It’s clear that social media is a vital tool for attorneys today. In 2017, 70 percent of lawyers used social networks in their marketing strategy.

A strong social media marketing strategy is a vital part of having a law firm today. The best strategies involve working across various networks. With that in mind, LinkedIn is an absolutely essential network to use properly.

In fact, LinkedIn may be the most important social network for attorneys. It’s filled with potential to stay in touch with existing clients while reaching new ones. Here’s why LinkedIn matters, and how you can use it to its fullest potential.

Why LinkedIn?

As of 2017, LinkedIn has 500 million users. By size alone, it’s a network you can’t ignore. However, the strength of LinkedIn goes far beyond clicks and statistics.

LinkedIn can be an essential platform for maintaining client relationships and courting potential clients.

If you’ve done work with a large number of professionals in the past, your profile can keep them aware of your presence and personal brand. If these clients need an attorney in the future, they’ll be more likely to return to you. Continued recognition of your legal services will also make them more likely to recommend you to friends, family, and colleagues.

When you connect with former and current clients, you’ll also be able to see their connections. This enables you to connect with potential clients using positive professional relationships and experiences, an absolute must for developing a strong client base.

If you want to benefit from LinkedIn, you need to use it properly. So make sure to build and maintain a strong presence on the platform.

Start With Your Profile

You cannot have an effective presence on LinkedIn without a strong profile. A good LinkedIn profile is visual, easy to navigate, and relevant to the needs of your potential clients.

Make sure to use a professional headshot for your LinkedIn profile photo. If possible, add images to your profile to make it visually engaging. People respond more strongly to visual data than words alone. That means images will draw their attention to your strong background and achievements.

An easy to navigate profile will keep potential clients focused on how you can help them. To make this effective, make sure your summary is short, relevant, and bullet-pointed. Also be sure to avoid jargon in your headline and the major sections of your profile.

Finally, you’ll want to make sure your achievements are recent and relevant. Think about the needs and questions of your potential clients, and how your past can answer them. Make sure that information is visible, and avoid boasting about older jobs that won’t matter to prospective clients.

Networking Is Essential

LinkedIn is the ideal interpretation of the “social network” concept. It’s the only social media site devoted entirely to professional networking. If you want a strong presence, that’s something to take advantage of.

There are a lot of ways to network on LinkedIn beyond connecting to former clients and asking for recommendations. The most powerful networking tool on LinkedIn may be its advanced search feature.

With the advanced search feature, you can scout out potential clients by industry, job, or company. Using this will make it easy to find potential clients within your niche. For example, an attorney working in media law can scout clients within the media industry, making them valuable parts of their own customer base.

In addition to the advanced search feature, it is possible to get recommendations from past clients. The sensitive nature of legal work can make this difficult, however, willing clients can become evangelists for your legal brand.

Don’t Forget Content

An important yet often overlooked tool on LinkedIn is the ability to share and create content. However, the connection between content and networking is strong. Consistent content creation will make you relevant to your own connections, reminding them of your availability and aptitude for legal work.

In addition, content will make it easy to position yourself as a thought leader on LinkedIn. To do this properly, however, you’ll need to understand the type of content your clients are interested.

To begin, remember the type of content your clients will be interested in. Usually, this will be advice relevant to your niche. If you work in real estate law, articles and videos about new regulations in the industry would be relevant content. An article targeting lawyers, on the other hand, would not.

Similarly, be sure to maintain a consistent and appropriate tone. While many brands have attempted to use a quirky and irreverent tone to influence potential customers, lawyers are best advised to maintain an attitude of poise and professionalism.

Make sure your content is interesting by using LinkedIn’s available multimedia tools. On LinkedIn, you can post slideshows, videos, and PDFs along with traditional articles. With each post, consider which format would be the most effective way to get your message across.

Finally, make sure you’re regularly posting content. Studies have shown that 20 posts per month are enough to reach the majority of your customer base, so be sure to stay on that schedule.

If you use these strategies, you can build a far more successful firm. So log in and get started!

Leave a Reply

Your email address will not be published. Required fields are marked *