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Law Firm Marketing with LinkedIn: How to Engage with Clients
Connecting with current and potential clients on LinkedIn requires some strategy and etiquette. Here are five tips for law firm marketing on LinkedIn, with a focus on how to engage with clients effectively.
Create and share valuable content. One of the best ways to attract and engage clients is to provide them with useful information that showcases your expertise and helps them solve their problems. You can write original articles, post videos, share infographics, or repost relevant content from other sources. Overall, make sure your content is relevant, engaging, and professional.
Elevate others in your LinkedIn conversations. Your post will get more impressions when you identify people and companies. Simply include the “@” sign immediately before the name of the person or company as it appears on their LinkedIn profile. Then click at the end of the name and you will be automatically prompted to activate the link. This works best with 1st degree connections.
Join and participate in LinkedIn groups. LinkedIn groups are communities of professionals who share common interests, goals, or challenges. You can join groups related to your industry, niche, or target market, and contribute to the discussions by offering insights, asking questions, or providing feedback. This can help you establish your authority, build relationships, and generate leads. Note that group managers may review your request to join or ask for additional information to make sure you meet their membership criteria.
Send personalized messages. When you want to reach out to a client or prospect, avoid the tendency to send a generic or automated message. Instead, craft a personalized message that shows you’ve done your research, expresses your interest, and offers value. For example, you can mention something you learned from their profile, congratulate them on a recent achievement, or share a relevant resource.
Respond and follow up. Engagement is a two-way street, so don’t ignore or delay your responses to clients or prospects who contact you. Be prompt, courteous, and professional in your replies, and try to keep the conversation going. If you don’t hear back from them, follow up with a gentle reminder or a new piece of information. Show that you care and are interested in helping them.
Your law firm marketing success on LinkedIn works best when you connect to others who you trust, since they will have access to your personal contact information. In addition to your email address, your connections can view your employment history, your recommendations and endorsements, and see your network updates that include Top Voices and Groups you’re following. By limiting your connections to people and organizations that you know and trust, you will be able to protect your employment information and share it only with people who will find it relevant.
This article is one in a series we are publishing on law firm marketing on LinkedIn. Readers will learn how to maximize their LinkedIn presence for client retention, new client acquisition, lead generation, and thought leadership.
Margaret Grisdela
561-266-1030
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Contact Margaret Grisdela, a legal marketing consultant, at 561-266-1030 or via email. Connect with Margaret Grisdela on LinkedIn.
