Lawyers have a unique opportunity to expand their professional network and attract potential clients by using LinkedIn. But just being on LinkedIn isn’t enough.
To tap into its full potential, lawyers must use it strategically. This means understanding your target audience, building a robust profile, effectively engaging with your network and leveraging connections to drive real business. Here’s how attorneys can make the most out of LinkedIn, from fostering genuine connections to turning those connections into actual business.
Strategize High-Value LinkedIn Outreach
Determine your specific criteria for “high-value” contacts in line with your business objectives. Start by analyzing your business’s current needs, gaps, and growth areas. Consider potential clients who align with your expertise, business partners who can expand your service offerings, or influencers in your industry with substantial reach. Curate a list of 100 such contacts who can significantly influence your business trajectory. This curated list becomes the cornerstone of your LinkedIn outreach efforts.
Harness the Power of LinkedIn Sales Navigator
If you’re unfamiliar with LinkedIn Sales Navigator, now’s the time to get acquainted with this valuable tool. Available with LinkedIn’s Premium version, Sales Navigator offers advanced search capabilities that allow you to narrow down potential high-value contacts based on specific criteria. This tool offers unparalleled access to the vast LinkedIn network, ensuring you can pinpoint contacts that align closely with your high-value profile.
Optimize Your LinkedIn Profile
Before you even begin reaching out, your profile must become a beacon of professionalism and value. Instead of converting your resume directly into a LinkedIn profile, reinvent the narrative. Position your experience and accomplishments as value propositions. For instance, rather than just listing tasks or positions held, frame them as contributions you’ve made. Phrases like “In my role at X company, I implemented processes that boosted efficiency by 20%, offering significant cost savings,” convey value. The aim is to have readers immediately grasp what you bring to the table and how you can potentially be of service to them.
Do Your Due Diligence
Approach LinkedIn with the intent of gathering valuable competitve intelligence that will help your business. Delve into profiles of current and potential clients, as well as contacts, to gain deeper insights into their professional backgrounds and activities. Keep an eye on how clients interact with various content and posts, and pay attention to the sentiments they express. This is a proactive approach that demonstrates your commitment to understanding and catering to their needs. By thoroughly analyzing the information you gather, you can spot emerging trends or issues in particular industries or businesses. Use this knowledge to reach out with solutions or advice even before a client recognizes a potential challenge.
Keep It Real and Relevant
When you chat with someone on LinkedIn, especially those with whom you really want to connect, it’s not about selling something. Think about what you can share that they would genuinely find interesting or helpful. Maybe you’ve read an article that reminds you of their business or you know a tool that could help them. Everyone’s a bit wary of the typical salesy approach. So, switch things up. Imagine you’re both on the same team, trying to score a goal together. Start by truly listening and understanding what they’re aiming for. Have real, human conversations and provide value. Because at the end of the day, LinkedIn is about making genuine connections, not just adding another number to your contacts list.
Engage with Prospects by Commenting
One of the most effective ways to get noticed on LinkedIn is by strategically engaging with others’ posts. This doesn’t just mean liking them; it means commenting. But, it’s essential to ensure that your comments are meaningful, insightful or add value. For lawyers, this might mean offering a legal perspective on a trending news story or giving a nuanced opinion on a recent legal development. Such interactions position you as a knowledgeable figure in your field, making prospects more likely to remember and reach out to you.
Curate Content That Resonates
The content you share on LinkedIn speaks volumes about who you are as a professional. Lawyers should focus on sharing or creating content that resonates with their target audience. This might include articles on recent legal developments, commentary on landmark cases, or even tips and advice for potential clients. Curated content positions you as a thought leader in your field, making it more likely for prospects to trust and approach you.
Use the LinkedIn Algorithm to Your Advantage
The LinkedIn algorithm favours posts that generate engagement. This means that the more likes, shares and comments your posts receive, the more they’ll be shown on others’ feeds. To harness this to your benefit, ensure your content is not only high-quality but also relevant and timely. Engaging with others frequently and encouraging interactions on your posts will amplify your reach. LinkedIn’s algorithm rewards genuine and consistent engagement. Rather than spreading yourself thin, focus on interacting meaningfully with your most valued connections. This ensures that your content remains visible in their feeds and vice versa, helping you stay top of mind with them.
Build Meaningful Relationships Quickly
LinkedIn is not just a platform for sharing updates; it’s a place to forge connections. For lawyers, it’s essential to prioritize quality over quantity. Instead of connecting with everyone, focus on building genuine relationships with fellow lawyers, industry professionals and potential clients. Engaging in meaningful conversations, showing genuine interest in others’ posts and being consistent in your interactions can foster trust quickly.
Craft Personalized Connection Requests
It’s a known fact that human-to-human connections resonate the most. When you initiate outreach via a connection request, it’s vital to stay authentic and genuine. Don’t rely on LinkedIn’s default message; tailor your message for each contact. By modifying the language and tone of your connection request, you enhance the chances of acceptance. Remember, the goal isn’t just to increase the number of connections but to foster quality relationships. If there’s one pivotal change to implement in your LinkedIn strategy, it’s this: prioritize genuine and meaningful language in your connection requests. This simple adjustment can lead to faster and more valuable connections.
Turn Connections into Business
Once you’ve laid the foundation by building a strong connection, it’s time to pivot those relationships into potential business opportunities. This doesn’t mean you should pitch your services in every conversation. Instead, provide value, offer insights and when the moment feels right, gently introduce your services or explain how you could assist. Remember, people are more likely to do business with people they trust and with whom feel a genuine connection. When a connection celebrates a professional achievement, such as opening a new office or winning an award, take your engagement a step further. Instead of just hitting ‘like’ or leaving a generic comment, make it personal. Offer recommendations, send them information they may find of interest, extend invitations to collaborate or connect them with influential figures in your network.
For lawyers, LinkedIn is an invaluable tool, but only when used right. By focusing on engagement, curating resonating content, understanding the platform’s algorithm, forging genuine relationships and subtly turning those connections into potential business opportunities, attorneys can stand out in a crowded digital space. Now is the time to harness the power of LinkedIn. Reach out to me for help creating a LinkedIn strategy.
- Identify High-Value Contacts: For impactful LinkedIn outreach, strategically identify and curate 100 high-value contacts aligned with your business objectives.
- Engage Actively: Merely scrolling through your newsfeed isn’t enough. Engage by leaving insightful comments to stand out and be remembered.
- Content is King: Share or create content that resonates with your audience, positioning yourself as a trusted expert in your field.
- Understand the Algorithm: Drive engagement on your posts by understanding and adapting to how LinkedIn’s algorithm works, maximizing your visibility.
- Quality over Quantity: It’s more beneficial to have a few meaningful connections than hundreds of superficial ones. Prioritize genuine relationships.
- Seize Business Opportunities Tactfully: Once trust is established, identify the right moments to introduce your services, always ensuring you offer value first.
Remember, LinkedIn is more than just a networking tool; it’s a platform to showcase your expertise, build genuine relationships and, ultimately, grow your business. So start using it today!
Reach out to me for help with your LinkedIn strategy!
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 LinkedIn, Twitter, YouTube, Instagram, sign up for her email list and follow her latest writing on JD Supra.