How Legal Marketers Can Improve Their LinkedIn Organic Search

LinkedIn is an important part of marketing for professional services. In fact, LinkedIn saw a large increase in conversations among users last year. But if you want more traction on LinkedIn, you have to be visible. How do you get more people to see your content on the platform? Here are some tips for improving your law firm’s LinkedIn organic search. 

Why Does Organic Content Matter on LinkedIn? 

Organic content refers to material that is found naturally on a page, rather than appearing as a paid promotion. When it comes to LinkedIn, it’s non-paid content is the content that appears in users’ feeds without them having to search for it. They see items based on their previous activities and interests – in other words, what’s relevant to them. 

Paid content certainly serves a purpose and can help your firm to meet its goals, but people gravitate toward organic content more. Your followers are more likely to trust publishers that they relate to, and they’re more likely to share content from those publishers, which means more people will see it. In general, organic content is very important for building a quality audience and boosting your law firm’s credibility. 

That being said, it’s not easy to cultivate those audiences and an online presence. Larger companies can spend more time optimizing content and other digital elements, but that’s not as simple for smaller firms with limited resources. So what can you do? 

That’s Where the Boost Feature Comes In

LinkedIn has a Boost feature to help with this challenge. If you find that an organic post on your LinkedIn page is generating some attention, consider boosting it to help it reach a wider audience. Ideally these are thoughtful posts linking to original content or other informative material that encourages readers to “read more” or “learn more”. Here’s how to use the Boost feature to get more top-performing content. 

1. Select a Post to Boost

It’s tempting to choose a post that isn’t getting the attention you’d hoped for, but you should focus on one that is already getting some traction. Posts with higher engagement usually spark conversation, offer value in some way, and are high-quality with real substance (and a clear CTA). To find which post will work best, review the analytics for your LinkedIn page. If your page has been active for a while, then you can go directly to analytics through the Analytics tab near the top. Here you can find data on your visitors, followers, updates, and employee advocacy. View the “Update Engagement” section at the bottom to see how well each of your posts is performing. If your page is newer, simply scroll through your feed and see what’s gaining traction. Look for high impressions and high engagement like comments. 

2. Start the Boost Process From an Organic Post on Your Page

After you’ve chosen a post, open it and click on the Boost button in the upper right-hand corner. From there you’ll go to a Campaign page, where you’ll choose objectives, targeting, and begin and end dates. For objectives, choose “increase awareness” or “get engagement”. Then you’ll choose an audience using the drop down menu. You can pick from profile based, interests based, a LinkedIn audience template (a list of custom audiences), or a saved audience (an audience you’ve created previously). You can also decide who to include/exclude from your campaign, including individuals based on language, location, industries, job titles, and more. You can even expand your audience with advanced settings:

• • • • Automatic Audience Expansion: Increase the reach of your campaign by displaying your ads to people with similar attributes as your target audience.
      • Include LinkedIn Audience Network: Increase the reach of your target audience up to 25% by displaying ads on LinkedIn as well as partner apps and websites.

3. Set Timing and Budget 

After you’ve finalized the other settings, you’ll pick a start and end date. You will also choose a lifetime budget. Keep in mind that the budget you set is going to affect your results. You’ll see forecasted results, but remember these are just an estimate. After you’ve completed these final steps, click “Boost” to launch your ad. If you check your LinkedIn ad account, you’ll see a new campaign that’s set up with the item you just created. 

5 Types of Organic Content to Boost on LinkedIn

Ideally you are creating new content all the time in order to build brand awareness, increase credibility, and drive traffic to your website. To get the most bang for your buck, you want to boost the organic content that will be most impactful. That includes the following content types:

1. Organic Content Designed to Attract Your Ideal Client 

Consider copy that answers common questions or addresses the pain points of your usual clients. This is content that’s designed to appeal to prospects that you haven’t worked with before. 

2. Organic Content That Establishes Credibility

Share content on your page that demonstrates your expertise, provides value for your audience, and shows that you’re an authority in your space. 

3. Organic Content That Nurtures Potential Clients

In order to build a longer-term relationship with clients, you want to share content that supports, educates, and nurtures them. 

4. Organic Content That Educates Followers

Remember that when your audience is searching LinkedIn, they are looking for information on something. Create content that’s designed to answer the questions that they have. Informative articles, videos, or tutorials keep your followers engaged and help them to learn something new. 

5. Organic Content to Prompt Engagement With Followers

You can learn more about your audience and increase interaction by designing posts that generate a response from followers. Think of content like polls or surveys, or asking for feedback on important topics. 

Takeaway: 

Organic content that actually gets views, likes, comments, and shares is crucial to achieving the results you want from LinkedIn. Use this process to get even better results with LinkedIn’s Boost feature. For more content and social media help, contact us for a free consultation.