Cultivating a strong LinkedIn presence offers law firms a strategic edge in the digital era. It serves as a conduit to showcase expertise, disseminate thought leadership and connect with a wide-reaching professional network.

In an increasingly competitive legal landscape, LinkedIn enables law firms to effectively engage with clients, prospects, partners, referrals and potential recruits. Further, it enhances brand visibility, solidifies credibility and facilitates the cultivation of meaningful relationships.

If your LinkedIn efforts aren’t yielding the desired outcomes, considering hiring a consultant and providing your team with targeted LinkedIn training. A LinkedIn consultant possesses the know-how to enhance your company’s profile while equipping your team with effective techniques for successful networking and engagement.

1. Expertise and Specialization: Outside consultants specialize in LinkedIn strategies and have trained multiple organizations, gathering best practices and understanding common pitfalls. They can provide attorneys and staff with actionable insights that might not be obvious to someone who only uses LinkedIn occasionally.

2. Objective Perspective: An external expert brings a fresh, unbiased perspective. They can objectively analyze how the law firm’s current LinkedIn presence aligns with industry standards and where there’s room for improvement.

3. Time Efficiency: While some in-house staff may be proficient with LinkedIn, training others could be time-consuming. An outside consultant has structured programs and modules ready to go, ensuring the training is efficient and comprehensive.

4. Staying Updated: LinkedIn, like all social platforms, continuously evolves. Outside consultants stay updated with the latest features, algorithms and best practices, ensuring that the training they provide is relevant and up-to-date.

5. Customization: A consultant can tailor the training based on the firm’s specific goals, whether it’s attracting new clients, recruiting top talent or showcasing expertise in a particular area of law, or all of the above.

6. Consistency: For law firms with multiple branches or international offices, an external consultant can ensure consistent training and brand messaging across all locations.

7. Focus on Soft Skills: Beyond the technical aspects, a consultant can teach attorneys the soft skills required for effective LinkedIn networking, such as crafting compelling content, engaging in meaningful conversations and building genuine relationships online.

8. Quantifiable Results: Many consultants provide metrics and tools to measure the effectiveness of the training, allowing firms to quantify their return on investment.

9. Long-term Support: Post-training, consultants can offer support, periodic check-ins and refresher courses, ensuring the firm’s LinkedIn strategy (as well as the efforts of the lawyers) remain on track.

10. Competitive Advantage: With a professionally trained team, law firms can stand out in a crowded digital space, showcasing their expertise and building meaningful connections that can lead to tangible business outcomes.

Next Steps

Investing in outside LinkedIn training isn’t just about understanding a platform—it’s about leveraging it to its fullest potential. As law firms recognize the importance of digital networking, bringing in an expert can provide them with the tools and strategies to elevate their online presence, foster relationships and drive growth. I know someone who can help you (wink, wink) – reach out to me to find about the LinkedIn training programs I offer clients and individuals.

Stefanie Marrone advises law firms of all sizes, professional service firms, B2B companies, recruiters and individuals on the full range of marketing and business development consulting services designed to enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for small and mid-size law firms.

Over her 20+-year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry. Connect with her on LinkedInTwitterYouTubeInstagramsign up for her email list and follow her latest writing on JD Supra.