Just How Important is LinkedIn for Attorneys? 

Social media marketing is one of the most leveraged strategies for growing your law firm’s business. You might think that your focus should be on Facebook, Instagram, or Twitter. And perhaps some of it should be depending on your target audience. But any attorney that leaves LinkedIn out of the equation is leaving a lot of marketing potential on the table.

How Important is LinkedIn for Attorneys?

LinkedIn launched in 2003 and has grown into the world’s largest online professional network. The platform now has over 310 million monthly active users, with close to 40% accessing the network daily.

There are roughly 800,000 attorneys on LinkedIn, and the American Bar Association reports that 75% of lawyers use the site for professional purposes. But a majority aren’t making full use of it to promote their brand and drive new business.

Here are several reasons why you should be harnessing the power of LinkedIn to promote your legal services:

  1. Build Relationships With Potential Clients

You can use LinkedIn to network with people that might need your legal services today or in the future. You start on LinkedIn with people you already know. But the platform makes it simple (and not awkward) to form new connections. Most people on the platform are looking to grow their network, so you can begin building relationships with people that will eventually bear fruit.

  1. Nurture Relationships With Existing Clients

Once you get a client, you should do your best to keep that relationship. Even if your client doesn’t need your services again for years, staying in the front of their mind can ensure you’ll be the first name they think of when one of their friends or family needs a referral.

People do business with lawyers they trust and like. LinkedIn gives you the opportunity to stay connected with people.

  1. Connect With Potential Referral Sources

Where LinkedIn really shines for attorneys is its massive potential to drive referral business to your law firm. Remember, there are close to a million lawyers on LinkedIn. Start connecting with a bunch of them outside your geographic and main practice areas. Then, when an opportunity comes up, one of those lawyers might remember you and refer business your way.

  1. Boost Your Credibility

Speaking of your peers, one of LinkedIn’s features is the ability to recommend or endorse a connection. When you do this for other attorneys, they are likely to return the favor. You can also get these endorsements from past clients. Having these on your profile increases your credibility and the likelihood that someone will contact your firm.

  1. Become a Thought Leader

If you want to attract new referral sources and clients, you can do so by being a regular participant on LinkedIn. This involves publishing original content, commenting on others’ posts, sharing relevant information, and expanding your connections. When you do these things, you’ll be top of mind as a thought leader in your practice area.

  1. Stay On Top of Legal and Industry News

When you join LinkedIn groups, you can stay at the forefront of current issues, trends, cases, and changes in the law related to your area of practice. Many of these groups feature interesting discussions on current events and give you another opportunity to make connections.

  1. Showcase Your Legal Abilities

Law firms can (and should) create a LinkedIn page, but attorneys should have their own separate profiles on the platform. This gives you an opportunity to showcase your personal brand as well as your legal abilities.

  1. Increase Brand Awareness

LinkedIn is a vital marketing tool for every law firm and attorney when you consider that your current and potential clients, as well as your competition, are on the platform. You should use the network to make strong connections with people and your peers and set yourself apart from your competitors.

Getting Started With LinkedIn for Attorneys

As you can see, LinkedIn is not only an impressive tool for networking but also a goldmine for attracting and fostering referral business. So, how can you use this platform most effectively? Here are a few tips to get started with marketing your legal services on LinkedIn.

  1. Create a Strong First Impression

The first thing you want to do is create a strong profile. Many lawyers make the mistake of just duplicating their CV in digital format and calling it a day. Try to avoid this approach.

Start with a professional headshot (no selfies) and a background photo that reflects your personal brand. Include a headline that reflects your main area of practice. Finally, make sure you include an engaging description in the “About” section, list your skills, and state the geographic area you serve.

  1. Grow Your Network

When you first start on LinkedIn, you’ll want to give the platform access to your email contacts so that you can make instant connections with people you already know. From there, you can expand your connections through “2nd Connections” (connections of your connections) and people you meet in Groups.

  1. Get Active

Don’t just be a lurker on LinkedIn. Get active to get the most benefits from the platform. This involves liking, commenting, and sharing other people’s content. Go to the Recent Activity section, where you’ll find new content posted by your connections waiting, fresh connection requests that need your approval, and opportunities to congratulate someone on a professional milestone.

  1. Post Content

One of the best ways to start enjoying the benefits of LinkedIn fast is to post your own high-quality content. Publish articles and video content on LinkedIn, where your connections will have the opportunity to like, comment, and share. You can write informational pieces, post company news and announcements, give industry updates, and discuss your thoughts on recent cases.

Get Help Developing Your Legal Marketing Strategy

If you aren’t using LinkedIn to promote your legal services, it’s probably time to start. But first, you need to make sure your online presence (website, social media profiles, Google My Business) is in order so that you can maximize your referral traffic from LinkedIn.

Too Darn Loud Digital Marketing specializes in helping law firms get found online and then get heard through our comprehensive digital marketing solutions. Contact us today to learn more.

What Social Media Platforms Should I Be Using to Market My Business?

Social media can be one of your business’s most successful digital marketing channels. It’s an excellent way to build brand awareness, connect with new customers, and maintain relationships with current customers.

Your business needs an active social presence. But there are over 50 social medial platforms in existence, and more are launched all the time. So, which one is going to be the best for your business?

When considering what social media sites to use, keep these questions in mind:

  • Who is your target audience and which platforms do they use most?
  • What message are you trying to deliver about your brand?
  • What kinds of content do you plan to produce?
  • How will social media support your marketing efforts?

Here is what you need to know about the top social media platforms so that you can make an informed choice about your digital marketing strategy.

Facebook

Number of Monthly Users: 3+ billion

Demographics: Men and women, ages 18-65 or older

Facebook is, hands-down, the world’s largest and most active social media platform. The company reportedly earned over $70 billion last year, a lot of it from Facebook ads.

More than 1 billion people are active on the platform daily. But does that mean it’s a good investment for your business? It might be if you want to learn more about your target audience, build an email list, and build an active community around your brand.

Pros: Massive audience reach, powerful analytics, excellent for customer interaction, and targeted advertising

Cons: Takes consistent engagement, ads are expensive, and there is little support if your account is suspended.

Instagram

Number of Monthly Users: 1.28 billion

Demographics: Men and women, ages 18-64

Facebook owns Instagram, but this platform appeals to a younger target audience. In fact, the majority of Insta’s users are under the age of 25. The content on the platform leans heavily towards short videos and photos.

Instagram is an excellent way for your brand to show rather than tell its audience about its products, services, and values. Your brand’s Instagram account can also be integrated with Twitter and Facebook so that you post the same content across multiple platforms.

Pros: More popular with younger audiences, works better on mobile devices, and short visual content performs well.

Cons: Need to post often for the best results, and metrics can be confusing.

Twitter

Number of Monthly Users: 396 million

Demographics: Men and women, ages 18-49

Twitter has a smaller user base than many of the other platforms, but its users there are incredibly active. Practically every major brand has a presence on Twitter, so it’s probably a good idea for you to consider it. Twitter can be a powerful way to make direct connections with customers and referral sources.

Pros: Simple to engage with followers and influencers, easy to target content with “@” and “#,” and ads are more affordable than Facebook.

Cons: The platform is fast-paced and competitive, you have to post a lot, and any traffic you get might not be “quality.”

LinkedIn

Number of Monthly Users: 310 million

Demographics: Men and women, ages 25-64

If you market to other professionals, your business must be active on LinkedIn. This is the world’s largest online professional networking site that allows you to make lasting connections with customers and valuable referral sources. To use the platform effectively, you’ll need to create an engaging profile, work on building connections, and stay active in building relationships.

Pros: Excellent for networking, getting referral business, and promoting business-related content.

Cons: Not ideal for some eCommerce brands and has a smaller user base than some other platforms.

YouTube

Number of Monthly Users: 2.29 billion

Demographics: Men and women, ages 18-65 and older

After Google, YouTube is the world’s second-largest search engine. Music and comedy do great on YouTube but so do brands that post the right type of video content. Instructional videos, product reviews, and other educational-type videos do fantastic on YouTube and get massive exposure for the brands that produce and post them. If you have customers with questions (who doesn’t?), you should be posting content on this platform.

Pros: Videos can drive conversions, and video content is highly sought-after.

Cons: Videos can be challenging to produce and ranking your videos on YouTube can be tough.

Pinterest

Number of Monthly Users: 459 million

Demographics: Women, ages 18-64

If your target audience is primarily women, you might want to consider a presence on Pinterest. Sure, the platform is popular for posting cooking and home improvement items. But people also post travel, fashion, and various infographics.

Pros: Simple tools to boost views and traffic, and less expensive advertising than other platforms.

Cons: Not suitable for every type of business and requires a consistent posting schedule to stand out.

TikTok

Number of Monthly Users: 732 million

Demographics: Men and Women (boys and girls), ages 10-34

If your target audience is incredibly young, as in kids, then TikTok is worthy of your time and attention. The video-based app has had more than 2 billion downloads. Over 41% of users are between 16-24, and users spend an average of 52 minutes each day viewing content on the app.

Pros: The platform has the highest engagement rate of any social media site, and the user base in the U.S. has grown by nearly 6x in the past 18 months.

Cons: Not suitable for every business, and it can be challenging to compete with millions of other videos.

Get Help With Your Social Media Marketing Strategy

Social media can help your business engage with customers and drive conversions. You can use it for promotional giveaways, advertising, and to find out what people are saying about your business.

Social media is an excellent way to develop your brand’s voice and increase your overall reach. It can also help you attract new customers and retain the ones you already have. But creating social profiles and social media management takes some know-how and a dedication of time and resources.

At Too Darn Loud Digital Marketing, we help clients build and promote their unique brand on the social channels that make the most sense and will provide the best results. Contact us today to learn more about how our services can help you get found and be heard.