Written by
Giuseppe Gurrieri

12 Step LinkedIn Marketing Plan for Lawyers and Law Firms

Publisched on
3rd January 2021

According to a study by the ABA Legal Technology Survey Report in 2016, it was said that over 93% of Lawyers now use LinkedIn to do business.

It is due to LinkedIn’s serious business tone that speaks no language better than “professionalism”.

The type of profile you have on other channels might not matter as a Lawyer, but on LinkedIn, it does.

To maximize your chances of succeeding on this channel, you will need to ensure that your profile meets the required standard. 

If you are not a member of the channel before now, you might not understand this.

But the moment you realize the essence of LinkedIn and how it can take your firm’s digital marketing to the next level, then you will not hesitate to optimize your participation on the channel.

In this article, we will be looking at the essence of doing business with LinkedIn as a Lawyer.

WHY YOUR LAW FIRM NEEDS TO BE ON LINKEDIN

Compared to other platforms, LinkedIn is one channel that is full of untapped opportunities for lawyers and law firms at large.

Register today if you haven’t and start capitalizing on the features it offers.

Below are some ways LinkedIn can assist you when you’re trying to further your practice and boost marketing:

  1. ESTABLISH A STRONG ONLINE PRESENCE
  2. NETWORKING
  3. BE CONSISTENT 
  4. BE ORIGINAL
  5. IT WILL HELP BUILD A REPUTABLE LAW FIRM
  6. HELPS YOU HIRE CAPABLE HANDS
  7. IMPROVED SEO
  8. CLIENT ENGAGEMENT
  9. ENDORSE YOUR SKILL
  10. CONNECT WITH OTHER USERS
  11. BE CREATIVE
  12. ENCOURAGE AUDIENCE TO COMMENT

Let's get started!

1. ESTABLISH A STRONG ONLINE PRESENCE

As a Lawyer, imagine your LinkedIn profile serves as a digital business card. To create a good first impression, you will need a professional and complete profile.

To achieve this, you will also need to build your profile with the right features like a professional headshot photograph, a good summary section, and a valuable statement.

You must also ensure the headline on your page is Keyword-optimized with terms like “Alabama family lawyer” & “personal injury attorney”.

To wrap it up concerning building a reputable online presence, try to encourage the attorneys and employees in your organization to sign up, create a profile, and establish a connection with your firm.

2. NETWORKING

Networking is one of the reasons LinkedIn exists in our society today.

Research says that at least two professionals sign up for LinkedIn every second.

On this channel, there are a variety of ways that you can gain new clients.

A referral is one of those ways, and this will be as a result of the professional relationships built over time.

As soon as you sign up, don’t wait for clients to come to you.

Search through different groups for lawyers and attorneys that do your type of work and connect with them.

You can also search for your law school alumni association and your local bar associations.

Not only will you build valuable connections, but you also get vital information that will benefit your firm.

You will also be able to ask for help concerning the challenges that you may encounter in your firm.

3. BE CONSISTENT 

Never forget that your Law firm’s LinkedIn page must match your other social media accounts that your company uses for online marketing.

Be consistent with the tags, photos, contact information, videos, and other things that share on other platforms.

It is essential for your SEO ranking, as well as sending a unified message.

4. BE ORIGINAL

As a lawyer trying to make a name for yourself on LinkedIn, you must post original content and be consistent.

Ensure that the content you create is informative and of value to your clients.

Also, be sure to use the relevant tags to draw more attention to your post.

You can use hashtags such as #virginialawyer or #personalinjuryattorney.

5. IT WILL HELP BUILD A REPUTABLE LAW

FIRM

Your brand reputation means everything in today’s digital world. Guard it with all that you can.

The reason is that your prospects will do thorough research of your firm before they decide to hire you.

You know what that means if it is not up to standard don't you?

Ensure your profile is well-detailed and complete to gain more visibility. 

6. HELPS YOU HIRE CAPABLE HANDS

Whether you are starting your firm, or you’re a veteran, LinkedIn is guaranteed to take your law firm and practice to the next level.

It is due to the channel’s essential tools that can help you attract top talents when used right.

Whether you are out to hire a lawyer, a receptionist, or paralegal, LinkedIn will open the door of opportunity for you to choose from a list of professionals.

7. IMPROVED SEO

Staying active on the LinkedIn channel can have a positive impact on your firm’s SEO strategy.

One of the ways it does this by showing your brand on Google’s first page when a search is carried out on your firm.

Again, LinkedIn helps drive traffic to your company page when people share valuable content that they find on your page to other social media channels.

8. CLIENT ENGAGEMENT

You may have your doubts that LinkedIn will help you attract the clients that you are looking for as a Lawyer.

But remember that a lot of people encounter legal trouble now and then.

Attorneys that represent co-operate businesses like insurance firms and employment firms are among the people that tend to benefit more from LinkedIn.

While these few mentioned categories maybe receive enough patronage, do not discount the fact that other reputable attorneys from other categories also reap the benefits of using LinkedIn.

9. ENDORSE YOUR SKILL

Listing the skills that you have gained over the years can make your profile stand out before your target audience.

Some LinkedIn users that you have established a connection with can endorse these skills and equally make recommendations on them.

If you do not have this well sorted out, you can delete and rearrange them according to priority.

10. CONNECT WITH OTHER USERS

After you must have successfully created your company page on LinkedIn, the next thing you need to do is to start connecting with other attorneys and Lawyers.

For starters, you can try to establish a connection with your colleagues, clients, or follow others.

Later on, you can seek to establish a connection with local businesses, agencies, and companies in your industry.

11. BE CREATIVE

For your brand to be recognized and trusted, you must be ready to provide a lot of value to your target audience.

This is one of the most reliable ways to record success on LinkedIn.

Anyone who decides to connect with you needs to be sure that you can do this.

A good story is one way to win people’s hearts.

This method is efficient because people can relate to stories and apply what they have learned in their lives.

So if you include a story in your posts, expect to get enough engagement.

You can share motivational stories of how ended up as a Lawyer.

You can also share some of the challenges that you have encountered and how you overcame them.

Everyone loves a good story! So make it dramatic, engaging, and compelling.

12. ENCOURAGE AUDIENCE TO COMMENT

Always encourage your target audience and prospect to engage with your LinkedIn posts.

Some of the ways that you can do this are by posting and partaking in hot topics.

When you post such relatable stories, you will encourage them to share their thoughts and opinions.

Sometimes your topics can generate arguments that will make people showcase their knowledge in certain areas of Law. 

While creating your post, you can use terms like “Agree or Disagree”, to engage people in the comment section.

You can also ask a question like “What do you think?” at the end of your post to engage them.

CONCLUSION

Let us be honest! It can be overwhelming to put the right strategies together to reach your potential clients.

By applying the tips that we have carefully drafted for you in this article, you will surely take your Law firm to the next higher level. 

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