There are many vital elements to building new referrals through LinkedIn and I’m going to give you two that you can take action on right now.
The Importance of a complete headline
The first is to have a complete and compelling headline (that’s the line right under your name). Most profiles I see written by lawyers either say one word like ‘Lawyer’ or they elaborate just slightly saying ‘Lawyer at Such n Such’ which doesn’t actually say all that much. You need to think of your profile working in two ways, one, as a check on your credibility and the other is to get new work. (Note these examples are all from the UK so I don’t out a fellow Aussie in this articles, I have also hidden much of their identity).
First, credibility. Who is checking on your credibility? Well, everyone! Think I’m exaggerating? Only slightly, as the figures are as high as 86% of Australians are checking LinkedIn in the process before they make a purchasing decision. Even if they Google you and don’t go directly to LinkedIn, your LinkedIn profile will come up in the top 3-5 results, so most click through anyway, even if they aren’t logged in. So wouldn’t it be a good idea to tell people what kind of law you practice upfront?
It’s a simply change, just simply change ‘Lawyer at Such n Such’ to ‘Lawyer specializing in Patent & Trade Marks with Such n Such’ or ‘Patent & Trade Mark Lawyer at Such n Such’, see the difference?
Now the other reason to have this change on your headline to highlight the type of law you practice upfront is to attract new clients. The only constant around LinkedIn is that your photo, name and headline follow you around where ever you go, so in order to attract new clients, or jog the memory or old clients is to give them a great reminder. If your headline doesn’t say what kind of lawyer you are, a person could just skip over it. If it says Patent and Trade Mark Lawyer and they know someone who was thinking about trademarking their new business name then boom you’re in the running for a new referral.
The hidden gem that are groups
Not everyone knows the true power of LinkedIn and its free features. Joining Groups on LinkedIn is THE weapon to slash through the noise and make your profile work hard while you get on with what you do best. Groups provide a place for professionals to share interests, content, make business contacts and build relationships.
Unlike other industries where competitors are just that – someone to compete with – those in Law need to have connections with others in the industry in order to get referrals. As you know, lawyers in different disciplines can work as partners, not competitors. A trade mark lawyer can always refer business to a family lawyers when their neighbor is getting a divorse.
WHY join Law related Groups on LinkedIn?
Joining Law industry Groups on LinkedIn is the best way of getting those valuable referrals. Forget paying for social media Ad campaigns that don’t reach those you need most. Place yourself in front of where the eyes are – your colleagues are all on LinkedIn because they know it’s the only place for professionals to gain massive benefits from real connections.
Here are three LinkedIn Group suggestions for you to join:
1. Australian Legal Community (7366 members)
2. LinkedIn Lawyers Australia (7883 members)
3. Australian Lawyers (4732 members)
HOW do you join Law related Groups on LinkedIn?
1. Search for the Group:
You can search for Groups by typing in the Group name or keyword at the top left of your LinkedIn Page. Click on the Group Tab from the menu and browse the groups you might like to read more about that group before deciding to join.
2. Join the Group:
Click on the ‘Ask to Join’ button. Your request will then be sent to the Administrator of the Group to review and accept your request.
WHERE can I view the Groups I have joined and requested to join?
Click the Grid icon in the top right of your LinkedIn page and select Groups from the dropdown.
Under ‘My Groups’, you can view Groups you have joined and pending Groups awaiting approval. In addition, the ‘Discover’ section will provide Groups that LinkedIn has suggested for you based on your previous choices. You can join up to 100 groups, which may sound like a lot but when you are using them well, it can seem like it’s not enough as you keep discovering new ones.