Is LinkedIn Marketing Right for Your Law Firm?

LinkedIn is the largest online professional network in the world, with over 200 million users in the United States and 900 million users globally. Over 93 percent of lawyers use LinkedIn. People generally think of LinkedIn as a networking website, but it’s also a powerful B2B marketing tool.

LinkedIn offers unrivaled marketing opportunities for lawyers, especially if your law firm is seeking new clients in particular fields, such as real estate, hospitality, telecommunications, or finance. The main advantage you get with LinkedIn compared to Facebook and other social media channels is advanced targeting. LinkedIn allows you to segment potential leads based on their position within the company, interests, education, demographics, associations, and other important traits.

Although the platform provides unique opportunities for turning a cold audience into hot leads, many nuances make LinkedIn marketing challenging for the uninitiated user. You’ll want to research the site before seeking new clients on LinkedIn, or you can trust your LinkedIn campaign with an experienced digital marketing firm.

Identify and Target Your Audience

LinkedIn allows you to attract new clients to your firm using organic LinkedIn traffic, paid advertising, and lead magnet campaigns. Whichever method you choose, LinkedIn has tools to help you to identify your audience and focus directly on the decision-makers you wish to connect with. You can select your audience according to the following aspects:

• Industry
• Job title and function
• Company location
• Company size
• Demographics
• Education
• Job experience
• Interests and traits
• Seniority level
• Educational background
• Fields of study
• Skills
• Group memberships
• Gender and age
• Years of experience
• Followers and connections

What Is a Lead Magnet Campaign?

A lead is a prospective client that has given you their contact information. A person becomes a lead by calling your office, responding to an email query, or leaving their information in a submission form on your website or a landing page.

It takes time and effort to build trust with new clients on LinkedIn. If you contact someone you don’t already know and tell them that your law firm works with people in their industry, you probably aren’t going to get a response.

One of the most effective strategies for connecting with potential clients is a targeted lead magnet campaign. A lead magnet is something of value that you give away to develop a sense of goodwill and begin a relationship with a prospective client. The goal of a lead magnet campaign is to collect the person’s phone number or email address.

A lead magnet is something that answers a client’s question or solves a problem. Examples of lead magnets include:

• Trial subscriptions
• A phone consultation
• A complimentary report in PDF format
• eBooks
• How-To guides
• Checklists
• Case studies
• Free training
• Webinars
• Infographics

Build Your Profile and Post Frequently

To maintain a strong presence on LinkedIn, it’s important to optimize your profile and regularly post content. Paid LinkedIn advertising is also an option.

For a lead magnet campaign, you’ll want to use a personal LinkedIn profile instead of your company LinkedIn page. This profile will include your contact information, a CV, information about your firm, and a professional-looking headshot.

When posting, make use of all the tools LinkedIn has to offer. There are several formats and multimedia options to choose from.

Take the following steps to increase traffic and build authority on LinkedIn:

• Use keywords
• Seek endorsements
• Join LinkedIn groups
• Include hashtags
• Make connection requests
• Target look-alike audiences
• Engage in discussions with followers
• Create attention-grabbing visuals and graphics
• Like, share, and leave comments on articles you enjoy
• Post articles and content to your feed at least once a day

SLS Consulting, Inc.—Finding the Right Tools to Grow Your Business

For over 20 years, SLS Consulting, Inc. has been helping law firms attract leads. Our team will sit down with you and develop the best strategy for your firm. Your personalized marketing strategy may include social media campaigns, paid advertising, and SEO optimization to increase organic traffic that comes to your website.

Call us at (323) 254-1510 to schedule your free consultation today. Let us help you get the leads you need!