Law Firm Marketing on LinkedIn: You Must be Present to Win
LinkedIn is a powerful social network tool that can accelerate any law firm marketing plan. Yet why is it that there are still many attorneys and law firms that fail to take advantage of this free business development opportunity?
You must be present to win on the internet! If you are not active on this leading social media platform in the legal market, chances are good that your competition is. Why let another law firm go after your accounts?
This article is one of a new series we will be publishing on how a law firm can maximize their LinkedIn presence for client retention, new client acquisition, lead generation, and thought leadership. Below are five reasons why LinkedIn should play an important role in any law firm marketing plan.
Expand your network: LinkedIn reports record engagement across its more than 850 million members. This is a testament to how mission critical the platform is to connect proactive industry professionals, job seekers with jobs, learners with skills, and marketers with buyers. Serious LinkedIn users join relevant industry groups, follow influencers, monitor client activity, offer endorsements, and get referrals.
Enhance your reputation. LinkedIn allows you to showcase your expertise, achievements, and credentials. You can create a detailed profile, publish articles, share insights, and participate in discussions. You can also use LinkedIn to monitor your online reputation and respond to feedback.
Engage with clients. In this era of remote work, it can be hard (if not impossible) to conduct in-person client visits. Yet connecting with a client online is as simple as a few clicks. If you are not already linked to a client online, simply find their LinkedIn profile and send a personalized message to establish a connection. Once you have a relationship in place, you’ll both be able to see each other’s shares and updates on your LinkedIn feed. You can also send messages to your connections on LinkedIn.
Follow professionals of interest. Following someone on LinkedIn allows you to see the person’s posts and articles on your homepage without being connected to them. However, the person you’re following won’t see your posts. By default, you will follow your 1st degree connections, and you can always unfollow them. You can reach a larger audience by encouraging others to follow your activity and read what you’re sharing on LinkedIn, without adding 1st degree connections to your network.
Stay connected despite job changes. It’s easy to lose track of people over time. LinkedIn solves this problem by keeping your connection alive, even when a person makes a job change. First, you will get a notification about a job change when your connection makes an announcement on LinkedIn. This will enable you to offer your congratulations and keep the conversation going. Second, if the person is leaving a position with a client company and going to a non-client, you may be able to generate new business by staying in touch.
In summary, LinkedIn is a valuable law firm marketing resource. Lawyers who aren’t maximizing their online presence are missing out on career growth and business development opportunities. Today is a good time to start by creating or updating your LinkedIn profile.
Read our e-book, “Courting Your Clients,” for more detailed guidance on law firm marketing.
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