LinkedIn is the professional networking
tool in your marketing toolbox. It is a business oriented social
networking service. Think of it as a tool to help you organize all the
networks of fellow lawyers and clients who refer work to you. And it
does so in a way you can understand with results you can see.
To be effective on LinkedIn, you need a marketing plan for its use.
Start by asking yourself “What do I want to accomplish with LinkedIn?”
Do you want to:
- Build your client base
- Cultivate relationships with particular businesses
- Search for a position
- Create your own web presence outside that of your firm
- Establish your expertise
Whom do I want to attract?
If you’re searching for a position in a law firm, you want to attract
the attention of law firm managers, recruiters, or human resource
departments. If you want to build your client base, your profile and
publications should address potential clients’ needs. Tailor your
message to fit your intended goal.
Your Profile
Now you know why you’re on LinkedIn, you can create an effective
profile, one that contains some of the keywords that your reader uses to
search for a lawyer such as “Traverse City elder law lawyer.” Write
your profile in first person (“I”) as if you were talking to that client
in your office. Add to your profile using LinkedIn sections. Upload
your video, write a short blog for the publications section, and, if you
volunteer, add volunteer organizations. Remember to include a picture,
your skills in the skills section, and make sure your title states the
type of law you practice.
Build a Network
Remember that LinkedIn is a professional networking site. Its purpose is
to build relationships. Start by connecting with people you know. Send
invitations to connect on LinkedIn as part of your follow-up after you
meet new people at an event. Add something personal to the standard
invitation such as reminding them where you met.
Use LinkedIn Groups
LinkedIn offers groups for every situation one can imagine and while
some may be of little value, some are helpful. If you search the
profiles of the people you want to meet, you will find the groups they
belong to. You can join the group and follow the discussions, comment,
and add articles or links.
Updates
Updates are short messages you share with your network. You can send an
update directly from your home page using the update box. Experts say
that 80% of updates should be news or information for your readers and
20% about you. Review the updates posted to your home page and comment
when appropriate.
LinkedIn is about networking and
building relationships. Check your home page or read the update e-mails
for news about others in your network. Respond with a congratulatory
note or information that can help them further a project. Taking a few
minutes to scan your home page, respond to updates, and send comments
can bring good results when done with your goals in mind. And, remember
to include a link to your LinkedIn home page on your SBM enhanced profile page in the Member Directory and your website.
Roberta Gubbins has served as the editor of the Ingham County Legal News.
Since leaving the paper, she provides services as a ghostwriter editing
articles, blogs, and e-blasts for lawyers and law firms. She is the
editor of Briefs, the Ingham County Bar Association e-newsletter, and The Mentor, SBM Master Lawyers Section newsletter.
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