As 2022 is nearing the finish line, law firms need to be in the know on how they can stay atop the digital world. One incredible tool that many attorneys and lawyers overlook is LinkedIn and its potential for law firm marketing.
LinkedIn has quickly become a vital legal marketing tool for law firms around the world to connect with their markets. If your law firm is not on LinkedIn, then you are missing out on networking opportunities and valuable insider information to build your firm. More importantly, you’re missing the chance to advertise yourself as a knowledgeable and trustworthy lawyer.
Since 2023 is just around the corner, you’ll want (NEED) to learn how to use LinkedIn as a lawyer. If you are reading this blog, this is a sign to get started on your LinkedIn marketing strategy for your law firm.
Why is LinkedIn So Popular?
Instagram, Facebook, and Twitter are probably all social media platforms tied to your law firm’s digital marketing strategy. Maybe even TikTok. Do you really need to add another social media platform to the mix?
A recent study found that 94% of LinkedIn users look for lawyers on the platform through referrals. LinkedIn has become a game-changer regarding how users search for and refer lawyers and law firms because it showcases your credibility and professionalism.
Over the last few years, LinkedIn has become more than a job-searching and hiring platform and more of a social media network to connect professionals with similar interests and goals. You can find your typical 9-5 office employees posting about their work experiences or top content creators, such as Bill Gates, sharing valuable insights from their fields.
It is also important to build your law firm’s reputation, and what better way than to use a platform set up solely for that purpose?
LinkedIn has also empowered people who build their personal brands. So, even if you’re a solo practitioner, LinkedIn is a valuable tool to build your brand and increase your potential clients.
The Benefits of Being Active on LinkedIn
There are about 875 million LinkedIn users across the globe. In the U.S. alone, over 170 million people use LinkedIn, making it one of the most popular social media platforms. That’s not even the most jaw-dropping statistic: 40% of users access LinkedIn every day and their daily interactions add up to over 1 billion interactions per month.
As a rapidly growing platform, you need to know how to use LinkedIn successfully in order for your law firm to stand out from your competitors. This could be a challenge, as 90% of U.S. lawyers are using LinkedIn, per ABA’s 2020 Legal Technology Report.
LinkedIn has become a necessity for law firms that want to stay relevant in a highly competitive market. The good news is that being active on LinkedIn does not require you to change your whole marketing strategy or invest hundreds of thousands of dollars.
Setting Up Your Law Firm’s LinkedIn for Success
When first starting out on LinkedIn, you might not see a return on investment as quickly as you wish, but the beauty of the platform is to build your reputation and network slowly, and do it while spending nothing but time. It helps that the platform is free to use. The problem is that most lawyers, while they are on LinkedIn, are not using the platform right.
If there’s something we have repeatedly emphasized at ENX2 Legal Marketing, social media is one of the most vital elements for lawyer and law firm digital marketing strategies. If you set up your LinkedIn company page, you must set it up for search optimization and brand building.
Creating a LinkedIn company page is as easy as creating any social media account. But you must be mindful of the content you put out for the world from the start. What kind of image do you want your law firm’s company page to have? Do you want potential clients to contact you through email or phone number? These are things to keep in mind.
5 Steps to Success with LinkedIn Law Firm Marketing
#1 – Complete your profile for success: When setting up your page, it’s more than the basics. Don’t mindlessly fill out the blank spaces. Instead, think about trending keywords within the legal industry, maybe specific to your practice, that can help potential clients find you in the vast internet world.
#2 – Highlight your company’s assets: LinkedIn is all about sharing your law firm’s knowledge and most attractive assets. You can set up your page to showcase different aspects of your firm.
#3 – Share your knowledge: LinkedIn is the best platform to share insider knowledge from a particular industry. Besides regular text and image posts, you can also share long-form blog posts and even create a newsletter for your followers to receive. Sharing blog posts or setting up your law firm’s newsletter is a great way to build your law firm’s reputation and become an influential voice within your field.
#4 – Follow the experts and join conversations: If LinkedIn is about creating networks, then take the initiative to follow experts within your field and join meaningful conversations online to become known. You can filter LinkedIn users and businesses by location or industry, so if you want to focus on a specific market, you can easily connect with them on LinkedIn.
#5 – Smart commenting: As a network-centric platform, commenting for better reach is a strategy you should implement as soon as possible. Smart commenting can make your page more visible because of how the LinkedIn algorithm works. You should not be senselessly commenting on every post you stumble across. Instead, you should build a commenting strategy focusing on a specific industry and highlighting your expertise.
Contact ENX2 Legal Marketing for Your Law Firm’s LinkedIn Marketing
We understand it might be lackluster and tedious to add another social media platform to your law firm’s marketing strategy, but if you’re not focusing on your LinkedIn strategy for 2023, then you and your law firm will risk losing potential clients and being a leading voice within the legal industry.
You have the qualifications, experience, and expertise. Use LinkedIn to increase your law firm’s reputation and influence in the legal space.
Don’t wait until the last minute to craft your LinkedIn strategy. Talk to the experienced legal marketing experts at ENX2 Legal Marketing that can help you tailor your profile to reach your desired market.