Today, LinkedIn is by far the most popular business social networking site used by legal professionals. In fact, if you type in the term “legal” more than one million search results will appear. If executed correctly LinkedIn can be a great tool to attract and retain more clients. Whether a potential client is following you on LinkedIn or just finds you through search results, your profile can act as an advertisement for your business. Sometimes it’s the first introduction a person gets to the services you offer.
If you’re looking to promote or market your business using this platform, you have to be sure that you add value to your network. Many lawyers who’ve had success on LinkedIn are finding all sorts of ways to be a key resource for those within their network.
Here are some ways you can be successful:
1. Identify and connect with potential referral sources. Those within your niche can be a great resource to find new business. For example, if you’re an attorney who specializes in real estate connect with realtors who could potentially refer you new business.
2. Build relationships with your potential clients. Become a resource for your network by commenting and responding to posts. Educate your network so they will want to come to you with their problems.
3. Create a community of like-minded professionals. LinkedIn groups can be a part of the lead generation funnel. A real estate attorney can share information with a group of real estate agents who may refer business when their clients need advice. Within this group, you can start conversations and link potential clients, referral sources and other media back to your website where they can get even more information.
4. Spread your content and prove you’re a thought leader. Placing your content and expertise in front of the right people you could potentially work with can be the best way to attract new clients and referral sources. That’s why you need to join the groups your prospects are going to for information. Those are the places you can provide information and engage in conversations.
5. Build on existing client relationships. You may want to consider creating a LinkedIn group specifically to provide exclusive content and information just for clients. Your marketing efforts should not stop once someone becomes a client. Make sure you’re building on those relationships to better your chances of client retention.
6. Stay in touch with what’s happening in your specialty. Joining groups that your peers, colleagues, and competitors belong to can help you stay current with trends in your profession. You will be able to see what others are talking about and what they have to share.
7. Showcase the abilities of every lawyer in your firm. Every attorney in your practice should have a LinkedIn profile. It’s also a good idea to have a link to each LinkedIn profile on the individual lawyer bio pages for your firm’s website. Clients or prospects will then be able to reach out to your practice in another way and on a more personal level. It is typically easier and less expensive to keep your LinkedIn profile updated than it is to update your own website biography.
For help setting up a marketing campaign, contact us.