LinkedIn can be a great platform for attorney social media marketing. With over one-third of U.S. adults using LinkedIn, many attorneys can find an audience there.
However, LinkedIn is unique from other social media options. You need a plan to grow your following and ensure that the right people see your posts, profile, and comments.
Here are some of the most impactful marketing tips for lawyers that all attorneys can apply to improve their LinkedIn presence within the legal industry.
1. Set Up and Optimize Your LinkedIn Profile
Before trying to grow your audience, you need a marketable LinkedIn profile that speaks to who you are, what you do, and who you help.
You're more likely to build a following and authority on the platform when your base profile is rich with a professional picture and banner, has details about your current role, and includes keywords related to your practice area.
The Basics
Here are some basic tips to get started with your LinkedIn profile:
- Use an optimized headline
- List your professional experience
- Include details about any certifications or special training
- Write a summary section about how you help your ideal clients
- Include skills and get recommendations from contacts
- Create a custom URL for your profile
- Verify your contact details
- Add a LinkedIn background banner photo
- Add links to any other social media channels you use
2. Find Your Target Audience
All attorneys can get some value out of LinkedIn, but the value you get may be limited by the type of law you practice.
That's because of what makes LinkedIn unique: it's a professional networking platform and more business-first than other types of social media marketing.
LinkedIn for lawyers is less about seeking potential clients. Think of LinkedIn as the most helpful for professional networking with peers and other law firms. Referrals are possible on LinkedIn regardless of your practice area, but those who focus on professional services or business law may also find their audience on the platform.
In those cases, you could market directly to prospective clients. The majority of active LinkedIn users are between ages 18 and 34, so there are also age considerations for using this to market legal services.
3. Build Your Network and Seek Out Connections
You can't send your legal marketing messages to people on LinkedIn or digitize your referral network without making connections with them.
As you add new connections, drop them a short note to explain why you're reaching out. The more personal, the better. Some people will accept your connection request without a note, but it certainly helps to share one.
Here are some examples of simple connection notes that work well:
- "Looking to expand my network in the Atlanta area with other independent professionals."
- "I see you also went to Virginia Tech—go Hokies! Would love to connect here."
- "I love the content you post on your page, and I would love to connect so I can see it all."
- "Nice to meet you at ______ event. Let's connect here, too!"
Avoid spammy messages or overt sales pitches in your connection requests. Connection requests with notes like "I need more referrals from area lawyers" or "Want to jump on a quick call?” are doomed to fail.
To gain traction with your target audience and show LinkedIn that you're serious about using it, try to reach at least 500 connections. At that point, more people are likely to see your messages, and others may be more likely to accept your connection request, too.
One easy way to get started with connections is to import contacts from your work email. Upload them and send out connection requests in bulk to save time and grow your following quickly.
4. Join Groups
LinkedIn groups are typically less active than Facebook groups. Still, they can be a decent way to find new connections and add to an existing conversation in your practice area.
You might join groups of other lawyers to see what legal tips and tricks they're using in their practices. If you're a business lawyer, you might join founder's groups to see what kinds of legal questions pop up most frequently.
When joining LinkedIn groups, the best ways to engage are by:
- Posting new content
- Commenting on other members' content
You could start by carving out about 30 minutes weekly to check in on your groups and add to the conversation.
5. Post Regularly
The LinkedIn homepage is your window into the pulse of your professional network. It is where you can share your updates and where you will find posts from your connections and other LinkedIn members.
To get the most from the LinkedIn homepage:
- Share Regular Updates: Posting regular updates, such as your thoughts on recent legal developments or trending topics, can showcase your breadth of knowledge and insight.
- Engage with relevant posts: In addition to sharing your content, you should also engage with posts from your connections by liking, sharing, or commenting on them. This not only reinforces your relationship with your connections but also maintains your visibility on the platform.
- Publish Articles: LinkedIn offers a robust blogging function. Use this feature to write more in-depth pieces and establish your thought leadership. Posting on your profile regularly increases the chances that you'll appear in LinkedIn search results.
When the LinkedIn algorithm spots someone whose posts get good engagement, such as comments, shares, and likes, their posts are more likely to be shown to people outside their existing network.
The best kind of content on LinkedIn positions you as a thought leader. That doesn't mean your posts need to be long, though. You can mix text-based content, short videos, and other media to see what gets the most traction with your followers and the algorithm.
Posts That Work Well on LinkedIn
Here are some common examples of posts that work on LinkedIn:
- A contrarian opinion that sparks a conversation with others
- Running a poll to see what other people think about a hot topic
- Breaking down a step-by-step process or mistake you've seen clients make
- Behind the scenes in your office
- Success stories or unique approaches
With regular content, you get your message across to your audience, including referral partners. These posts keep your name top of mind. The best time to post on LinkedIn is noon. If you can't make that work, posting during business hours is the next best option.
In this example, the lawyer builds on general questions in employment law by sharing content from a high-authority resource and adding her own two cents about what she sees in practice.
Promotional posts are okay when used occasionally. Compared to other social networks, LinkedIn has more wiggle room for you to share the occasional firm news, awards, or direct promotions. Because LinkedIn is a business platform, some business celebrations are expected there.
The best posts of this type do double duty, like the example above from the Connecticut Trial Firm. By sharing their recognition as a great place to work, they humanize themselves and hint at their company values. This could be a deciding factor for someone who wants to work with a team of lawyers who built a great work culture and treat staff well.
6. Use Hashtags
If you want to boost the potential audience for everything you post, use hashtags.
Like on other social media platforms, hashtags on LinkedIn have followers. Using hashtags relevant to your content and your target clients and followers feeds back into the algorithm. Your post might get picked up and shared with a broader audience following one of your hashtags.
When you're logged into LinkedIn, the hashtags you follow appear on the lower left side of the menu bar. Click on "discover more" to find which hashtags have a good following and add them to your posts as relevant. Generally, you want hashtags with at least several thousand people following them.
More than 10-15 hashtags per post can do more harm than good. Hashtag overuse dilutes your messages and swallows valuable character space in your posts.
Here are some example hashtags to consider for a PI lawyer:
- #lawyer
- #legal
- #law
- #personalinjury
- #caraccidents
7. Share Original Content Your Audience Cares About
Sharing and commenting on other people's material will only get you so far. And only posting promotional information like awards announcements can make your profile a one-note affair.
The best strategy for a LinkedIn lawyer profile is to mix it up by posting original and relevant material for their followers. This works not only to generate brand awareness for your firm but also to feed the LinkedIn algorithm.
Here's an example of how posting relevant content can work on LinkedIn:
If you add a bunch of restaurant managers to your LinkedIn and then post content about divorce law, most of those people will not engage with your content.
LinkedIn will interpret that as evidence that your posts are not interesting or relevant. Once the algorithm determines this, it won't show as many of your posts to the vast majority of connections.
Meanwhile, if you're a business lawyer or employment attorney who helps restaurant managers with legal issues, your content is likely more on point. It will get better engagement from your audience.
This makes it more likely that more people in your audience will see and engage with your posts.
Use Relevant Topics
Ensure that your content is aligned with all aspects of your practice areas. An injury lawyer could talk about:
- New AAA or NHTSA studies
- Developments in autonomous vehicle technology
- New laws on drunk or drugged driving
- Best ways to avoid an accident in bad weather
- What to know about contacting an insurance company post-accident
- Signs of TBIs
This variety of content provides value and generates interest. If your potential clients are on LinkedIn, you can probably repurpose content from your blogs, podcasts, and other marketing materials. Lawyers building out a referral network may have a more difficult time since most of their marketing content is focused on clients.
Connecting your work with topical events can help you create dynamic content. In the example above, Lawyer Neel Shah draws connections between the Super Bowl marketing strategy and the value of a comprehensive estate plan in this video on LinkedIn.
8. Leveraging LinkedIn with a Law Firm and Professional Profile
Most of the efforts discussed thus far relate to using your personal LinkedIn profile. But you can also get two bites at the apple by setting up a law firm profile.
As an individual, you can share posts from your law firm page on your personal page and add a few comments to make them stand out.
The LinkedIn Marketing Solutions page is a resource provided by LinkedIn that is specifically geared towards businesses and professionals seeking to optimize their presence and advertising on the platform. This page provides:
- LinkedIn Ads Services: It provides access to LinkedIn's advertising solutions, allowing businesses to create impactful B2B ad campaigns.
- Guidance on LinkedIn Pages: LinkedIn Marketing Solutions offers advice on creating an effective LinkedIn company page, a crucial step for raising brand awareness and driving conversions.
- LinkedIn Business Manager: This feature enables businesses to manage their LinkedIn Ad Accounts and Pages centrally.
- Training and Resources: In addition to these solutions, LinkedIn Marketing Solutions provides free online training, certification courses, and marketing resources in its 'LinkedIn Marketing Labs', helping users maximize their advertising efforts on the platform.
Using two accounts can get more eyes on your law firm's content and position you as a knowledgeable expert. When you add your thoughts to a piece of content the firm shares, you can highlight additional knowledge and perspective.
In many cases, a marketing manager or an outsourced marketing expert who focuses on law firms can handle the second account. You can then share those posts on your own profile, too, for more visibility.
9. Engage with Other People
Once you've connected to other people and followed hashtags of interest, you're ready to allocate time to commenting on other people's content.
This boosts your chances of being seen by others and building your own network. Other viewers and commenters on the main post see your material and may connect with you.
Even just a handful of weekly comments on other people's profiles work well when your profile is optimized. Provide value with thoughtful responses or share anecdotes of your own.
10. Talk About More Than Your Practice
One-note accounts that only talk about their business may not get as far as accounts that are authentic. Varying your content keeps people following and paying attention.
If you're involved in community service, advocacy work, or public speaking, these are opportunities to share what you're doing outside of the office.
Similarly, if your law firm organizes webinars, networking events, or seminars, use LinkedIn to promote them. Use posts to share event details, encourage registrations, and build anticipation. You can also create an event page on LinkedIn and invite your connections to attend.
Remember to post regularly in the lead-up to your event, updating attendees with interesting news or previews. Once the event is over, remember to share highlights or key takeaways in a post-event discussion.
11. Leverage Recommendations and Endorsements
Endorsements and recommendations on LinkedIn serve as social proof, enhancing your credibility and attracting more clients. To garner endorsements, provide high-quality services that satisfy your clients and impress your colleagues.
Encourage satisfied clients and peers to endorse your skills or write a recommendation. Always remember to reciprocate and endorse the skills of others in your network where appropriate. Having a well-rounded, endorsed skill set and numerous positive recommendations will increase your visibility and appeal on LinkedIn.
13. Host or Participate in LinkedIn Live sessions
LinkedIn Live is a built-in tool that allows users to broadcast live video to their network. Lawyers and law firms can use this feature to host webinars, Q&As, or panel discussions. Engaging with your audience in real time can significantly boost your online presence and visibility.
Sharing your insights and expertise on legal topics can set you apart as an authority in your field. Promote these sessions in advance to maximize attendance, and remember to interact and engage with viewers throughout the live broadcast.
14. Utilize LinkedIn Learning for Professional Development
LinkedIn Learning is a platform that offers a wide range of courses and learning paths, including many that can be directly relevant to legal professionals.
Lawyers can use LinkedIn Learning for continuous professional development, staying current on legal trends, or expanding their understanding of marketing or business concepts. Remember to share these learning milestones with your network, which showcases your commitment to ongoing professional development and can boost your reputation on the platform.
15. Track and Measure Your Progress
Lawyers should use LinkedIn's built-in analytics tools to evaluate the effectiveness of their marketing efforts. By monitoring key metrics, such as profile views, post interactions, and follower demographics, you can identify what works and what doesn't.
These insights will help you refine your strategy, fine-tune your content, and focus on the activities that yield the highest engagement. Regularly check your analytics and adjust your approach based on what the data shows.
Don't be afraid to experiment and iterate — successful LinkedIn marketing is a process of continuous improvement.
Maximize Your LinkedIn Presence Now
LinkedIn might fit in as both a law firm social media marketing tool and a business development opportunity in your law firm, depending on your practice area and target clients.
If you need help determining where social media fits into your digital marketing efforts, we can help. Rankings.io has been helping law firms grow their client roster for years. We understand what works best for lawyers. Contact us to learn more about how to get started with LinkedIn for lawyers, other social media platforms, or SEO.
