If you’ve been on the job market in the past few years, whether searching for a new job or looking to hire a new employee, you know the value of a good personal LinkedIn page for presenting a professional appearance and giving potential employers and business contacts important information about one’s skills and experience. But LinkedIn isn’t just for job seekers and recruiters. Millions of people are using LinkedIn everyday to research professional service providers, such as attorneys, and if you’re not using LinkedIn effectively (or worse, not using it at all) you could be missing out. Here’s why LinkedIn is a crucial part of your law firm’s digital strategy.
LinkedIn can promote your professional image
Just like your website, your LinkedIn profile is the public face of your law firm. As such, it should be detailed, professional in appearance, and well-maintained. Make sure all images were taken by a professional photographer and that your image on your personal LinkedIn page, which will be associated with the company page, is a professional headshot. Ensure that information about your firm’s location, specialties, and contact information is included, and that all content published in the profile, published through the publishing platform, shared, or liked by the company page is consistent with your company’s values and is free of distasteful or offensive material or association.
LinkedIn is a publishing platform and social promotion tool
Lawyers have a specialized knowledge of the law that the large majority of the population (i.e., non-lawyers) do not have. Yet the law applies to everyone, and people are searching for information about their legal predicaments—information that you can provide. Writing informative content on your areas of expertise is a way to enhance your professional reputation by proving your knowledgeability. LinkedIn allows you to make that information available to the world through its publishing platform, which is fairly intuitive and easy to use. Once you’ve published a post, you can easily share it with your professional network.
Is a blog a part of your digital strategy? (If not, it should be.) LinkedIn is a great medium for promoting those blog posts. You’re not posting on your blog for your own health—you want readers! Like Facebook and other social media platforms, LinkedIn allows users to share links to articles with their network of followers, which you can use to share your blog posts and garner engagement—get people to click, like, read, and share. Additionally, you can rewrite, repurpose, and optimize blog content for publication on LinkedIn, allowing you to increase your volume of SEO (search engine optimized) content and your reach to prospective clients.
LinkedIn is a social engagement tool
If you want to convert people to clients, you need to engage with them. You can do this through publishing on LinkedIn and sharing your content, but you can also do this through sharing other relevant content written by industry leaders and thought leaders, or even news content relevant to your practice, such as the passage of new regulations. This, just like writing and publishing your own content, shows your knowledge and expertise in the field.
Additionally, other social actions such as liking, sharing, or commenting on other’s posts can bolster goodwill and interest toward your firm from those in your network.
LinkedIn is an important part of any business’s digital strategy—it’s not just a digital resume (though a good LinkedIn presence could help you recruit quality job candidates when your firm has openings). LinkedIn is an essential tool for publishing and promoting SEO content, engaging with potential clients in and beyond your professional network, and establishing a professional image for your firm.
Could your law firm use some help in implementing a digital strategy and enhancing your LinkedIn presence? Send us a message or give us a call at 616-843-0877 to talk LinkedIn, social engagement, and digital strategy, or check out our LinkedIn Lead Generation Checklist below for more information on creating a LinkedIn company page that works: