[author: Daniel Lopez]
Above 875 million users Around the world, LinkedIn's social network reigns as the pinnacle of professional networking. This is essentially the only social media platform that combines thought leadership with a primarily professional audience, making it a great place for law firms. However, success on LinkedIn is not guaranteed. To be successful on this platform, law firms must post regularly and actively engage with their network. For some law firms, leveraging LinkedIn's paid advertising platform makes sense.
For law firms just learning how to navigate LinkedIn, or legal marketers looking to improve their results, there are a number of best practices to keep in mind. Follow along as we explain below the most important LinkedIn marketing best practices for both organic LinkedIn marketing and paid LinkedIn advertising.
Tips on your personal profile
1. Use your summary as an elevator pitch
You've probably spent years perfecting your professional “elevator pitch.” LinkedIn provides a place to share this information on your profile. To create a compelling LinkedIn summary that acts as an elevator pitch, you need to concisely express your professional identity, value proposition, and career goals. You can also add other content to create a more robust overview. Get creative and consider including a short video or presentation, along with photos and links to other sites.
2. Connect strategically
Connections are an important part of LinkedIn, but that doesn't mean they're all created equal. Sending connection requests to everyone will look like spam and may actually prevent people from connecting with you. There must be a reason why you want to connect with people. If you want to connect with someone you don't know, be sure to explain why in the message you send.
3. Ask colleagues to optimize their profiles too
Having other staff members engage in LinkedIn marketing will benefit not only you but the entire law firm. By encouraging your colleagues to optimize their LinkedIn profiles, you can make your team's online presence more polished and professional. Those who are active on LinkedIn can contribute to discussions, present thought leadership, and promote your company at a higher level. A rising tide lifts all ships!
4. Understand LinkedIn articles
The blogging platform, formerly known as LinkedIn Pulse, is a great way to position yourself as a thought leader, enhancing your connections and overall marketing efforts. Hopefully you're already blogging, but consider repurposing 1-2 of his LinkedIn articles each month. Don't forget to include relevant links in your posts to increase web traffic.
5. Use LinkedIn Groups
LinkedIn groups It remains the best way to expand your industry knowledge, build connections and advance your legal career. Stay well-known within your professional network by finding and joining the right groups. They are picky about which groups they join, and even more picky about what they share. Find groups near your area or related to your field of expertise. Then, provide relevant and valuable insights and share branded content from time to time.
Tips for law firm company pages
6. Optimize your pages for increased visibility
Similar to personal pages, companies need to optimize their company pages to attract attention. Complete all sections of your company page, including the heading and summary. Add a profile photo that incorporates your keywords, branded images, and logo. Use your page to promote job openings, news, and other updates.
7. Share educational and newsworthy content
While company staff should publish their own thought leadership, company pages should consistently share their latest blog posts, e-books, white papers, podcast appearances, webinars, etc. The more followers that see and engage with your posts, the wider the reach of your posts will be. The more viewers you have, the more likely you are to get traffic and new leads.
Good content should be targeted and accomplish two goals. First, you need to teach others how to solve problems and do their jobs better, and then establish your law firm as a thought leader in its field.Don't forget Add hashtags to increase visibility!
8. Develop showcase pages for various offices and practice areas.
LinkedIn Showcase Pages are extensions of LinkedIn Pages used to spotlight your brand, initiative, or business unit. You can add subset pages to highlight different areas of your company. This helps direct visitors to the right place where they can get the most relevant information. Showcase pages complement your marketing by increasing brand awareness and highlighting your portfolio of business solutions and capabilities.
Tips for LinkedIn Groups
9. Note the instructions and rules.
Joining a LinkedIn group is a valuable way to network, share insights, and stay informed within your industry or field. However, it is important to choose strategically and follow the group's rules. Some groups have strict policies against promotional content, and violating these rules may result in your removal from the group. It's also not wise to join every group you come across. Choose your groups strategically and make sure they align with your company's goals. It is better to actively participate in a few related groups than to passively participate in many groups. This allows you to focus your efforts and build meaningful connections.
10. Share promotional content sparsely
As mentioned above, we want to promote our own content sparingly. When sharing promotional content, focus on educating and informing your network, not just advertising. Explain how your product or service solves a problem or meets a need. There's a fine line between being helpful and annoying, and you'll want to stay on the “helpful” side. Target your content to groups that are truly interested in what you're sharing. Post rarely and only when you can add value. It's important to avoid looking like spam.
11. Encourage discussion
LinkedIn Groups give you a glimpse into what your target audience is thinking, feeling, and need. Ask for content ideas, opinions, and what you'd like to see more of. Frequently generate questions and respond to commenters.
LinkedIn paid advertising tips
Paid advertising on LinkedIn is sponsored content used to increase a company's presence. Essentially, paid social media allows you to reach people who may not directly follow your social accounts but fall into your target audience. This allows law firms to expand the reach of their content and acquire new clients.
12. Write compelling copy
When it comes to advertising on LinkedIn, it's important to create copy that is persuasive and tailored to your audience so that they stop scrolling, pay attention, and take action. Make sure the ad you're paying for explains what value your audience will get by clicking on it. We recommend that your post copy be at least 150 characters.
13. Be sure to include a call to action (CTA)
This is second nature to most legal marketers, but it can be easy to forget sometimes. CTAs help you achieve your communication goals. Whether your goal is to grow your network, drive traffic to your website, or encourage collaboration, a specific call to action will move your audience toward that goal.
Regardless of what you offer in your ad, explain the value your readers will get by clicking the link you include.
14. Choose your images carefully
Include clear and interesting images to preview your ad. We suggested using high-resolution images and avoiding images with text or overly busy graphics. Aim for bright, eye-catching colors that match your brand's aesthetic.
15. Test targeting
LinkedIn offers many options for targeting criteria, so it may take a few tries to get it right. You can add filters such as location, job title, company name, job title, industry, and more. If you're just starting to advertise on LinkedIn, it's okay to start broad and narrow down. You don't want to lose out on valuable viewers or waste ad dollars on low-quality clicks. Try different audiences to see what works best.
16. Optimize regularly
Review campaigns and performance frequently, then test, update, and optimize after review. Try toggling copy, CTAs, images, etc. to see how elements impact performance and get better results. Conduct A/B testing of your ads and campaigns to determine what works best for your company.
Like any other form of marketing, there are many facets to LinkedIn, but following these best practices is a good place to start. If you take care to optimize your profile and take advantage of the features LinkedIn offers, your company can generate a strong following, which will help increase brand awareness and generate leads.