Leading up to a meeting we had this week, we have built a list of best practices for using LinkedIn (LI) to marketing legal services, the client in question. The approaches listed below would however apply to all professionals. Happy to share our web search:
– Create some news.
– Talk about what you are doing and share your expertise.
– Schedule time for business development every day – at least 30 minutes online.
– Create a community or participate in one.
– Complete your profile with relevant key works.
– Create a company page.
– Focus on Updates, Groups and Answers.
– Update your personal page with relevant and useful short messages you share with your network.
– Complete your bio as thoroughly as you can. Your bio should be about what you want to do, not only what you are doing now.
– Fill out the “Publications” and “Skills” portions of your profile.
– Import your contacts from Outlook or a web-based email account like Gmail.
– Use the LI tool to seek out alumni from your college and law school who are members of LinkedIn.
– Watch the “People You May Know” suggestions LI provides.
– When you meet someone at an event connect to them on LI.
– At a LI icon and link to you email signature.
– Provide links to you website, blog, twitter accounts and other social media.
– Change your public profile link: The default URL for your LinkedIn profile contains a long set of characters.
– Build expertise on Twitter and broadcast on LI (our secret sauce)
Adapted from: http://www.americanbar.org/content/newsletter/publications/youraba/201205article01.html
– What is LI REALLY: LinkedIn maps professional connections and relationships, and then provides tools to connect to your network and participate in it.
– Get actively engaged to gain the most benefit possible from LinkedIn. Send personalized invitations, follow up with contacts, make an effort to help others and provide as much value as you can to an ever expanding network.
– Before jumping in to specific activities, think about these questions: How much time and what budget do you have? Who is your target audience? How do you network to get referrals and new clients? How do you reach out to existing clients and prospects? Do you write articles, speak, participate on boards or community groups, sail, curl, play golf or do other things? Once you understand your “outreach style”, the ways that you might use LinkedIn will become more apparent.
– Participate in relevant groups: share information, brainstorm ideas discuss interests and challenges, and post informational articles and links. Make it easy to get to know others, and for them to get to know you.
– Be active —discussing, writing, commenting and connecting with group members. When you participate, other group members will see your picture and a mini profile with your name and headline, and they can click to see your full profile. Participating in Groups helps you to establish your knowledge and expertise.
– If you speak, write articles or like to let people know about new legal developments, sending regular updates with links to articles or developments will make sense. Use some of the LinkedIn apps to make articles and slides available.
– If you like to bring together groups of people with common interests, participate in or starting your own LinkedIn Group(s).
– If you network by matchmaking—putting people together who should know each other—LinkedIn’s connecting tools might be a powerful way to use LinkedIn.
– LinkedIn is returning search results directly linked to the skills listed in your profile. It is important to add something to this section for the best search results possible. Completing this section is an opportunity to highlight specific skills that potential clients (or potential employers) may be seeking.
If you have further interest in mounting an economical, ongoing LinkedIn marketing and lead generation campaign, contact us. The first step would be a productive one-on-one briefing using a presentation we have build leading to a detailed campaign proposal.
Click here to set up a meeting or call us directly at 905-709-8582.