If you’re not a millennial, it can be dizzying trying to keep up with the latest social media platforms. From Snapchat to Tiktok, the options for mindless scrolling are endless! The good news is you don’t need to master every channel to market your law firm.
For many law firms, LinkedIn is an untapped opportunity resource. If you know anything about LinkedIn, you know it is considered the “professional” social network. It’s no surprise that attorneys feel most at home using this social media platform. However, merely having a profile simply isn’t enough for attorneys to obtain the full benefit or potential of this platform.
Read on for details about how to build your practice and boost your digital marketing efforts with LinkedIn’s target-rich environment.
Client Acquisition and Engagement
LinkedIn may not be your first thought for obtaining new clients, but remember, nearly everyone has legal troubles at some point. People looking for a reputable personal injury, family law, or even a criminal defense attorney also consider LinkedIn as the go-to for finding professionals.
As a social media platform, LinkedIn was designed for networking. Clients are often acquired through referrals. As you develop more professional relationships, your firm’s chances of receiving client referrals are greater.
For many, search engine optimization is a foreign concept. You may understand the importance of SEO, but beyond that, it’s all a mystery. The good news, maintaining an active LinkedIn profile can drive your content and encourage “sharing” to rank your firm higher among search engine results.
Create a Profile
Getting started is easy and maintaining a presence is less involved than other social media platforms. Begin by building a strong company profile. Include professional headshots and short bios of your law firm attorneys and employees. To get more out of your SEO strategy, use keywords in your headlines that clients search for, such as “personal injury attorney” or “Massachusetts Family Law.”
If you are using other social media platforms to market your firm, be sure to maintain consistent branding when it comes to taglines, photos, contact information, and other details. Uniform messaging and citations (name, address, phone) is also vital to your firm’s SEO efforts.
Once you’ve created a strong profile, it’s time to begin connecting with others. Start with colleagues, professionals you’ve done business with, and people you already know. Branch out to local businesses that might be relevant to your practice areas. One surefire way to connect with people who can help your firm is to join a networking group that focuses on lawyers in your geographic area.
Another vital aspect of making connections is participating in conversations. Comment on and share articles from those you follow. This will go a long way in building relationships.
Share your own content. Create content that your target audience will find useful. For example, as a personal injury attorney, you can post frequently asked questions and your responses. Potential clients looking for this information will be able to find you faster.
The initial creation of your LinkedIn profile may seem daunting, but don’t let that stop you! If you need help, you can hire a content creator to work with you to develop a strong profile with unique content. Once you establish a presence, post regularly to stay relevant and keep your audience engaged.