Author: Guy Alvarez

Keywords are the backbone of any SEO strategy. In order to rank in search engines, you must optimize your content for target keywords that you want to be found for online. But how can law firms know which keywords will be best for their strategy? Here’s how to find the best keywords for your law […]

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Craig Budner. Craig W. Budner is the global strategic growth partner for K&L Gates, a global law firm with 48 offices and approximately 2000 lawyers on 5 continents. In this role, Craig manages the global recruiting and integration functions for the firm. […]

If you’re a career-long digital marketer, then you’re probably used to hashtagging on Instagram or creating Facebook event invites. However, new tools, platforms, features, and networks are being constantly introduced. As social media continues to evolve, even seasoned marketers can get confused – not to mention those new to marketing! Many small firms don’t have […]

Email is far from dead and in fact is a crucial element of most legal marketing plans. That doesn’t mean that it’s easy to do, though. It’s essential that your email copy is well-written, or you risk people unsubscribing, which makes it harder to nurture your relationship with them. Well-crafted emails are one of the […]

How to Find External Sources to Create Trustworthy Content In the legal industry, you’re essentially selling your knowledge. It’s important to create credible content that positions you as a thought leader – both in order to generate leads and to prove your trustworthiness. However, too many firms end up “talking to themselves”. That means that […]

HubSpot is a beacon of valuable knowledge for marketers. They’ve recently released their latest report, a free State of Marketing Report (updated for 2023) with lots of insights that can inform savvy legal marketers.  What are the main takeaways? We’ve scoured the report and have distilled the robust concepts into some actionable highlights that you […]

All too often we see law firms aren’t able to reach their full potential with marketing. However, they’ve exhausted their resources and the team’s bandwidth. This is when you know it’s time to bring in a marketing agency. However, many law firms are hesitant to jump to this conclusion because they don’t see the value […]

All great video marketing campaigns start with great video scripts. Voiceover, music, visuals—these all enhance your story, but that story needs to be on paper first. Your creative team can only do so much to enhance your vision, so it’s important to give them a strong foundation. We’ve created plenty of videos for our clients, […]

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by John Hellerman. John Hellerman is the President of Hellerman Communications, an award-winning corporate communications agency positioning professionals to win business and navigate crises. John and his firm specialize in strategic marketing and content development, crisis and litigation communications, and social influencer and […]

A growing number of law firms and B2B-focused industries are adopting account based marketing (ABM). Account based marketing is a strategy that directs marketing resources in order to engage with a specific set of target accounts. Firms both large and small find ABM helpful because it forces collaboration between business development and marketing efforts and […]

Video marketing has become essential, but quality is still more important than quantity. Simply developing videos to reach your audience isn’t enough – videos need to resonate with viewers in order to move the needle for your firm. In fact, resonance is the most important factor in whether or not your audience will take action.  […]

SMART goals are the key to creating achievable and measurable objectives, whether in your personal or professional life. What are SMART goals? How can you better use them to reach your desired results? In this post, we are covering how law firms can manage their marketing goals using the SMART methodology. A Refresher: What are […]