Dominate the legal scene with LinkedIn! Discover how lawyers are leveraging this powerhouse platform to skyrocket their client base and establish a strong brand. Get ready to level up your legal practice like never before!
Aug 14, 2024 No items found.According to the American Bar Association, over 90% of attorneys and law firms are active on LinkedIn. That's because LinkedIn for lawyers is a winning strategy to secure more clients. And, frankly, it's no surprise.
For instance, Hubspot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter. Oh, and more than 150 million U.S. professionals have LinkedIn profiles, which indicates a good percentage of your potential clients are active on the platform.
LinkedIn for lawyers builds brand awareness, grows email lists, and attracts high-quality leads. By posting compelling articles and expanding professional connections, firms using LinkedIn can market to prospective clients and partners.
This blog delves into leveraging LinkedIn for lawyers, teaching you how to improve your social media marketing and get more clients on one of the world's most popular professional networking platforms.
Creating a LinkedIn business page is the first step to getting your business in front of the right people. Here's how:
1. On the LinkedIn Marketing Solutions page, click "Create your Page".
2. Choose your business type.
3. Add the required business information: company name, LinkedIn public URL, website URL, industry, profile photo, tagline, etc.
4. Once you have completed all of the sections of the LinkedIn company page and are satisfied with your description and tags, click the 'Publish' button, and your profile will go live.
You can always update your profile as your business grows or changes.
What good is a professional profile photo if you have a bland, boring background photo behind it? Don't undermine your investment in a quality headshot photo or professional photoshoot by selecting a generic image. Your profile photo should create a good first impression. Make sure yours looks friendly and professional.
When selecting your LinkedIn background banner photo, find something vibrant and professional. Avoid dark photos that are difficult to make out. Also, choose something that reflects your beliefs or values while conveying that you possess abundant legal expertise.
The headline on your law firm's LinkedIn profile serves two purposes. The obvious function is to help you attract more clients by grabbing peoples' attention as they scroll through search results. However, your headline can also help you increase your visibility during these searches.
A search engine optimized (SEO) headline will appear on the search engines' results pages of relevant queries. For instance, let's say your firm provides family law services in Alabama. If your headline includes the phrase "Alabama family lawyer," your LinkedIn account will likely appear when prospective clients use those phrases in their search.
Wondering how to write your LinkedIn about section? Hook readers with a strong opener and tell them why you do what you do. Keep this brief like an elevator pitch.
A hint: You can increase your reach on LinkedIn by including keywords in your summary and overview. As a result, LinkedIn will be able to recognize what your company does, and your page will appear higher in search results.
Hence why it's important only to include relevant experience; inserting keywords related to irrelevant work reduces your visibility and gives new clients the wrong impression of your services. Your law firm's staff would have to field calls from clients seeking the services your legal practice no longer provides.
Have two goals in mind when completing this section. The first is to inspire confidence by carefully highlighting your relevant legal industry experience. Here you demonstrate your credibility, expertise, and breadth of experience.
The second goal is to supplement your other LinkedIn advertising efforts by incorporating extra keywords into your profile. While you must include some basic information about your experience, you should also include a brief description of your role and responsibilities underneath each listing.
The "Contact Information" section is relatively simple to fill out — just add all the best ways for people to reach you. The site includes fields for your email, web address, phone number, and social media accounts — you can use whichever you like.
A complete profile helps you stay connected and competitive. And don't forget freshness matters. So be sure to update your profile frequently if you want to keep appearing in your target market's newsfeeds.
List any educational achievements you have obtained and the years you attended each institution. Additionally, include this information if you are a member of your law school alum association or local bar associations.
There is no need to write hundreds of words of copy. However, you should slip in a few keywords whenever possible. Don't force keywords, as this will draw the ire of potential clients and damage your page's readability. Keep things simple and to the point.
LinkedIn lets you add as many as 50 skills to your profile. While we encourage you to take full advantage of this feature, make sure you do not list irrelevant skills. When choosing your skills, select words that are frequently searched. For instance, a "criminal lawyer" is more likely to appear in searches than a "trial lawyer".
Once you have finished listing your skills, it is time to request endorsements. When your connections endorse and vouch for you, it improves your credibility.
Asking for endorsements works as follows:
Legal content marketing is a great way to increase visibility and engagement with your target audience. It helps you to showcase your expertise and create connections with prospective clients. Follow these tips to take your practice's content marketing to the next level.
One of the key advantages of LinkedIn articles is their impact on search engine rankings. When properly optimized with relevant keywords and informative content, these articles have the potential to rank prominently in search results, driving organic traffic and increasing brand exposure.
To make the most of LinkedIn for lawyers in the SERP battles, law firms should focus on:
In addition to creating your legal blog posts, LinkedIn for lawyers allows you to comment on other people's content. Routinely commenting on other posts and interacting with users helps reach your target group. If you comment on a topic that prospects find interesting or relevant, they may contact your law firm for additional information or legal services.
If you want to connect with your target audience on LinkedIn, your company page is the ideal place to begin. There are several ways to expand your reach, such as publishing blogs and investing in advertising.
Due to LinkedIn's specific audience, it offers unparalleled targeting options based on professional practices and status. In other words, this is the social network to use if you want to reach decision-makers.
According to recent statistics, roughly 10.7% of the world's population has a LinkedIn account. That's a highly active, highly engaged, and highly qualified audience ready to hear about how your law firm can help them.
Below are its main advertising advantages:
LinkedIn's advertising platform is called Campaign Manager. After you create a free account, the platform will walk you through the steps needed to set up your first campaign.
If you want to get the most out of your new LinkedIn page, we suggest that you:
You can use the app to respond to prospects who reach out to you. You must respond to potential or new clients quickly, as lengthy delays could discourage them from working with your law firm. The app can also be used to manage your LinkedIn marketing campaign.
You can quickly and easily import your email contacts to jumpstart your LinkedIn connections with people you know professionally. This is invaluable for email marketing drip campaigns which you can use to nudge prospects further down the marketing funnel.
Here's how to import your email contacts:
When you build your LinkedIn account, you will be assigned a generic web address (URL) in the LinkedIn.com domain containing a series of letters and numbers. The good news is that you can easily customize your LinkedIn URL to make it user-friendly.
To do so, click "Me" and "View Profile" from your LinkedIn homepage. Next, select "Edit public profile & URL" in the upper-left portion of your profile page, then "Edit your custom URL." Punch in your new custom LinkedIn URL, hit save - that's it.
Your custom URL should be 3-100 characters long without spaces, symbols, or special characters. We suggest using a variation of your name or professional brand as your public profile URL, as it is how people will find your LinkedIn profile.
There are dozens of legal industry groups and associations on LinkedIn for lawyers. These groups have hundreds — or sometimes thousands — of members. What better way to network with your peers than joining LinkedIn groups and associations?
Once you have your LinkedIn profile all set up and have acquired some connections, start looking for organizations to join. While some associations require you to pay membership fees, they are usually quite affordable. Many associations and groups don't require fees at all, but they might not offer much in the way of member perks.
Keep in mind that you do not have to join dozens of groups. Focus on becoming a member of a few reputable associations and build from there.
Getting involved in LinkedIn groups for lawyers will help you succeed on the platform in different ways. You can:
Rather than lurking silently in groups, add your content. The majority of LinkedIn users don't create any content. You will stand out and become more memorable if you do. Make sure you're posting valuable content. Do not overdo it with self-promotion and news about your firm.
Tell stories, champion other people, talk about things happening in your local community, and take a stand on things you care about (be controversial on things you genuinely have controversial opinions on as well—it increases engagement and the number of viewers).
You'll be off to a good start if you post four non-promotional posts for every self-promotional post.
You might be interested in joining the following LinkedIn groups for lawyers:
You can maximize your professional network on LinkedIn for lawyers and build meaningful relationships with other attorneys. Post thought-provoking updates, engage with others, clients legal tips, write recommendations, endorse skills and respond to messages.
Doing so can help you further your career. Don't miss out on connecting with your peers and growing your network.
Testimonials are an essential element of your LinkedIn lawyer profile. Request feedback from clients who have benefited from your services. These testimonials can be transformed into case studies with your client's approval.
Testimonials are powerful and effective for standing out in competitive practice areas. Not only do they provide substance and social proof to new clients, but they also make past clients feel good about their decision to work with you.
The "Featured" section of LinkedIn gives you the ability to pin news and articles that align with your brand image. You can highlight blogs or articles you have created and published on other platforms. Additionally, you can provide links to your website, draw attention to local news publications that have featured your firm or attorney staff, or engage in other promotional acts.
Be sure to post regularly on LinkedIn - aim for at least twice a week. Feel free to jump on the mobile app and speak your mind; once you get comfortable creating content, you can start scheduling posts in advance.
Always publish content that adds value to your audience and helps build your expertise, such as:
It’s important to remain active and consistent with your posts, even if that means scheduling content in advance. You can also share other people’s posts as long as they’re relevant to your profile. The power of social proof can be a great marketing asset.
When individuals observe that other like-minded individuals recommend a product, it increases the likelihood that they will follow suit. Regularly posting content on LinkedIn is an effective way to boost social shares and recommendations of your content, products, and services.
Remember to remind your followers to share your posts!
The legal industry is closely scrutinized when it comes to advertising. Therefore, you must tread carefully when claiming to be a specialist. Many jurisdictions have an extensive vetting process that attorneys must navigate before listing themselves as experts or specialists in a particular practice area, so take heed when creating LinkedIn bios for lawyers.
Instead of risking compliance issues by claiming to be a specialist, just take advantage of the LinkedIn "Skills & Endorsements" section. As we mentioned earlier, this section can demonstrate that you "specialize" in particular areas of practice without explicitly listing yourself as a subject matter expert or specialist.
You can read our blog to find out more about advertising rules for lawyers.
Hiring an agency to handle your LinkedIn for lawyers campaign is a great way to maximize your visibility and reach potential clients on this social media platform. Here are a few reasons why you should consider hiring an agency to create a marketable LinkedIn profile:
Hiring a full-service law firm SEO agency like Grow Law Firm to take care of your attorney's LinkedIn marketing will ensure that your presence on the platform is professional, consistent, and effective. That way, you can reach more potential clients while ensuring your personal brand always conveys the right message.
Ready to expand your professional opportunities with LinkedIn profile experts? If so, then contact our law firm digital marketing experts today.
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