Successful marketing strategies take advantage of various social media platforms to connect with different audiences. Today we review how attorneys use LinkedIn to obtain quality clients as a reliable referral source.
Understanding LinkedIn
Each social media platform attracts users of varied demographics. However, LinkedIn is typically considered a platform for professionals. As such, you can optimize your page to match the tone of your professional colleagues. The goal for attorneys using LinkedIn to market themselves is to connect and remain connected with relevant professionals who can refer high quality clients to you for legal services. Depending on what type of clients you’re looking for, you may want to connect on LinkedIn with real estate professionals, accounting and tax professionals, insurance professionals, small business owners, etc., etc.
Think of your profile as not only your digital business card but as a way to remain top of mind with key professionals. You want your information to be updated and accurate so potential clients or those who will refer clients can easily get in touch. A periodic review of your LinkedIn lawyer profile can help you identify outdated information and new opportunities to optimize how you describe your law firm and legal services.
Pro tips for a stand out profile
- Include a recent headshot or logo
- Create a captivating professional headline
- Avoid using legal jargon in the summary section
- Add a few personal and professional points of interest
- Request recommendations and endorsements
- Incorporate a clear call to action inviting readers to contact you
Actively Share Content
By sharing and publishing content on your LinkedIn profile you are connecting with your professional network and reminding them of what you do and how you can help. Content is king when it comes to user engagement. Take advantage of this by posting unique content regularly. Routine engagement can be easily accomplished with automated scheduling software.
Content Ideas
- Share notable news about your firm and cases
- Share interesting posts from your contacts
- Repurpose your popular website content
- Create and share resources that others can use
- Post photos of local community events your firm supports
Optimize Hashtags
Gain more visibility and exposure when posting your content by including trending hashtags. Use hashtags related to your area of expertise at the end of your content so they don’t interfere with reading.
Hashtags categorize content by topic to help assist users in finding content that interests them. Common law related hashtags include #legal, #justice, and #lawyerlife and practice area hashtags may include #divorce, #taxhelp, #bankruptcy and #personalinjury.
Create Groups
Creating and moderating a LinkedIn group is an excellent way to stay active, build credibility, and establish your own niche network. Many groups related to different areas of law practice are already established, so consider how to make your group unique.
Use your group to share your content, answer questions about your practice, and provide practical legal information.
Extend Your Network
The goal of creating a killer profile and a strong social media presence is to grow your practice. Connecting with colleagues, community members, and others who can benefit from your services is a great place to start.
Having a robust network can help grow referral business. You can also network with LinkedIn groups that fit within your area of expertise.
Get More Traffic
Increasing your presence across the web provides more opportunity to drive visitors to your website. A well-established LinkedIn profile will help users find you via search engines and position you as an authority in your practice area.
Social media is here to stay! Take advantage of LinkedIn as a free marketing tool to build your practice and establish your reputation as the go-to attorney in your area. If you would like help establishing your LinkedIn profile and enhancing your digital marketing, call us to learn how we can help.
