LinkedIn is without a doubt the go-to platform for lawyers looking to showcase their expertise, expand their professional reach, participate in conversations about legal industry trends but more importantly … attract potential clients.
However, effectively dipping into the power of LinkedIn requires more than just creating a profile and connecting with a few colleagues and friends – then just setting and forgetting.
It demands a strategic approach that not only demonstrates your professionalism but shows off your authenticity (aka the real person behind your brand).
Here are my top do’s and don’ts when it comes to lawyers getting active on LinkedIn.
Do optimise your personal LinkedIn profile.
I know this seems super obvious, but I’m astonished at how few lawyers do this effectively. Remember first impressions matter, so go all out and get it right.
Do invest in a high-quality headshot that has you smiling (even just the ghost of a smile). Did you know, having a headshot makes your profile fourteen times more likely to be viewed?
Also make sure you have a professional headline (that is the real estate just beneath profile shot and name) includes information about your expertise or specialisation, the type of clients you serve and space permitting … your unique selling point and your authority in the industry.
Given that a whopping 8 out of 10 people only read headlines, give visitors to your page every reason to keep on reading!
Ensure your ABOUT section doesn’t read like a CV but talks about what you are doing right now and why you are best placed to help your clients.
Use the FEATURED section of your personal LinkedIn page to great effect.
This section visually highlights information that reinforces your expertise.
Unlike the content on the activity section of your personal LinkedIn profile – which only highlights content from the past 45 days – the content on your featured section remains there until you decide to update it.
For lawyers the featured section could include:
- A LinkedIn article or post
- A link to your blog, whitepaper, podcast, webinar, guide or book
- A video testimonial.
- A video of you introducing yourself.
- An award you have won.
Be strategic about who you connect with on LinkedIn.
Remember, quality trumps quantity. Only connect with those essential to your future as a professional such as your potential client-base, referral partners and those most likely to refer your business.
Do keep in mind your referral partners could include lawyers with complementary skills or from law firms with a busy caseload who may consider pushing business your way.
Always include a short note when connecting as it dramatically improves the likelihood of people connecting with you.
Share content that is useful and relevant.
Given that you are primarily on LinkedIn to expand your professional network and attract new clients, make sure your content showcases your expertise and is valuable to your target audience … and I do mean valuable.
Provide your take on recent legal cases, developments and news impacting your area of expertise. Look at creating stories that educate your audiences or address their pain points – even look at answering most asked questions or unpacking jargon or complex concepts that few understand.
Where possible create content that drives conversations and encourages other to comment or reshare your content rather than simply ‘liking’ it.
Be authentic.
Add a personal touch to your content. Instead of writing things from a generic angle, bring your perspective on the topic. Do keep in mind that writing original, authentic articles will increase your authority as an experienced lawyer.
Being authentic includes occasionally being controversial and taking a stand on issues of public importance. However, don’t be controversial for the sake of being controversial. Only add your voice when that is relevant or when it helps to further showcase your expertise.
At times it may be in your best interests to remain neutral on a topic!
Be consistent when it comes to getting active on LinkedIn.
I hate to harp on about this, but consistency is key. You can’t drop in and out of posting and hope to maintain an active presence on the platform.
My advice is to post as frequently as your schedule allows. Ideally you should be:
- Checking notifications and responding to messages daily.
- Liking, commenting, reposting or curating content weekly, and
- Posting your own original content weekly or fortnightly.
According to LinkedIn, profiles that post weekly see twice the engagement than those that don’t.
Don’t over-promote.
Avoid bombarding your connections with promotional content about your offering or your firm’s offering as this is a massive turn-off for clients and connections.
Focus instead on providing value-added insights and by establishing yourself as the go-to authority in your area of expertise.
Sure, occasionally include some self-promotional but do keep this to a minimum.
Don’t neglect your profile.
Having an outdated LinkedIn profile is almost as bad as not having one at all. Keep it updated and optimised with a headshot, headline, and featured’ section that reflects your current position and most recent accomplishments.
Continue to stay on top of posting and engaging with others as well. When someone is looking for representation or a professional resource, you absolutely want to be top of mind.
Avoid being inconsistent with your branding.
What I mean by this, is ensure your visual identity (colours, typeface, imagery and banners) as well as tone of voice are consistent across all your platforms – website, socials and other digital touchpoints.
You don’t want potential clients scratching their heads and wondering whether or not you’re the same person?
Consistency not only strengthens your brand identity; it enhances recognition and recall. When your colleagues or prospective clients encounter consistent branding across all platforms, it reinforces your credibility and professionalism in their minds.
All sound a bit daunting?
At Parker Public Relations we work with lawyers and law firms, teaching them how to manage what they do best while we step in and take care of the rest.
We will:
- Develop lawyers’ personal LinkedIn profiles.
- Develop company LinkedIn profile.
- Teach lawyers how to engage with authority and insight on LinkedIn. This can be managed via group workshops or one-to-one coaching.
- Develop articles and content for the firm’s Company as well as lawyers’ LinkedIn pages.
- Teach lawyers how to create their own original content specific to their individual expertise or practice area.
- Provide the firm and individual lawyers with ongoing assistance and support.
