LinkedIn is one of the largest social media platforms used today. It’s become synonymous with online business networking and offers features that can enhance your marketing efforts. But to get the most of LinkedIn marketing, you need to have a plan in place to achieve your objectives.
Knowing how to use LinkedIn as a marketing tool for your law firm will provide you with better results. It’s a powerful way for small, medium, and large firms to establish their brands and grow their clients.
LinkedIn Objectives
Like all social media marketing, using LinkedIn should be a long-term approach. Results are achieved from consistent connecting, sharing, and publishing on the LinkedIn platform. By defining your objectives for using LinkedIn, you’ll have a more targeted strategy. But this strategy must be nurtured, tested, and optimized over time. This leads to a more effective message that meets the needs of your prospective clients.
Your Law Firm’s Company Page
A company page increase your law firm’s presence within the LinkedIn community while making it easy to deliver content that’s related to the services you offer. Your company page should be an extension of your existing brand assets such as your website and other social media pages. You can use your page to provide content, post new job opportunities, and respond to feedback. In order to strengthen your LinkedIn company page, invite your clients, partners, and employees to follow your page. This creates buzz around your law firm while creating opportunities for your law firm’s services to be shared by others.
There are paid advertising campaigns that you can use within LinkedIn to generate an even larger reach. Clients can provide recommendations of your legal services in LinkedIn. These appear on your company page for new visitors to see.
Growing Your Network With Groups
LinkedIn’s group feature is one of the best ways for law firms to grow their networks and position themselves as leaders within their industries.
Being a thought leader creates new opportunities and keeps your law firm “top of mind” among your current and future clients. There are two primary ways to leverage the benefits of LinkedIn groups:
- Join and participate in an existing group that’s related to your industry and services.
2. Create your own group and invite others to join and participate.
Using groups, your law firm can designate a moderator who can approve posts and establish the tone and direction of group discussions. You can choose to accept individuals who request to join your groups if you’d like to be more selective. Having your own group also gives you the ability to send private messages to your members. These are especially useful for future promotions and other campaigns.
Publish on LinkedIn
Publishing unique content on LinkedIn further enhances your branding and marketing efforts. This gives you a larger market reach by providing real value to your audience. Also, there are common themes and topics that your followers will discuss on LinkedIn. Creating content around those topics ensures that your law firm’s message resonates with a more targeted audience. Content publishing highlights your experience and legal expertise. As your audience shares your content, you’ll be introduced to a larger number of people.
Knowing your target audience and having a defined purpose for your content are the first steps to getting the most out of this strategy.
Using LinkedIn as a marketing tool for your law firm is easy. Understanding how LinkedIn’s company pages and groups work allows you to boost your online presence and build your network. Let us know how LinkedIn has worked for your law firm. If you’re still unsure whether or not it’s right for you, let us know in the comments below. We’ll help you identify the features and tools that will work best for your law firm.
