LinkedIn has always been a powerful B2B tool, and its engagement continues to rise. In our post-COVID world, LinkedIn has continued to grow in ways that align with other shifts we are seeing in the business landscape. According to their latest fiscal results, LinkedIn reported a 34% YoY increase in revenue to $3.44 billion, along with “record levels” of engagement. What does this mean for your firm? How can you tap into this increased engagement? Keep reading to learn how to make the most of LinkedIn marketing for law firms.
How to Maximize Opportunities From LinkedIn’s Growth
Overall, the Marketing Solutions arm of LinkedIn is performing better than ever. As user engagement becomes more important, businesses of all types are looking to leverage new opportunities.
Tips on LinkedIn Marketing for Law Firms
1. New Tools for Creators
A big focus for LinkedIn recently has been offering new features to help content creators and individuals. They have looked for new opportunities to act as a connective platform, as well as provide more options for professionals to showcase their credentials. In particular, they’ve added new analytics and profile options, as well as improvements to the “services” section for some professions. Over the past year, LinkedIn has sought more ways to reach its larger user base with additional forms of content. One example is the Newsletters feature, which we’ve covered here. See our past posts on why intro videos are an important component of LinkedIn marketing for law firms.
2. Career Pathfinder Tool
This is a feature that highlights in-demand skills and training opportunities. The goal is to connect the unmatched professional insights offered by LinkedIn with their LinkedIn Learning training tools. Experts agree that this content can play a key role in career advancement for many individuals. The tool encourages a steady stream of new and relevant content that your firm can contribute to. Look for opportunities to provide expertise as part of this formal training platform, and you’ll be feeding into ongoing engagement growth.
3. Microsoft Integrations
Though Microsoft has largely allowed LinkedIn to continue operating as its own entity, there have been a few integrations into various Office products. For example, users of Outlook, SharePoint, OneDrive, and Teams can merge LinkedIn data into their in-app experience. This provides more context into things like emails or meetings. You can also expect that Microsoft is utilizing LinkedIn data in back-end operations to maximize other marketing or promotional efforts.
4. Advertising Opportunities
Due to the improvements we’ve mentioned, as well as others, LinkedIn has seen impressive growth over the past several quarters. More users come with more interest from advertisers, and a broader audience to market to. If you have previously ignored advertising opportunities on LinkedIn, it might be a good time to revisit. When it comes to LinkedIn marketing for law firms, you should consider making paid social a component of your strategy. Additionally, look for new opportunities across other areas that can help you to take advantage of expanded engagement numbers. LinkedIn is making strides in live-streaming functionality, as well as new content creation opportunities. They’ve also alluded to enhancing other video tools, newsletter, and other subscription options.
To learn more about how to advertise on LinkedIn, check out this eBook: The Law Firm Guide to LinkedIn Advertising.
LinkedIn’s latest growth statistics tell a compelling story. If you’re looking for new ways to reach potential clients, LinkedIn marketing for law firms could provide key opportunities. For more insights into the latest social media trends that can affect your firm, check out the Good2bSocial 2021 Social Law Firm Index. Or if you’d like assistance with your social media marketing strategy, contact us today for a free consultation.