law firm content marketing

How Law Firms Can Conduct a Competitor Analysis on LinkedIn

by Evan Powell • May 20th, 2024 • Content Marketing, Legal Marketing | Blog

Having a robust online presence is essential for law firms looking to stay competitive. LinkedIn, with its professional focus and extensive user base, offers the perfect environment for legal practices aiming to build their brand, attract new clients, and establish thought leadership. But how can law firms ensure they are leveraging this platform effectively? One powerful approach is conducting a comprehensive competitor analysis on LinkedIn. This blog post will guide you through the process, helping you understand your competition, identify opportunities, and refine your LinkedIn strategy.

1. Introduction: Understanding the Need for Competitive Analysis on LinkedIn

In an ever-competitive legal industry, knowing what your competitors are doing can provide critical insights that can shape your own strategy. A LinkedIn competitor analysis allows you to:

  • Understand the types of content that resonate with your target audience.
  • Identify gaps in your current strategy.
  • Uncover opportunities for engagement and growth.
  • Learn from the successes and mistakes of others.

By systematically analyzing your competitors’ LinkedIn activities, you can develop a more informed and effective approach to building your firm’s online presence.

2. Defining the Purpose: Establishing Your Goals and Objectives

Before diving into data collection, it’s crucial to establish the purpose of your competitor analysis. Here are some common objectives:

  • Content Strategy: Understand what types of posts (articles, updates, videos) engage your audience.
  • Engagement Tactics: Analyze how competitors interact with their followers.
  • Brand Positioning: See how competitors position themselves in the market.
  • Ad Performance: Evaluate the effectiveness of competitors’ paid LinkedIn campaigns.

Clearly defining your goals will help focus your efforts and ensure you extract actionable insights.

3. Gathering LinkedIn Data: Manual vs. Native App Approach

Manual Data Collection

If you choose to collect data manually:

  1. Create a Template: Set up a social media competitive analysis template. Include columns for metrics such as follower count, engagement rate, post frequency, and types of content.
  2. Visit Competitor Profiles: Note down key statistics from your competitors’ LinkedIn pages.
  3. Engagement Metrics: Manually calculate engagement rates by dividing the number of interactions (likes, comments, shares) by the number of followers.
  4. Content Analysis: Track the timing, frequency, and format of posts, as well as the hashtags and keywords used.

Using LinkedIn’s Native Tools

LinkedIn provides native tools for competitor analysis within its analytics section:

  1. Navigate to Analytics: Access the Competitors tab under the analytics section of your LinkedIn company page.
  2. Compare Metrics: Instantly compare follower growth, engagement rates, and other key metrics.
  3. Monitor Trends: Track changes over time to identify patterns and trends.

While manual collection is time-consuming, it allows for a deeper dive into the qualitative aspects of competitor activity. LinkedIn’s native tools, on the other hand, offer a quick and efficient way to gather quantitative data.

4. Analyzing Competitor Engagement: Examining Content and Follower Interaction

Content Strategy

Examine how and when competitors post content. Key points to consider:

  • Post Frequency: How often do they post new content?
  • Content Types: What mix of articles, updates, videos, and other content types do they use?
  • Timing: When do they post, and does timing affect engagement levels?
  • Keywords and Hashtags: Which keywords and hashtags do they use to drive visibility?

Interaction with Followers

Understanding how competitors engage with their audience can offer insights into best practices:

  • Response Time: How quickly do they respond to comments and messages?
  • Tone and Style: What tone do they use in interactions – formal, friendly, or somewhere in between?
  • Engagement Tactics: Do they ask questions, run polls, or use other tactics to drive engagement?

5. Identifying Strategic Insights: Turning Data into Actionable Steps

Collecting data is only the first step. The real value lies in interpreting this data to identify strategic insights:

  • Strengths and Weaknesses: Identify what competitors do well and where they fall short.
  • Content Gaps: Look for topics that are underrepresented in competitors’ content but relevant to your audience.
  • Engagement Opportunities: Find ways to enhance interaction with your followers based on competitors’ strategies.
  • Ad Performance: Determine which types of ads (if any) are most effective for your competitors.

6. Implementing Your Own Strategy: Applying Learnings to Improve Your Firm’s Presence

Once you’ve identified strategic insights, it’s time to apply them to your own LinkedIn strategy:

  • Content Calendar: Create a content calendar that includes a mix of content types and topics tailored to your audience.
  • Engagement Plan: Develop a plan for interacting with followers, including response times and engagement tactics.
  • Ad Strategy: Use insights from competitors’ ad performance to inform your own paid campaigns.
  • Continuous Improvement: Regularly review and adjust your strategy based on new data and changing trends.

7. Conclusion: The Importance of Ongoing Analysis and Adaptation

Competitor analysis is not a one-time activity. The digital landscape is constantly evolving, and what works today might not work tomorrow. Regularly revisiting your competitor analysis ensures you stay ahead of the curve and continuously improve your LinkedIn strategy.

  • Regular Updates: Schedule periodic reviews of competitor activity.
  • Adaptation: Be prepared to adjust your strategy based on new insights.
  • Innovation: Stay open to experimenting with new tactics and content types.

By committing to ongoing analysis and adaptation, your law firm can maintain a strong and competitive presence on LinkedIn.


Understanding your competition is critical for success in the legal industry. By conducting a thorough LinkedIn competitor analysis, your law firm can uncover valuable insights, refine your strategy, and ultimately achieve greater engagement and success on the platform. Start your analysis today and watch your LinkedIn presence flourish. Contact us for help optimizing your law firm’s LinkedIn presence today!


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