Today, clients are seeking deeper insights into their outside counsel more than ever before. A look into LinkedIn law firm company pages reveals a phenomenon that’s been brewing for a while: a shift in the way clients engage with law firms on LinkedIn and the power law firms have to shape the narrative on this important platform.

Clients and prospects often turn to law firm LinkedIn pages for a variety of reasons, including:

  1. Credibility Verification: LinkedIn provides a quick and reliable way for clients and prospects to verify the authenticity and credibility of a law firm.
  2. Understanding Expertise: Clients want to understand the specific areas of expertise a law firm offers. LinkedIn can showcase articles, case studies and updates that demonstrate the firm’s depth of knowledge in specific legal sectors.
  3. Recent Updates & Achievements: LinkedIn is a platform where firms regularly post about their recent cases, victories, awards and recognitions. Clients and prospects want to see what the firm has recently achieved.
  4. Networking: Clients and prospects might be checking the mutual connections with the firm or its lawyers. It helps in understanding shared professional acquaintances or references.
  5. Assessing Firm Culture: Posts about firm activities, community involvement or staff highlights can give insights into the firm’s culture, values and ethos.
  6. Thought Leadership: Law firms often share articles, blogs, or updates about recent legal developments. Clients and prospects check these to gauge the firm’s thought leadership and to stay informed about updates in the law.
  7. Services and Offerings: A firm’s LinkedIn page can detail various services, specialties and unique offerings, giving potential clients a clear picture of what’s available to them.
  8. Team Overview: LinkedIn can provide a snapshot of the firm’s attorneys, their experiences, specializations and backgrounds. Clients want to know more about the individual attorneys with whom they are or will be working.
  9. Client Testimonials: Some firms post testimonials or case studies showcasing their success stories, which can be persuasive for potential clients.
  10. Engaging Content: Beyond text updates, engaging content like recaps of webinars, audiograms, infographics and videos can provide valuable insights into complex legal topics in a more digestible format.
  11. Recruitment: Remember that potential employees are also looking at the firm’s LinkedIn page to understand more about its work, culture, values and opportunities.

In essence, a law firm’s LinkedIn page serves as a dynamic digital storefront, showcasing its professional stature, expertise, achievements and values to clients, potential clients, referral sources, recruits, alumni, the media and other stakeholders.

The BTI Consulting Group researched more than 200 law firm LinkedIn pages in its new Benchmarking Law Firm LinkedIn Performance Report (the only report of its kind that identifies the law firms performing best on LinkedIn and ranks performance levels) revealed some interesting insights about corporate counsel’s behavior on LinkedIn and what law firms can do to enhance their LinkedIn company presence.

1. A Surprising 20% Growth: Despite being one of the last groups to adopt LinkedIn, law firms have seen a 20% increase in followers for two consecutive years. Interestingly, corporate counsel, who had earlier shown hesitation in using LinkedIn, are now making their presence felt on this platform.

2. The Engaging Underdogs: Am Law’s second 100 firms are leading the charge in engagement. Their ability to create precise, compelling content, whether it’s about legal issues or firm news, sets them apart from their larger peers.

3. Engagement vs. Followers: While a growing follower count is indicative of growing interest, it’s the active engagements – comments, likes, shares and reposts – that truly matter. It’s this engagement that fosters lasting digital relationships.

4. LinkedIn: A Sigestible Newsfeed for Corporate Counsel: Moving away from the rigidity of traditional websites, LinkedIn offers a holistic, digestible insight into law firms. This easy access to insights is quickly positioning LinkedIn to overshadow conventional law firm websites, making it a prime platform for creating perceptions and garnering inbound leads.

5. The Silent Partners: A significant observation from BTI’s report is the lack of active engagement from law firm partners on their firm’s LinkedIn posts. Without their interaction, the firm’s LinkedIn posts won’t reach their full potential. A firm needs their lawyers to share and like the firm’s content in order to reach the valuable connections of their lawyers. This is where training comes into the equation and why it’s so important to provide comprehensive LinkedIn training to all lawyers as well as staff members.

6. The Power of Consistent Posting: Active posting on a law firm LinkedIn company page, even if it’s repurposed content, significantly boosts engagement. The equation is simple: the more you post, the more engagement you will receive.

So What Should Law Firms Post on Their LinkedIn Company Pages?

  • Tailored Content for Target Audiences: Law firms need to recognize the diverse nature of their audience. It isn’t just peers or other legal experts looking at your content. There are potential clients, prospects, referral sources, alumni, law students, journalists and others looking and engaging with your content every day. Some of them are doing so silently – you never know who is viewing your page, which is why it’s so important to post varied content. To resonate with this varied group, it’s crucial to create content that’s comprehensive yet accessible. Use layman terms, provide clear examples and avoid excessive legal jargon. A case study or a client testimonial can make for compelling content that showcases your firm’s expertise and approach.
  • Use Visuals to Enhance Comprehension: A picture speaks a thousand words, and in the context of LinkedIn, visuals can significantly increase engagement. Infographics breaking down complex legal processes or short video snippets explaining legal concepts can make your content more shareable and engaging.
  • Employee Advocacy: Empower your team, from junior associates to senior partners, to share and engage with the firm’s content. Their individual networks can magnify your firm’s outreach multifold. Regular training sessions can help them understand the best practices of sharing and engaging with content on LinkedIn.
  • Thought Leadership Over Promotion: While it’s essential to highlight your firm’s achievements, the content shouldn’t always be about self-promotion. Sharing insights on recent legal developments, offering commentary on landmark cases or discussing the implications of new legislation can further position your firm and its lawyers as thought leaders in the industry.
  • Direct Engagement: Encourage your team to participate in LinkedIn discussions, join relevant LinkedIn groups and respond to comments on your firm’s posts. This not only boosts your firm’s visibility but also demonstrates a commitment to engage directly with the community.
  • Analytics and Feedback: Utilize LinkedIn’s analytics tools to understand what kind of content is working and what isn’t. Monitor the type of content that gets the most engagement and use this data to refine your content strategy. Encourage feedback from your team and followers to continually improve your LinkedIn content strategy.

Key Takeaways

  • LinkedIn, is changing the way clients interact with law firms – law firms of all sizes need to care about LinkedIn.
  • Active engagement trumps mere follower count.
  • Regular, compelling content boosts interactions.
  • Partners can play a crucial role in enhancing a firm’s digital outreach.
  • LinkedIn is a leading communications platform for law firms, overshadowing traditional websites.

Enhancing and strategically utilizing your LinkedIn company presence has become an indispensable part of modern legal marketing. Yet, it’s startling to me how many firms merely touch upon the vast capabilities that LinkedIn offers.

Beyond the basic functions of a LinkedIn company page, there are many advanced features and strategies that remain underutilized by most law firms. Firms that proactively delve deeper into these resources, understanding and leveraging them, position themselves at a distinct advantage, opening doors to unparalleled networking opportunities, client engagements and brand visibility.

Reach out to me for help managing your law firm or company’s LinkedIn page – I manage many firm’s pages behind the scenes – think of me as your secret weapon!

Join me and BTI’s Michael Rynowecer for an in-depth look at the report’s key findings as well as what law firms of all sizes can do to maximize the power of LinkedIn for business development and visibility purposes in a free webinar on September 13. Space is limited, so register now.