Are you looking into LinkedIn advertising for law firms? LinkedIn has over 400 million registered users. LinkedIn is a powerful tool for growing your legal practice.

It is an effective way to stay in touch with colleagues and clients around the world.

However, to see significant results, professionals need to purposefully use this tool along with other marketing initiatives.

A good LinkedIn profile alone will not double your earnings.

Growing your network of contacts is not the end goal, it is important to engage with your LinkedIn contacts while focusing on your goals.

Many lawyers use advanced search to find potential clients (including employees of companies they are interested in) and arrange personal meetings.

How to use your LinkedIn profile to 100%?

Plan Out Your Goals

Linkedin is the most popular social networking website for lawyers. It’s also a website where people use their real names, and it’s easy to find people.

On websites like Instagram and Reddit, most people use fake names.

Before you start using Linkedin, think about your goals. Is it your goal to generate referrals? Do you want to publish articles or posts that get lots of conversations?

Do you want to promote a book that you wrote about the law? Don’t just dive right in. Think about your advertising and marketing goals first.

If you want to get the most out of LinkedIn to promote your business, these tips will help you figure out where to start.

Tell a success story

One of the best ways to show people how LinkedIn can benefit them is to share success stories with them. The ideal option is to use success stories from the practice of your law firm.

Developing a strategy and measurement system will help you get the most out of your time on LinkedIn.

Make sure each team member understands why they need a LinkedIn profile and what they want to achieve with it.

Make sure that each employee’s profile correctly positions both him and the firm.

We recently hosted a webinar for 400 lawyers. Of these, 91% were registered on LinkedIn, but only 31% of those registered felt that the profiles represented them well. This is a worrying fact when you consider that LinkedIn profiles rank high in search results.

A poorly designed LinkedIn profile will do more harm than good.

Below are a couple of tips on how to properly set up a profile on LinkedIn.

Use first person

Many users are still skeptical about this advice. Although the use of the first-person address is not acceptable on a resume, it can be used on LinkedIn, because it is a social platform.

Write as if you were talking to a friend, but be professional. Let your personality shine. There is no need for big words, but proper grammar and spelling are a must.

Show people what you love about your job or business and share a part of your life outside of work. Again, you are not writing a resume. You create a profile on a professional network, where the keywords are “professional” and “social”.

Choose a good profile photo

Having a photo leads to a lot more connection requests and increases the number of views many times over.

Your photo will affect the first impression of you, so choose it consciously. If possible, invest in a professional photo. Don’t be afraid to take a creative photo if that’s acceptable in your field.

Make sure that the photo was taken recently and that you are shown in it from a close distance, as a full-length photograph cannot be viewed in a miniature version.

Profile photo tips

a) Smile not only with your lips but also with your eyes.
b) Look at the camera.
c) Choose a shot where your head takes up more than 50% of the photo.

Don’t limit the title to just the job title

The title of your LinkedIn profile is the first thing other users will read on your profile. it’s right below your name. It is filled in automatically with your current position, but you can change it to whatever you want.

The title should grab the reader’s attention. Your position, although impressive, will not convince you. Remember that LinkedIn has over 450 million users, so the chances of finding thousands of professionals in the same position as you are high.

Three ways to spice up your LinkedIn profile header:

Reward colleagues for expanding your network of contacts on LinkedIn

Show them different ways to find people to collaborate with. Encourage networking on LinkedIn between colleagues in your firm.

This not only promotes internal marketing (through LinkedIn content sharing) but also reveals customer relationships. You can find people not in your customer base, such as friendships.

Use automation

Sending connection requests and writing or copying similar messages, again and again, is annoying and very time-consuming. Why do you need to do repetitive things? That is what machines do, right?

So don’t hesitate to use message-sending automation like CUCOMM for Facebook, or any similar tool for LinkedIn.

Encourage group membership

There are some very helpful and well-managed groups on LinkedIn. Before joining, read the discussions in the group and find out which of your contacts are in it.

According to the American agency BTI Consulting, Internet search is the second most popular way for clients to hire a lawyer after personal recommendations. At the same time, 30% of company lawyers call LinkedIn the best site they visit regularly.

“Not only the best but also the most efficient!” – concludes the British communications agency Byfield Consultancy.

Their survey of the top 100 law firms in the UK found that of all social media, LinkedIn is the most effective way to get new business, with 48% of law firms getting them through LinkedIn (Twitter and the corporate website come in second with 38% each).

Unlock the Potential of LinkedIn Advertising as a Law Firm

If you own or work at a law firm, chances are you would have noticed that the marketing game has dramatically changed over the years.

As a result, legal firms over the world are looking for new and innovative ways to build awareness for their brand, engage with potential new clients and strategic partners, drive traffic to their website, and best of all, generate new enquiries.

Of course, it depends on what kind of law firm you are, but chances are if your target market is predominantly business-to-business (B2B), Linkedin would be a well-suited social media platform to consider putting some focus on, and specifically, trialling its advertising capacity.

The Lowdown on LinkedIn (in case you’re new to it)

LinkedIn is the largest professional network in the world, with 810 million members in more than 200 countries and territories worldwide.

The website was designed to connect the world’s business professionals and make them more productive and successful.

This powerful B2B social media platform is an excellent way for people to make useful business connections, promote their businesses via pages, and recruit staff.

But law firms also use the website to make sales, join groups with people with similar business interests, and of course, advertise!

LinkedIn Advertising for Law Firms

Like most social networks, whilst you can get so far with organic activity (i.e. non paid posting of content on profiles, pages or in groups) and outreach (seeking to connect with potentially relevant connections and messaging them.)

If you are really seeking results on LinkedIn for your law firm, you may well need to consider advertising.

According to LinkedIn, 93% of B2B marketers consider LinkedIn to be the most effective site for lead generation, with LinkedIn generating more leads for B2B companies than alternative platforms including Facebook, Twitter and blogging.

Given the pandemic, which has seen remote working, social distancing and Zoom meetings becoming the new norm, out of necessity, many law firms have turned to LinkedIn.

In fact, LinkedIn paid advertising and marketing from the legal sector is up 68% year-over-year in 2021 and 50% in the last six months over the trialling six, according to an article featured on LinkedIn Pulse by Annie Rose who specializes in LinkedIn marketing for law firms.

Tips to Best Utilise LinkedIn Advertising for Law Firms

If you already advertise on Facebook via the Ads Manager, you will have a head start on LinkedIn advertising. Some of the interfaces and terminology look quite similar.

However, when it comes to audience targeting, marketing on LinkedIn is a completely different ball game.

But the first thing to consider when looking at LinkedIn advertising for your law firm is what your objective is. Do you want to build your law firm’s brand generally in your geographic region or industry?

Would you like more website traffic to your home page or a specific service page?

Would you like to elevate existing key content, such as thought leadership articles shared on your company blog or LinkedIn page and seek engagement? Perhaps your focus is lead generation?

Create audiences to target by location

All of these objectives are possible to achieve using LinkedIn. In short, there is so much potential to communicate with prospects and decision-makers that may have previously been a bit of an enigma.

Next, it is important to consider WHO you want to target on LinkedIn. This is where it gets more exciting as a law firm.

LinkedIn enables you to research and create audiences. You can target by location, job title, education, workplace, industry, interest groups and lots more.

This allows you to refine your advertising campaign and hone in on those contacts that are highly relevant to your campaign goals, which in turn will lead to achieving better results.

Getting Started with LinkedIn Advertising as a Law Firm – Boosted Posts

Like many social networks, you need ‘pay to play’ on LinkedIn, so if you are already posting updates on a company page.

You should consider regularly allocating a boosting budget as a minimum to get started with LinkedIn advertising for law firms.

Here are some of our top tips for boosting a post on LinkedIn:

Apply a $70 (AUD) boost budget per boosted postBoost at least one post per week on LinkedIn (or more)Boost your self-promotional posts or posts which are already performing well

Make sure your post has eye-catching creativity. This can include an image, infographic or better still, a video with minimal or no text (no more than 20% is recommended

.Think about what action you want users to take and make this clear in the copy or call to action.

If relevant, include a link to your website where users can find more informationConsider the size of the audience against your budget.

For example, if your budget is on the smaller side i.e. $70, it’s not going to reach 12 million people, so narrow the audience down for the best possible ROI.

Getting Started with LinkedIn Advertising for Law Firms

Once you feel confident in boosting posts on LinkedIn, you are ready for the next stage of LinkedIn advertising which is getting started on LinkedIn’s Campaign Manager dashboard.

You will need to establish an Ad Account to get started, and this will include linking your company page to your Ad Account and adding your payment details.

Once this is done, here are some of our top tips for running ads on LinkedIn:

Install an Insight Tag. Having an Insight Tag will allow you to collect audience data from visitors to your website over time.

Once you get 300 visitors or more, you can serve ads to them. That is a more advanced remarketing technique available to you in Campaign Manager, that isn’t via simply boosting posts.

Audiences For Law Firms

You can create audiences in advance, ready to use for future advertising campaigns.

It’s a good idea to log into Campaign Manager as part of your campaign planning. You do this to figure out who might be a suitable target market and to save them ready to use at a later date.

Try not to narrow the audience down too much, or to go too broad. We’d recommend capturing audiences in the 10k to 100k ranges.

Reaching Customers On Linkedin

Objectives – you have many more objectives to choose from with LinkedIn’s Campaign Manager. You can use this to mobilize ads. It’s sort of similar to Facebook Ads Manager.

Objectives include brand awareness, website visits, engagement, video views, lead generation, and website conversions. All of these are also available in the Facebook Ads Manager.

And there are also Job Applicants (not currently available in LinkedIn Ads Manager). LinkedIn offers some guidance here!

Ad formats – you have many more ad formats to choose from in LinkedIn’s Campaign Manager. This can include single-image ads, carousel ads, video ads, and text ads.

But they can also include spotlight ads, message ads, conversation ads, and event ads. So think about what you have to say and what the best way to display this will be.

Pick Your Budget

Audience expansion – enable Audience Expansion when creating the ad. This will allow you to reach more audiences with similar attributes to your target audience.

Budgets – inside LinkedIn’s Campaign Manager you can choose daily budgets, lifetime budgets or both. LinkedIn ads are typically more expensive than other platforms and therefore will provide different results.

For example, a cost-per-click (CPC) rate of $5-$7 (AUD) may not be considered a good result for Facebook.

There you’d more likely want to a see CPC of $1-$3 (AUD.) However, it is considered a very good result on LinkedIn.

Campaign monitoring

Once you select your target audience and begin the campaign, keep a close eye on how your ads are performing.

It can take several months of refining your objectives, audiences, ad spend and content. You might have to wait until you start to see your desired results, so be patient.

If you’re not sure what cost-per-click (CPC) or Click Through Rate (CTR) is considered successful, there are plenty of online resources to help you analyze your results in comparison with industry benchmarks.

LinkedIn Advertising for Law Firms

Your law firm is probably looking for an innovative way to market your business. You might be looking for brand awareness or to engage with potential new clients and partners.

Or maybe you want to increase traffic to your website or simply generate new enquiries, consider LinkedIn advertising.

The platform has a proven success rate when it comes to B2B marketing. But there is also a growing presence in the legal sector utilizing LinkedIn advertising.

With remote working and social distancing part of our day-to-day now is the time to explore this powerful digital platform. It provides so much business potential!

If you need help with LinkedIn advertising for law firms, talk to an expert.

Three Things Lawyers Should Be Doing on LinkedIn

In the modern world, building and advancing a professional career is virtually unimaginable without an online presence.

While the tools vary across industries, there is one that has proven itself essential for most career fields and it’s Microsoft’s LinkedIn.

Yet there are some professionals that can find using the network particularly beneficial.

Lawyers are at the top of the list. With 94% of LinkedIn users researching attorneys on this network, it would be unwise not to leverage LinkedIn for marketing purposes.

Here are the three most important things lawyers should be doing on LinkedIn for you to start with.

LinkedIn Advertising for Law Firms – Updating Your Profile

Your profile is your most important asset on LinkedIn. LinkedIn advertising for law firms is important, so make sure your profile is good. Here’s what to do to make it work for you.

Your profile picture is the first thing that captures the visitors’ attention.

So make sure to present yourself in the best light. When choosing a picture, make sure it’s professional, up-to-date, and businesslike.

The best option is a studio-made headshot (for an individual attorney) or a designer logo (for a firm).

The header is also important. You can use it to connect with your audience by placing a picture with a more personal touch.

Or you can add eye-catching text info such as a slogan or a link to your website.

But the most vital part of your profile is the description. So, be prepared to invest extra time and effort into getting it right.

Additionally, you can add or hide sections according to your preference.

Linkedin Advertising – Law Firms

As most people make up their minds in the first few seconds, the summary should be compelling enough to make them keep reading. So, choose the most relevant data and remember to add the contact information.

When listing work experience, only include the most noteworthy workplaces. Yet take care to avoid noticeable gaps. It’s better to add a workplace without a description than to leave a gap in your employment history.

The same goes for education.

Just include the most relevant degrees, courses, and certificates. When listing your accomplishments, make them specific and quantifiable. As for the skills, do thorough research and place the most relevant ones at the top of the list.

Finally, pay special attention to the Endorsements section.

It often plays a crucial role in whether the customer will eventually choose you or not.

To enhance the impression and add weight to your profile, ask any satisfied customers to write testimonials. Here is an article on how to ask customers for testimonials.

Posting Relevant Content

While having a neat profile is vital, it’s not likely to work unless you actively promote it. One of the best ways to do so is to leverage content. Here’s how you can do that.

–Produce original content

–Share curated content

–Share personal milestones

Posting original content is the perfect way to show your expertise and drive traffic to your profile. However, producing it can be a tedious task for busy professionals. So, prefer quality over quantity.

Make sure you have a schedule.

Linkedin Advertising For Law Firms

Sharing content created by other people is less time-consuming. However, remember to provide your own insightful commentary whenever you do that.

Adding your own voice to the shared content, it can make the content seem more original.

Additionally, you can share personal information every once in a while. But make sure it serves your image as a professional. For example, you can show how you achieve something.

This could be getting a certificate, talking at a conference, climbing a mountain, etc.

Many people post about their families these days on Linkedin. While these sorts of posts get lots of likes, it wasn’t what Linkedin in was built for.

The best way to maintain a perfect balance between these content types is to have a content plan with release dates.

Building Your Network

Essentially, LinkedIn is a social network for professionals. So, building your own network is crucial if you want to uncover its full potential. Here’s how to do it.

–Import existing contacts

–Explore 2nd and 3rd circle contacts

–Engage in discussions.

The easiest way to start growing your network on LinkedIn is to connect with your existing contacts. Of course, you can search them manually, but importing the names from your email is a far better idea.

Next, you can look for the people you know personally but who are not on your contact list.

This could be school alumni, ex-colleagues, casual acquaintances, etc.

When you’re done, you’ll most likely have an impressive list of LinkedIn connections.

But you can expand it even further if you start exploring your 2nd and 3rd circle contacts.

Your 2nd circle contacts are people who are connected with someone already on your list.

The 3rd circle contacts are those who are connected with the ones from the 2nd circle.

LinkedIn Advertising for Law Firms

If you need to reach out to someone from outside your contact list, look for them in these two circles.

Chances are you’ll find someone your know who can induce you to the one you need to contact.

And of course, remember to stay visible inside the professional community. Join groups, engage in discussions, and prove your expertise by sharing opinions on topical subjects.

An added plus is, it will help you stay updated on the latest news from your field.

Whether you are new to LinkedIn or have already been using it for a while to no avail, this article will help you unleash the full potential of this crucial career-advancing tool.

Promotion and networking

Use the tips listed above to fix your profile yourself or hire a professional writer to do that for you. And remember: in online promotion and networking, like in everything else, consistency is key!

LinkedIn profiles don’t always work as intended. The problem often lies in the expert’s lack of proficiency with this tool.

If this is your case, you can use a custom LinkedIn resume service to find a professional who will fix your profile and make it work. Alternatively, you can try to fix it yourself using the information from this article.

Written by: Holly Lambert, The Creative Collective, as well as John Black.

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Success with LinkedIn Advertising Strategies for Law Firms