How to Use LinkedIn Marketing for Lawyers
In 2007 there were 1.14 million lawyers in the United States. By the beginning of 2018, this number had reached 1.34 million and continues to grow. Regardless of what area of law you practice in – that’s a lot of competition!
If you want to stand out from the “crowd” and ensure your legal practice is picked over the competition, you have to implement the best marketing efforts. One of these that some attorneys either ignore or forget about is LinkedIn marketing for lead generation.
If you want to see how to take advantage of this marketing platform, keep reading. These tips will help ensure you get all the benefits this professional social network has to offer.
Understand Your Target Client
There’s no question that LinkedIn offers an effective way for you to build your client base. However, to do this, you must use the social platform the right way.
This means making sure your individual profile and your law practice’s business page resonates with the business professionals, or in house counsel, you are trying to attract. Take some time to identify who your target client is. You also need to know their wants, needs, and concerns.
Once you have this information, you can tailor the content you create to their interests, and the to type of people you are trying to attract. Targeted content is designed to attract potential clients. Most people don’t think they need a lawyer, until something happens. When a triggering event occurs, that ‘contact’ becomes a potential client- and therefore a lead.
Create a Content-Rich Presence
Once you have identified your audience and your purpose, you can focus on creating a better profile. Start by using the keywords your potential clients are using to search for information. This is the same process you use to research keywords for your website.
Think about the person that represents your audience and then create your profile summary as if you were speaking directly to them. You can also use LinkedIn’s multimedia tool to link or upload marketing content.
If you need help with this, reach out to some marketing specialists. Experienced professionals can help you create a profile that will resonate with your target audience and help to turn them into clients.
Participate and Remain Connected
LinkedIn is not a “set-it-and-forget-it” network. You have to put in the effort. This effort is illustrated by becoming part of the conversation.
If someone asks something or comments on your publications or posts, be sure to respond. However, don’t make everyone else start the conversation. “Get in there” and ask questions, find out more about your audience and the type of information they are searching for.
When the need for an attorney arises, people are much more willing to hire someone they have engaged with in the past, rather than someone they randomly find online. Be sure to keep that in mind as you develop your LinkedIn profile.
LinkedIn Marketing: Let it Help Propel Your Law Firm Forward
LinkedIn marketing can take some effort in the beginning. However, with the tips here, you will be able to build a solid foundation on this popular, professional networking site.
If you need more help building your LinkedIn profile to ensure it reaches your target audience, or using LinkedIn for lead-generation, contact our team. We also offer information on how to use Google Analytics, which can be beneficial if you are updating your website to keep your content client-focused.