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:
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.