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Presented to the Legal Marketing Association, Midwest Chapter in Detroit, 2013.
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LinkedIn for Lawyers Looking for $Loot$
Presented by TC Public Relations
Selling It to Yourself
Attention Legal Marketing Professional!
Want fame and fortune from using at your firm?
“LinkedIn leads all other social networks in professional usage and perceived credibility (88%)….”
2012 In-House Counsel New Media Engagement Survey
by Greentarget, InsideCounsel, Zeughauser Group
“LinkedIn is the channel most used by b2b marketers, according to BtoB's study, with 80% engaged in the professional profile site.”
BtoB Magazine, March 4, 2013
“For law firms and lawyers an effective LinkedIn presence is as important as a telephone. Don’t buy that? Well, it’s more important than a Martindale-Hubbell listing was, something we all believed critical and for which we paid big dollars for decades.”
Kevin O’Keefe, Lexblog
LinkedIn is like…….
Trade Shows/Professional Events/Civic Organizations
Make New Connections Make New Connections
Increase the “Know,” “Like” and “Trust” with New Connections
Increase the “Know,” “Like” and “Trust” with New Connections
Share too many printed materials that likely will be tossed
Share information that stays accessible
Leverage strategic indirect professional activities when you can’t “sell”
Leverage strategic indirect professional activities when you can’t “sell”
Months of preparation and thousands of dollars of costs
Put new relationships on a faster development track
LinkedIn into Contact’s “Head”
Define KPIs for LinkedIn
Data Used to Make Decisions
Leverage LinkedIn Data Content Marketing
Reduce Costs to Study Your Prospects
which means we now need to ask…
Business Development Objectives
Should Do Maybe
New Invitations Total Connections
LinkedIn Profile Views Likes and Comments on Updates
Firm Page Followers Search Results
Requests From Prospects Inbox Activity
Group Topics Relevant to Firm’s Practices
Recommendations
What Metrics Matter?
Attractive Profiles
Active Corporate Pages
Growth – Followers and Connections
“Good Groupie”
Coach, Content, Connect
Dress up before you go out
◦ Add a professional headshot
◦ Update professional headline to include keywords
◦ Summary - Include keywords used in your headline, repeat keywords using a combination of full sentences and bullet points
◦ Skills and Areas of Concentration
Coach: Attractive Profiles
Current clients
Referral sources
Connected prospects
Coach: Tagging Connections
Eye-catching Call to Action and Link ◦ Rotate among different linkable banners on
“products & services” page
Add Legal Practices and/or Industries to Products & Services Page◦ Case Study, White Paper, PowerPoint, Webinar
Use Target Audiences for Specific Updates by…
Active Corporate Pages
Remember you’ll need at least 100 followers, so….
Growth: Using Target Audiences
Leverage Owned Media: Draw attention to your LinkedIn company page to increase your followers with a blog post about LinkedIn in firm’s industry and include a link to your company page. It should provide value, such as the 10 top Groups in your industry.
Add Company Page Link to Your Email Signature:Email is still the preferred communication medium for most businesses, so don’t miss the opportunity to include a link to your LinkedIn company page at the end of each message. Encourage other employees to do the same.
Add Company Page Link to Your Group Post Signature:Rather than sign your Group messages with a link to your website, link to your company page. People in LinkedIn are more likely to view a page in LinkedIn than go look at your website.
Adapted from http://socialmediab2b.com
Growth: Need More Followers for Your Firm Page?
Marketing materials
Press releases
Advertising
“Cold calls”
Facebook/Twitter duplicate posts
Summary: Where you can see information such as number of members, comments made in the last week, location and job function of the majority of members, and ranking of position titles.
Demographics: Section breaks down analytics across seniority, job function, location, and industry for the members of the group.
Growth: In the Growth view you can see how the group has grown over time, the number of members in the group, and the number of new members in the last week.
Activity: See comments, discussions, jobs, and promotions over the last week. Includes a monthly chart to see the number of comments and discussions over time.
“Good Groupie”
Summary
Demographics
Growth
Activity
How can a legal marketer use a “remote control” with attorneys’ LinkedIn activity?
Who is there already?
How are they doing?
What engagement is coachable?
What’s Your Blueprint?
What’s the “Combination”?
Known
Liked
Trusted
on
Our job is to help with….
Three to six month commitment
Building a reputation is business development
Recruiting relationships without “Rules” = Ruin
No place to copy and paste your bio
Is there a pot of gold atthe end of the LinkedIn Rainbow?
In-House Counsel New Media Engagement Survey ◦ http://bit.ly/YpndZ9
Social Media Examiner◦ http://www.socialmediaexaminer.com
Executive Guide to Social Networks◦ http://executivesguide-socialnetworks.com
Linked Into Business◦ http://linkedintobusiness.com/
Lexblog◦ http://www.lexblog.com
Website Resources
Books
