5 tips for lawyers to level up on LinkedIn

The pandemic has forever changed the way we network.

With face-to-face networking events canceled, professionals moved online to fill the void. Many of them have not looked back.

In the “new normal”, your digital presence is more important than ever.

With 65 million decision makers and an increasingly engaged user base, LinkedIn is the best place for lawyers to connect with professionals.

In this article, I’ll share five tips on how lawyers can effectively use LinkedIn to win business.

What is LinkedIn and why is it important?

LinkedIn is a social media platform for professionals to connect and collaborate.

It is the largest professional network in the world with over 700 million members.

It is a powerful marketing tool because four out of five of these members drive business decisions. However, the real power of LinkedIn is harnessed through personal branding.

Personal branding is a form of marketing that promotes people rather than businesses.

On average, personal profiles have 10 times more followers and eight times more engagement than their business pages.

Personal branding is important for lawyers because it helps you build trust and win clients.

Contrary to popular belief, personal branding doesn’t have to be difficult or time-consuming. It’s an effective way to increase your online profile and win new business.

In fact, with rapidly changing consumer habits, ensuring long-term sustainable business growth is essential. Plus, it’s fun!

How to Grow Your Personal Brand on LinkedIn

Tip 1: optimize your profile

Your LinkedIn profile is your digital face.

This is often the first impression a prospect will have of you.

This is your chance to capture their attention and convert them into a lead – you might not get a second one.

Optimizing your profile deserves an article on its own, but here are some basic tips:

  • upload a recent professional photo. Showing your face builds confidence. It also increases profile views 14 times more
  • update your title. This is the text that appears below your name on your profile. Part of it also appears when you comment on a post. Prospects need to know what services you offer
  • make the most of your banner image. You can use a corporate image or create your own using a tool like Canva

More than a third of LinkedIn users have changed jobs, companies or industries in the past four years. If you are one of them, make sure your profile is up to date.

Tip 2: create content

Imagine you are attending a networking event. You bump into a stranger and before you’ve even said hello, he starts trying to sell you something.

You’ll probably feel a little uncomfortable and want to get away from them.

It’s no different on LinkedIn. Build a relationship first. How can you build rapport? By creating content.

Here are some tips to help you get started:

  • make the first line of your message grab attention. When your post appears in your subscribers’ feeds, they’ll only see the first few lines. Make them count. Make your reader want to click “see more”
  • use hashtags, but not too much. Hashtags make your content easier to find for those interested in similar topics. Choose three to five relevant hashtags (these can be keywords from your text) and include them at the end. If you use too many hashtags, your post may seem spammy
  • if you include a link to an external site, do not put it in the main body of your article. LinkedIn appears to limit the reach of posts that divert traffic from the platform. Instead, comment on your own post with the link

When you post on LinkedIn, you are asking for your reader’s time and attention. If you jump straight into a sale, they are likely to scroll.

By adding value through content creation, you can build trust, grow your network, and win business.

Tip 3: be realistic

People are tired of the perfect. Trust me. Social media is full of inaccessible and modified ideals. To stand out, you have to be different. What better way to be different than to be yourself?

Being the real one benefits you for several reasons.

It boosts sales

Creating authentic content has a direct impact on your brand’s credibility. With 86% of consumers saying authenticity is important when deciding which brands they like and support, being real is directly tied to sales.

In a world of filtered selfies, shiny streams and “only positive vibes”, being real stands out

If you feel comfortable doing so, showing your vulnerability is a powerful way to connect with others. However, that doesn’t mean you have to feel vulnerable.

I’ve shared countless true stories on LinkedIn, but never felt vulnerable posting them.

If you’re going to share something personal, check yourself first.

If you’re posting it because you want validation, it’s probably not the best thing to post.

After all, you might as well end up with insults or radio silence rather than praise. If you can accept that and feel comfortable in your words, no matter the answer, then you might be willing to share it.

It’s more fun

Being fake is no fun (or at least it isn’t for most people). You’ll have a lot more fun if you stay true to yourself and build real relationships.

Presenting yourself as the real one has multiple advantages for you. It reflects positively on your brand and helps you win new business.

Tip 4: be consistent

Since I started posting two years ago, I’ve posted almost every day.

It is paid. It brought six-figure business opportunities to the law firm where I was marketing manager. I won a prize and I was very publicized thanks to my publications.

I am now building a business, strengthened by my connections. To get those kinds of results, you have to be consistent, and to be consistent, you have to have a plan.

I create content strategies to help my clients. By mapping out their content in advance, I save them thousands of hours of thinking time, procrastination, and scrolling.

All they have to do is respond to the content prompts and click publish.

This takes the stress out of having to offer content onsite.

Tip 5: Enjoy!

If personal branding becomes a chore, you’re likely to give it up.

By using a strategy to make personal branding effective and stress-free, you’ll find it enjoyable and therefore more likely to stick with it.

As the nature of networking changes, your digital presence has never been more important.

LinkedIn is the best place for lawyers to raise their profile and grow their networks. By following the five tips above, you can improve your LinkedIn to effectively win new business.