Hands up any lawyers that want more work? I’m betting that there’s quite a few hands up now and I’m here to tell you that the effective use of LinkedIn is one way that you can achieve that goal.
More than just a glorified online resume, LinkedIn is actually a powerful business development tool, and this is especially true for lawyers. Here’s four great reasons why you and your team should be active on the world’s largest online network that’s dedicated to business.
1. Your prospective clients are online – so you should be too
One of the most important reasons for lawyers and other professional services to embrace social media is that it is where your prospects are. You need to understand your potential clients, their needs and their habits. Being familiar with their digital presence is an important part of that process. The other great feature of social media is that it puts you in front of people who didn’t even know they might need a lawyer.
2. Content curation builds awareness
So if a large amount of people don’t even realise they might need a lawyer, what can you do? Well, posts on social media platforms like LinkedIn are a great way to make people aware of the reasons why they might need a lawyer. For law firms, we strongly recommend that interesting and relevant content is published by an authorised representative on your company page, and then all team members, from junior staff through to partners, can share those company updates via their personal profiles.
3. Showcase your expertise
As well as sharing other interesting and relevant content via your company page, LinkedIn through its Pulse platform creates an opportunity for you to publish your own content and position yourself as an expert in a particular area of the law. It is possible to tell stories to demonstrate your credibility and authority without breaching ethical standards or client confidentiality. These Pulse articles can then be shared more broadly on other social media channels such as Facebook and Twitter to further increase your reach.
4. Nurturing existing client relationships
It’s easier and more cost effective to win more work from an existing client than it is to secure a whole new client. So an obvious social marketing tactic that many lawyers – and other professionals – miss is to link directly with clients on LinkedIn. When you are a first connection, you’ll get notifications on significant occasions that are important to your clients, like their work anniversary, new job, promotions etc. You can allow your PA to manage this process by simply clicking on the “thumbs up” for key updates, rather than you going in to write more detailed comments. By regularly engaging with existing and past clients online, it is easy to nurture the relationship and remain top of mind for any future legal needs they may have.
If you want more tips on how you can harness the power of LinkedIn to boost your legal practice, then sign up for my LinkedIn for Lawyers online workshop. Available online so that you can fit it in to your busy schedule, the course will take you through how to optimise your profile and how to effectively use LinkedIn for business development in just 10-15 minutes a day. The course is approved by the Law Society of NSW, awarding you 3 MCLE points.