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When LinkedIn enabled users to write long-form posts on LinkedIn Pulse, it basically handed out a free social media marketing avenue for attorneys. While blogged on LinkedIn may not make you a famous Influencer like Bill Gates or Arianna Huffington, professional posts are one effective way to establish yourself as a dominant voice in your field and locale, and attract clients and beneficial professional connections.

All you need is these three tips to start publishing your own influential LinkedIn content.

  1. Ask and answer the right questions

First, identify valuable information that you specifically can provide. That’s the key with LinkedIn publishing—it’s all about sharing your personal knowledge about the legal industry and its trends, issues, and current events, and what your profession/specific role entails, challenges you’ve overcome as an individual or firm, and your personal skills (and how you use these skills to help others in your work).

The legal social media marketing content you publish should answers questions like:

  • What is the status of the legal industry?
  • What is the future of the legal industry, to the best of your knowledge?
  • What are some trends to watch?
  • How did you get started in your profession/firm, and how did you achieve your current role?
  • What’s your advice for others interested in your line of work?
  • How would you describe the culture of your firm?
  • Why are certain firms doing better than others?
  • How does your firm/attorney team stand out?

The above list is by no means a comprehensive one, but it could spur a few topic ideas for your attorney social media marketing on LinkedIn. In addition to personally brainstorming, seek feedback from colleagues and friends within the industry.

  1. Aim for frequent, digestible posts

Pepper your audience several times per week with frequent, shorter posts rather than bogging them down with long ones, and always remember to review your posts afterward while thinking “does this add value to the post?” and cut out any unnecessary material.

If you’re worried that you won’t be able to fit blogging into your attorney social media schedule, try blocking off two hours twice a week to dedicate to writing, editing, and publishing. Set a reminder on your phone and calendar so you can’t ignore it.

  1. Interact with your network

Whenever you publish a blog post, get in the habit of doing four things:

  • Share the article with your network such as in groups you belong to, and via your LinkedIn status
  • Send to friends and colleagues via social media and email
  • Share over other social media platforms such as Facebook and Twitter, and link back to the article
  • Read one or two other blog posts from LinkedIn connections and post a comment, or share their articles to your network as well

90% of law firms have a LinkedIn presence. We can manage your social media strategy to attract clients—ask us now!

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