| LinkedIn is reportedly the most popular
business social networking site used by attorneys. In fact, a recent report shows that 70%
of corporate counsel use LinkedIn as a tool, and half rely on it. Executives from every
Fortune 500 company are using LinkedIn.
To help law firms attract and retain more clients using
LinkedIn, I have identified ten different opportunities attorneys should take advantage
of.
10 Ways Law Firms Can Use LinkedIn to Attract and Retain
More Business
1. Build relationships with potential clients:
If you deal with corporate business, small business or real estate issues then you can use
LinkedIn to network with potential clients - and educate them so they will want to come to
you with their problems.
2. Build relationships with potential referral sources:
For example, an attorney who specializes in social security law can network with partners
or employees at general practice firms so they can pass business on to you. Business
lawyers can network with accountants and business advisors. Lawyers that work in the real
estate industry can connect with realtors who can refer business to them. Elder care
attorneys can network with assisted living homes and care giving service providers and
associations who can refer business to them.
3. Create a community of like-minded professionals:
For example if you are a real estate attorney educate a group of real estate agent so they
can refer business to you or use you if their clients need your advice. Within this group,
you need to create conversations and link prospects, referral sources and the media back
to your blog or website where they can get even more information. Notice, your LinkedIn
group is part of the lead generation funnel.
4. Build relationships with the media:
92% of all media professionals are on LinkedIn, which is more than any other social
networking site. That means editors, journalists and reporters of local, regional and
national publications and other media types are available to you on LinkedIn. You can
reach out to these individuals and invite them to your group so they can see the type of
information you can offer their readers, listeners or viewers.
5. Spread your content and prove you are a thought leader:
Placing your content, expertise and messages in front of targeted prospects is the
absolute best way to attract new clients and referral sources. That's why you need to join
groups where your prospects are going to for information you can provide and engage in
conversations.
6. Nurture relationships with existing clients
Your marketing and relationship building efforts should not
stop once someone becomes a client. That's why attorneys should have a group specifically
for providing ongoing, exclusive content and information just for clients where they can
answer more specific questions. This will help you with client retention.
7. Perform market research that you can promote with
articles and press releases
Recently a client of mine who is a workplace communication
expert conducted on LinkedIn a study of CEOs, Presidents, Vice Presidents and manager.
From his research he found that 44% of the executives surveyed were unhappy with their
employees' performance and their own communication style. Using his survey questions he
was also able to uncover what problems they were encountering.
With this knowledge he then created:
- A report that showcased the results.
- Press release to reveal the results and position him as a
thought leader.
- Webinars to discuss solutions to the problems his audience
were encountering
- Articles and LinkedIn discussions to promote the study, the
report and the event
- A complete marketing and PR plan and strategy based off this
study
8. Build an extensive network of connections who can be
expert witnesses for your clients. By building a relationship on LinkedIn with connections
who can be expert witnesses for issues relating to your law specialty, you give prospects
and clients a reason to hire you. Now, you are combining your expert knowledge in the
industry with support that other law firms may not be able to offer.
9. Stay up-to-date on what's happening in your industry -
Join groups that your peers, colleagues and competitors belong to. This will help you way
stay current on trends, problems, concerns and even cases in your industry. You will be
able to see what others are talking about and what they have to share. And, you can use
this as an idea bank for articles and press releases that you can write to promote your
law firm.
10. Showcase your attorney's abilities - Every attorney in
your practice should have a LinkedIn profile and there should be a link to it on the
company website. This will enable clients or prospects to reach out to your practice in
another way and on a more personal level. And, the lawyers will be able to update their
LinkedIn profiles to showcase their skills, abilities, articles that were published and
media mentions without having to pay expensive webmaster fees.
Now, as I said earlier, LinkedIn is reportedly the most
popular business social networking site used by attorneys. In fact, a LinkedIn search for
the keyword "legal" gave me more than 1 million results. However, only a small
percentage of these attorneys are using LinkedIn to its fullest potential for bringing in
more clients, referrals and publicity. The question is:
Are you willing to breakthrough the pack - and become part
of that small percentage who of attorneys who are using LinkedIn effectively to market
their law firms? |
