Solo/Small Firm

Networking on LinkedIn

A three-step plan of action for small law firms

By Amanda Ravandi

In terms of social media networks for businesses, LinkedIn can be one of the most effective and essential platforms out there. With more than 500 million members and two million posts, articles, and videos published every day, it is no wonder the network continues to become increasingly significant in the digital marketing world. LinkedIn provides all kinds of potential for law firms of all sizes and practice areas but can be particularly beneficial for small- to medium-sized law firms that may have smaller marketing budgets.

Whether you are looking to build your professional network, attract new clients, or share your firm’s blog posts, awards, and accolades, LinkedIn can be the place to do so. To achieve these LinkedIn objectives, however, your firm needs a plan of action. Read the tips below for building a smart plan of action for your small law firm on LinkedIn.

Step 1: Complete Your Page
This should be simple enough. If you want your firm to look legitimate and qualified, it needs to appear “put together” in all facets of its digital footprint. Your business LinkedIn profile is no exception and can, in fact, be one of the most important places to look as professional as possible. This is the first impression many people (clients and other attorneys alike) will have of your law firm. Make it count:

  • Fill out the page’s overview (complete pages get 30% more weekly page views);

  • Make sure your logo and cover image are displayed correctly;

  • Include all of your firm’s details such as the website URL, contact information, industry type, etc. (this helps with your page’s searchability on the network); and

  • Make sure your employees are linking to your business’ page from their personal profiles.

Step 2: Grow Your Following
Just as it is important to build your connections on your personal profile, it is equally significant to build the number of followers on your law firm’s page. This can be done in a number of ways:

  • Make sure the “Follow” button is displayed on your page;

  • Link to your firm’s LinkedIn page on your website and other marketing materials;

  • Post content consistently;

  • Share business posts on your personal LinkedIn account;

  • Use relevant hashtags in your updates and in conversations with other users;

  • Engage with relevant pages using likes or comments, and mention them in relevant updates you see or post on the platform; and

  • Invite personal connections to follow your firm’s page.

Step 3: Post Great Content
No surprise here: Great content will generate great engagement on your channel. This step is also key in obtaining and retaining quality followers. Sharing the right content can be simple and effective, if done correctly:

  • Create a monthly calendar and schedule posts in advance;

  • Post updates that spark timely and relevant conversations;

  • Use the content suggestion tool LinkedIn provides to discover trending topics;

  • Include original graphics and images;

  • Share PDFs or PowerPoint presentations you’re proud of; and

  • Share quality mentions from other pages.

These three steps will serve as a great foundation for utilizing and growing your law firm’s presence on LinkedIn. Be sure to also keep an eye on your page’s analytics to see what is performing well and what needs work. TBJ

This article, which was originally published on the Stacey E. Burke, P.C., blog, has been edited and reprinted with permission.

Headshot of Amanda RavandiAMANDA RAVANDI works with law firms around the country as the social media marketing manager for Stacey E. Burke, P.C. She holds a resume that ranges from teaching English in China to operating communications and public relations in both the nonprofit and corporate worlds.

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