Twenty-one percent of top legal decision-makers actively use LinkedIn to search for innovative ideas, find new lawyers and connect with others. Lawyers with specialized practices can take advantage of this marketing tool to develop and expand their network of referrals.
We’ve come up with the following seven tips for using LinkedIn to develop a viable marketing plan:
1. Determine Your Target Audience and Actively Seek Connections
Refine your target market by identifying the industries and target companies that you want to work with and then identify key decision-makers. Use LinkedIn’s advanced search feature to search for your target audience and request them as LinkedIn contacts. It is essential to be strategic about who you choose to connect with because you want to establish a professional profile to help you get in front of the right people.
2. Show People What You Do, But Also Post Other Stuff
It’s a good idea to post images of you doing things and being out in the real world. People want to know who you are and what you are doing. But don’t limit your posts to the law practice or the lawyer stuff. It will be helpful to diversify your posts to keep your name fresh in your audience’s minds.
3. Create Your Own Content
Share content that will be of value to your potential clients and contacts. When you post relevant content, you engage with your audience and demonstrate your thought leadership. Post and share content that will be helpful to your prospective clients, not just to you or your business. Keep in mind that the content you share should benefit others in your industry, even those you don’t know.
4. Use Your Own Photos or Art If Possible
When creating a profile image, it’s best to use a professional headshot photograph of yourself. The image should clearly show your face, with clean lines and a high resolution. However, if you want to use an image of yourself with your family or relaxing at the beach, that’s fine, as long as the image is professional. If you can’t take a professional headshot, you can contact a photographer to use a stock photo of yourself optimized for LinkedIn.
5. Humor Is Good; Meanness Is Not
LinkedIn is a professional networking site and a place for professionals to share and exchange information. Humor is appropriate, but you should use it responsibly. Avoid posting content that may be offensive to potential clients, clients, or colleagues. It’s good to get a second opinion about the content before sharing it. Use your common sense and discretion.
6. Sell Your Expertise by Sharing Your Views with Your Network
Share your knowledge by sharing your insights on industry news. Insightful commentary can help you establish your expertise. You can also use comments to demonstrate your expertise in the industry by providing valuable information to others in your network.
7. Engage with Others on the Platform
LinkedIn is a place to connect and engage with others. To stay visible, you need to be active on the site. Use the Boost and Share features to share content and encourage engagement with your posts. The more active you are, the more you will be seen.
If you want to use LinkedIn, then use it wisely. LinkedIn is one of the most powerful platforms for attorneys to connect with others and find new business. It’s also one of the best ways to develop your personal brand, which will help your clients and prospective clients to view you as an expert in your field.
Right Here Interactive delivers amazing websites, engaging and interactive videos, and highly successful marketing campaigns on salesforce’s Pardot and marketing clouds. With highly targeted, completely personalized sales and marketing programs that start conversations and result in appointments, we have attained success in B2B sales through LinkedIn and Email. If you want a consultative partner who brings our A-game to every campaign and project, you’ve found the right team… Right Here! Get in touch with us and let’s talk!