Mastering LinkedIn For Your Law Firm
Of all social media platforms, LinkedIn, which is considered the “professional” social network, is far and away the most popular with attorneys. Due to its professional and serious tone, lawyers naturally feel comfortable participating on LinkedIn. According to a 2016 ABA Legal Technology Survey Report, over 93% of lawyers now use the platform.
But simply having a basic profile on the platform isn’t enough to leverage it for your benefit. Even though LinkedIn does not get as much recognition as Facebook or Twitter, there are several reasons why it deserves your attention. Once you realize how valuable this resource is to your firm’s digital marketing program, you will be eager to optimize your participation in this space.
Why Should My Law Firm be on LinkedIn?
For many lawyers and law firms, LinkedIn is an untapped opportunity resource. Maybe you only created a profile in law school or when you first formed your firm. There is a good chance you are not capitalizing on the features that the platform offers. Here are several ways you can use LinkedIn to help build your practice and boost your digital marketing efforts.
LinkedIn was built for networking. It is estimated that two professionals join the platform every second. While your firm will get new clients from a variety of sources, some of your new clients will be from referrals based on professional relationships you have developed.
On LinkedIn, you can look for groups for attorneys that do similar types of work, your law school alumni association, and your local bar associations. These groups serve as valuable ways to share information, build connections, and ask for help.
- Reputation Management
In today’s digital world, your firm’s online reputation means everything. Potential clients are more likely than ever to spend some time researching your firm before they hire you, and a growing number of people have profiles on LinkedIn. Having a detailed profile and even publishing on LinkedIn can give you more visibility.
- Talent Acquisition and Management
LinkedIn is a particularly vital platform for growing law firms because it is an effective tool for attracting top talent. Whether you are hiring a new lawyer, paralegal, or a receptionist, LinkedIn gives you the ability to expose that open position to a large network of qualified professionals. Further, you can use LinkedIn as a means of gauging employee satisfaction and comparing yourself to other law firms to boost employee retention.
Maintaining an active LinkedIn profile can benefit your firm’s SEO strategy as well. If you have a LinkedIn company page, it could show up on the first page of Google when someone searches for your firm. LinkedIn also provides another way to drive your content and encourage “sharing,” which can get you valuable backlinks to your website.
- Client Acquisition and Engagement
LinkedIn might not seem like the ideal platform to attract new clients, but nearly everyone has legal troubles at some point. Ideally, attorneys that represent businesses, such as insurance defense firms and labor and employment firms, will attract more business. But, don’t discount the idea that people on LinkedIn aren’t looking for a reputable personal injury, family law, or even a criminal defense attorney.
LinkedIn for Lawyers: Tips for Getting Started
LinkedIn currently has nearly 690 million users worldwide, so it’s a target-rich environment for lawyers and law firms. The good news is that it takes less time to stay engaged on LinkedIn than other social networks like Twitter or Facebook. Getting started on LinkedIn doesn’t have to be complicated. Here are some best practices:
- Build a Strong Profile
Think of your LinkedIn profile as a digital business card. You want your information to be as professional and complete as possible. First, you need to build a quality profile page that includes a professional headshot, summary sections, and value statement. Your headline should be keyword-optimized, including terms such as “personal injury attorney” or “Alabama family lawyer.”
Your firm should also have its own LinkedIn Company page, again using keywords. Finally, encourage all the attorneys and other employees in your firm to create a profile on the platform and connect to your firm page.
- Maintain Consistent Branding
It is important that your law firm’s LinkedIn profile matches that of other social media platforms you’re using for online marketing. Use consistent branding when it comes to taglines, photos, contact information, and other details. This is vital for SEO as well as creating a uniform message across different channels.
- Connect with Colleagues and Clients
Once you have established your LinkedIn profiles, you can begin making connections. You can start with colleagues, clients, and people you already know. Beyond that, you can start branching out to connect with local businesses or agencies that might be relevant to your services. For example, if you are a family law attorney, you might connect with businesses that work with parents and children.
- Create Your Own Content
One of the great things about LinkedIn for lawyers is that you can publish your own content on the platform. Similar to your website’s blog, create content that will be useful for your target audience. When you post, be sure you are using relevant hashtags, such as #personalinjuryattorney or #virginialawyer.
- Share Other’s Content
What you share on LinkedIn does not always have to be original content. You will go a long way towards building relationships if you share other’s content on your page or profile. Some things to share include trends in your city and news about recent legislation.
- Join Networking Groups
There are thousands of groups on LinkedIn that are targeted to a variety of interests. Find the ones that focus on lawyers as well as your geographic area. This is a surefire way to continue making connections with people that can help your firm.
- Participate in Conversations
Making connections on LinkedIn is vital, but participation in conversations will help you leverage this platform for the greatest benefits. If you see an interesting article on a profile you follow, comment, and give your thoughts. If someone comments on your content, be sure to respond in kind.
Contact Sundown Legal Marketing Today
Figuring out the best way to reach potential clients online can be challenging. Sundown Legal Marketing specializes in helping law firms optimize their online footprint to boost business results. We thoroughly review your current online presence and present you with a comprehensive digital marketing strategy designed to take your firm to the next level.
Contact us today for a free law firm marketing assessment and to learn more about our services. Call us at (800) 864-1764 or reach out online through our website contact form.