Lawyers and law firms may not realize the importance of LinkedIn as part of their marketing strategy but the professional platform can unlock a number of massive opportunities and potential value that otherwise will be missed. LinkedIn isn’t just for job seekers and human resources professionals. It is a powerful marketing and networking tool that can be used for lead generation and leveraging resources to generate new business. Even as busy lawyers, LinkedIn can connect you to potential clients. Scaling your law business and sharing your expertise through this professional platform is an excellent way to manage your time and generate interest in your practice.
Marketing for Law Firms Made Simple
Times have changed. If you have no online professional networking presence, you will become invisible quickly. Building a law practice is about relationships and LinkedIn helps you start this process. It should be a part of an integrated marketing strategy that includes other online components such as a website, blog, and other social media platforms where your current and future clients can easily connect with you and your experience. Here’s why you should be using LinkedIn to market your law firm:
- #1 channel for business to business marketing
- 80% of business to business marketing leads come from LinkedIn
- Executives rate LinkedIn as their #1 choice for professional content
- More traffic is driven to your blogs from LinkedIn than any other social media platform
When building your integrated marketing strategy, it should begin with a strategic approach using your specific law niche. A long term strategic approach can be implemented using plans that are broken down into tactics. These will all change and evolve over time as you achieve goals and make new ones. Keeping these goals in mind will help provide a clearer picture of where you want your law firm to be.
Importance of LinkedIn for Lawyers
For a lawyer that is new to using LinkedIn, the numerous features can be overwhelming. Keep it simple by focusing on a few uses that will generate a return. Targeting your efforts for a specific niche will generate interest from a highly targeted audience looking specifically for your expertise. This will give you the opportunity to present your value proposition to an audience that is ready to work with you. Here’s how to use LinkedIn to do it:
- Reputation — As a lawyer, you know how important it is to maintain a good reputation. Using LinkedIn, your online reputation can speak volumes and encourage potential clients to hire you. You can start this process by crafting a detailed profile and making meaningful connections. Your profile is a representation of your brand positioning so make sure to highlight the problems you solve rather than practice area descriptions. One of the most useful features of LinkedIn is sharing content and publishing. By sharing your expertise with your connections, you build brand credibility and awareness. As a lawyer, it’s important to connect to your audience in their language. Keep this in mind as you develop, write, and publish your content.
- Talent — When you’re looking to grow your law practice, LinkedIn is one of the best ways to do so. Most of the audience is educated and an open position can be advertised easily to all of your connections. LinkedIn also allows you to advertise your open position using promotional tools in the Jobs section.
- Networking — The ability to build relationships on LinkedIn is what makes this platform so valuable. In fact, that’s what it was created for. Now, you get the opportunity to take full advantage of its powerful networking capabilities to build your law business. You can do this by using the search function to filter results by geographical location, title, education, company name, and industry. If you already have a good idea of who your target audience is, using LinkedIn will make it that much easier to find them.
Connect with other lawyers using LinkedIn groups. You can also use the search function to find groups that are related to your law practice. Just remember that it is not enough to simply collect a massive following of connections. It’s important to block out time to like, comment, and share with other connections online to truly build relationships. This will help you raise your visibility and place you on the radar of people looking for your expertise.
- Clients — When you think of finding new clients, LinkedIn may not be the first place that comes to mind. However, in times like these, everyone is experiencing legal troubles. You want to be the first person that comes to mind when they need a resolution.
How do you do this? First, create and share content on a consistent basis. This will draw attention to your law practice and show that you are a prominent presence on the platform. If you have a blog connected to your website, copy and paste the URL to the LinkedIn platform with a brief summary of the content. You can also publish directly to LinkedIn and share it with your network. You don’t always have to share original content. Reposting an interesting article or sharing an article by one of your connections is an effective way to deliver value to your network.
Next, engage in online dialogue. You can message potential clients and build rapport through the messaging system. Directly reaching out to professionals in your network in a mutually beneficial way through an introduction can get the conversation started.
Lastly, you’ll want to take conversations offline to close the deal. Prospecting and establishing relationships through the platform is an excellent starting point. When you see a prospective client frequently liking and commenting on your posts, make the suggestion to take the conversation offline with an introductory phone call, coffee meeting, or other meetups outside of LinkedIn. In contrast to other networking methods, LinkedIn has a higher ROI because more progress can be made in less time without ever leaving your computer or phone.
- SEO — Remaining active on LinkedIn can help your SEO strategy as well. Creating a LinkedIn company page is the first step in showing up in Google search results for your law practice. You can share content from your company page which can increase the visibility of your content and encourage potential clients to visit your website.
Call us for Expertise with Marketing for Law Firms
LinkedIn is just one small piece of an online marketing strategy that can dramatically increase the growth of your firm. All types of law practices can utilize LinkedIn and any other social media platform for sharing content. The key is to combine all social media, content marketing, branding, public relations, web development, SEO, and traditional marketing methods for seamless and consistent messaging that drives business growth and ROI.
With over 25 years of integrated marketing experience, particularly for top law firms, we have the strategic focus and expertise to help you build your online presence and credibility effortlessly. Our passionate and award-winning approach will help you free up time to serve your clients and solve problems. We are committed to serving small businesses during these challenging times and look forward to helping your law firm meet the goals and objectives you’ve set.
Give us a call to help your law practice reach new clients!