With more than 690 million individual users and 50 million business accounts, LinkedIn is the world’s largest professional network. It is growing at a rate of 21% every year. From the Fortune 500 companies to small businesses, every organization is on LinkedIn. Law firms are no exception to this trend.
However, most lawyers fail to realize the platform’s true potential. They often create a company page because every one of their competitors is doing so. LinkedIn packs the power of growing your law firm’s brand presence, acquiring new leads, and growing your professional network.
It allows you to be more business and marketing-oriented compared to other social media platforms. That’s why it can become an essential component of your law firm SEO marketing endeavor. However, you are going to need a well-planned LinkedIn marketing strategy to do so.
Here is how you can do it.
1. Define Your Goals and KPIs
LinkedIn is a versatile platform that you can use for a variety of purposes, ranging from connecting with your peers to lead generation. So, to make each one of your law firm marketing campaigns a success, you need to define your goals and KPIs (Key Performance Indicators) from the start.
For example, if you are running a marketing campaign to increase your brand awareness, the most common KPIs you can track on LinkedIn are Impressions and Unique impressions.
The number of page views will tell you how many impressions you received, and the number of unique visitors will provide you with unique impressions. You can track these metrics from your LinkedIn company page dashboard.
Other important KPIs you can track include:
- Visitors Demographics: To identify the types of visitors engaging with your content.
- Content Performance Metrics: They include likes, comments, clicks, engagement, and social shares.
- Followers: Gain in the number of followers tells you that you are on the right track.
- Competitor Analysis: It helps you understand how your competitors are doing.
2. Create a Smashing Content Strategy and Schedule
LinkedIn is an excellent platform for sharing your wealth of legal knowledge. However, as it attracts a niche audience, you have to make sure the content is high in quality. You also need to publish it at the right time to make sure your content gets maximum exposure. With this strategy, even if you have a relatively smaller audience, you can get more leads and conversions.
Research states that the best times to post to LinkedIn are Wednesdays from 8–10 a.m. and noon, Thursdays at 9 a.m. and 1–2 p.m., and Fridays at 9 a.m. Sunday is the least engaging day in the week. The least popular times to post are every day from 9 p.m. to 3 a.m. You need to consider these timings when setting up your content schedule.
You can publish posts, share photos, and videos as well. As LinkedIn attracts mostly professionals, you can focus your content on industry thought leadership and also the legal service you offer. Just make sure you don’t appear self-promotional and maintain a consistent brand voice through each piece of content.
3. Optimize Your Profile like a Portfolio
In addition to a solid content strategy, you also need a well-optimized profile. Start with the basics like your photo, headline, and summary. Your profile picture needs to be a professional one. Get a headshot in professional attire if you can.
Your headline also needs to stand out as it is the first thing people will notice when they visit your profile. So, instead of using a default job position, try to come up with a creative headline. You can also incorporate your law firm SEO keywords in the headline as it will help you boost your search discovery.
The same goes for your summary description. When it comes to your summary, the cookie-cutter approach will not you get far. So, you should come up with a creative description that helps showcase your strengths and also allows you to use desired keywords naturally.
4. Reach out to Your Prospects with Confidence
Finally, you will need to reach out to those who you think are a perfect fit for your legal endeavors. However, don’t limit growing your network to just potential clients. You should also try to connect with professionals and industry experts in your niche. It will allow you to connect with more people, like a chain reaction.
However, you will need to send out a customized message for every connection request. A run-of-the-mill message will most probably end up in the junk folder.
If you have read or heard about a prospect’s recent achievement or liked their content, talking about it should be an excellent icebreaker. You can also connect with people by showcasing how you can help or benefit their business or career.
LinkedIn is a premium platform for marketing your law firm. I hope these four tips will help you get your LinkedIn marketing going with a bang. Another way to get the most out of this platform is to work with legal marketing professionals like Gorilla Webtactics. We offer legal marketing services for lawyers across the country. Call us today at (612) 260-1506 or contact us online to find out how we can help you.