights of the collaborative relationship between SEO and content marketing:

  • Content and SEO need to work together: They give users relevant, helpful, informative, unique, attention-grabbing content on a fast, responsive, organized, and user-friendly website.
  • SEO informs Strategic Content: A core component of SEO is identifying the keywords, phrases, and questions your audience is searching for.
  • SEO and content marketing are essential for ranking, increasing your digital footprint, and driving more traffic, leads, and clients to your website.

 

Digital Marketing Strategy for Law Firms

Content marketing for law firms and an informed SEO strategy are key to your firm’s digital success. What about the other aspects of digital marketing?

As with SEO and content, every aspect of your digital marketing efforts can work synergistically to grow your firm’s business.

There’s a good chance that the majority of your firm’s new, non-referral leads come from Google and other search engines. However, that’s not the online place they’re studying your online presence. 

Your ideal clients are also searching for and validating your firm in other areas of the web, like:

  • Facebook
  • LinkedIn
  • Twitter
  • YouTube
  • Directories like Yelp, your Google Business Profile, Avvo, and SuperLawyers

Bottom line: The best way to get discovered by new clients online is by consistently and strategically expanding your digital presence, across platforms. 

Results-driven content marketing strategies utilize a mix of different channels and types of media to get in front of your target audience, on the digital platforms they use the most. 

 

In Closing

Our team at OppGen uses industry-leading SEO tools, marketing best practices, and personalized, high-caliber content to produce winning law firm content marketing and SEO campaigns

If your business needs an SEO and content marketing strategy to put your law firm on the map and get you more visibility with your target audience, contact our team at OppGen today for a complimentary strategy session.

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