Today, networking online is just as important as networking in person. And in the professional world, LinkedIn continues to be the most important social media channel for business development. It enables you to quickly build and grow relationships, strengthen your brand and stay top of mind with key individuals in your professional network regardless of where they live. LinkedIn also gives you a treasure trove of valuable competitive intelligence, which can help you gain a serious advantage over your competitors.

I know that many of you have LinkedIn profiles but you aren’t maximizing the platform because you’re busy, or you don’t know really how to use it or you just aren’t convinced that it’s worth your time. Let me assure you that it is 100% worth your time especially given that we have five generations in the workforce right now and clients are getting younger and are using social media more frequently.

In fact, to further underscore the importance of the social network, your LinkedIn profile is often the first or second Google search result when someone searches for you online. In addition, LinkedIn is free and easy to use.

To show you just how easy (and beneficial) it is to use, here are some quick and easy examples of actions you can take today to more meaningfully engage with your connections, strengthen your brand, position yourself as a subject matter expert and bring in leads: 

I recently had the opportunity to participate in an interview series with the Legal Marketing Association where they asked some of the speakers of the upcoming LMA19 conference to respond to questions on why they submitted to speak at the LMA Annual Conference, what they hope attendees will learn from their presentation, what they think are the keys for success for legal marketers today and which other sessions they are most excited to attend. Here are my responses. I’m looking forward to seeing many of you in Atlanta on April 8-10, and I hope you will join me and Jennifer Carr for our deep-dive workshop session on April 10 at 1:30pm on “Beyond Branding: Aligning Social Media Strategy With Business Development Goals.” Learn more about the session

Many professionals want to step outside of their comfort zones and try different types of professional branding activities such as public speaking, article writing, taking a leadership role on a committee or joining a nonprofit board or starting a blog, but there’s something inside of them that holds them back from doing so.

Here’s what I say to those feelings of self-doubt and negativity (and what you should say too), “Yes you can, and you will!”

It’s not easy to tame our inner critic, but nothing in life that’s worth it ever is, right? We all have tons of self-doubts in our head that wreak havoc on our self-confidence. It’s so important to believe in yourself, in fact, your career depends on it.

A positive mindset goes a long way in determining whether your endeavors fail or succeed. Harsh self-reflections can be very damaging to your psyche and your career. To succeed you must consciously silence these negative thoughts, replace them with proactive thoughts and actions and generally just be kinder to yourself.

I used to be in this category of people who just didn’t believe in themselves and who were overly critical of themselves – let’s just say that I was not the most charismatic public speaker (in fact, I was terrible!) and I beat myself up over it watching videos of myself, critiquing my performance and asking others for feedback where I obsessed over the negative comments.

But I kept at it, I strove to improve what I could, I didn’t give up and I didn’t say no to future speaking engagements just because I had a few so-so experiences. And neither should you.

So what if your speaking engagement is only good not great or if your article just receives a lukewarm reception? You’ll learn from each of these and do better next time. After all, practice really does make perfect. If you work hard for the things you want, they will happen.

The next time you hear that negative voice in your head, I want you to promise to do the following: 

It’s not always easy to develop a steady stream of strong content to engage with your clients, prospects and other target audiences, especially when there’s so much competition out there from other firms that are content powerhouses and so little time to capture the attention of your audience.

You also don’t want to be the firm that posts content just for the sake of posting content – you always want your articles and posts to be meaningful, targeted and client-focused – remember, always think quality over quantity. You can also use what you do have more efficiently to give you much more bang for your buck.

Your professional biography is one of the most important pieces of copy you’ll ever write about yourself. It’s your opportunity to showcase your work, capabilities, areas of expertise and what makes you stand out from your competitors.

Many in-house counsel cite lawyer bios as one of the most important sources of information regarding researching outside lawyers (yes, everyone is Googling you and your bio is usually the number one search result of your name). In addition, lawyer bios are among the most trafficked pages on law firm web sites.

Your bio can serve as an important business development tool if it is well-crafted. Yet within the legal industry, so many bios are still lackluster, outdated, not client-focused or just plain poorly written.

Given the power of bios, it has always baffled me that many lawyers do not update theirs at least several times a year or write them with a client focus. Any down time you have or right before a pitch or a speaking engagement are all great reasons to take a fresh look at your bio and them more engaging and client-focused. Now let’s get to work!