LinkedIn is one of the most influential social media networks with over 660 million users in more than 200 countries worldwide. It is the go-to social platform for content distribution as more than 50% of all social traffic to B2B websites and blogs comes from LinkedIn. Professionals visit the platform multiple times per day not only to network but also to find valuable content to read. For lawyers looking to increase their brand awareness and influence prospects, LinkedIn is more important than ever. However, to see success on the platform, lawyers need to post regularly and proactively engage with their network. In this post, we look at 4 ways lawyers can raise their profile to galvanize success on the platform.
Hashtags are key for content visibility
Similar to what’s been happening for years on other platforms like Twitter, hashtags are increasing in popularity on LinkedIn. You can use hashtags in your posts and also search for them to find relevant topics. Unlike what you might see on Instagram, for example, on LinkedIn you want minimal hashtags. Keep them focused, readable, and related to your industry. In terms of reach, we have found that posts with 3 hashtags perform the best. Include relevant hashtags in the “About Us” section of your LinkedIn profile, weave them into your comments, and create custom ones to promote (such as for an upcoming conference your firm sponsors). It’s also smart to monitor hashtags for marketing opportunities. Search for relevant terms to find thought leaders, and from there you can engage with them.
Video is more important than ever
A recent study reported that 90% of respondents said video converted better than other content types. Video is highly personable, it gives people a better sense of who you are and can help build trust. Lawyers can use LinkedIn video to introduce themselves and their firm, talk about how they help, answer FAQs in their industry, promote a webinar, etc. LinkedIn offers their own video option in the newsfeed, or you can link to video content in your profile, posts, etc. We recommend uploading and sharing your video directly on LinkedIn, natively. Native video performs better organically in newsfeeds.
Some other best practices to keep in mind are as follows:
- Keep videos short (no more than 10 minutes)
- Tell a story and use compelling messaging
- Use impactful images, and maintain consistent branding throughout the videos you create
- End with a clear call to action
- Write a detailed description for your video, and optimize for SEO using keywords
Encourage employees to use their own media reach
When employees promote their law firm’s content on their own social profiles, it significantly extends the reach of a message and increases online engagement. That includes attorneys and other staff within your firm. If they – even occasionally – post content from your firm on their personal profiles, the amount of people you reach will significantly increase. It’s best to roll out some guidelines or a process for the firm to ramp up posting on social, just to ensure brand consistency. In fact, there are many social media employee advocacy tools we recommend employing to make the sharing process simple. These tools allow marketing teams to curate pre-approved content for their teams to share.
Sharing things like company photos, staff achievements, and staff events is a great way to humanize your law firm on LinkedIn and deliver messaging about your company in an authentic way. When you mention employees using the @ symbol, they can repost to their profile.
Leverage LinkedIn groups – join and share
LinkedIn groups remain the best way to expand industry knowledge, make connections, or get ahead in your legal career. Keep a high profile in your professional network by finding and joining the right groups. Be particular about which groups you join, and then be even more particular about what you share. Search for groups that are local to your area, or pertain to your areas of expertise. Then, offer insights that are relevant and valuable, and once in a while share some branded content. These groups are also a great place to ask questions and get answers from people who have been there.
LinkedIn offers great options for lawyers looking to increase brand awareness and develop new relationships, ultimately leading to new business. Remember, the platform is most beneficial to those lawyers who fully embrace its potential, committing to consistent, proactive engagement. Hashtagging your content, uploading videos, and joining relevant groups are all practical ways lawyers can use LinkedIn to raise their profile.
If you need help developing a winning social media strategy on LinkedIn, contact us today.