LinkedIn is about content sharing, not social engagements. Clients, referral sources and potential clients develop a strong understanding of an attorney’s or firm’s areas of expertise by reading a steady sharing of industry or practice specific relevant information. Many firms have great success turning content marketing into content sales with this approach. But lately, we seem to be seeing more and more social posts; the kind a reader might expect from other social media platforms such as Facebook.
As changes in the legal landscape continue to increase, most law firms, thank goodness, have given up the dated 16-page full color snail mailed newsletter that covered an ocean of topics and services offered by a firm. Most firms have successfully segued into meaningful and focused snack sized bites of content marketing in specific areas for their various online channels such as websites, blogs, and social media. The goal of content marketing, which leads to content selling, is to increase the position and demonstrate a strong knowledge base of a firm’s and/or individual’s expertise on a precise subject.
Clients and potential clients are always seeking strong and pertinent updates and information. Posting germane industry and practice content and news increases a professional’s relevancy and position in the marketplace. Enhancing a firm’s or professional’s expertise in a specific area can make the difference between not being known or seen or getting on the short list when clients and potential clients are looking for strong expertise.
Is your firm having trouble finding ideas for strong content? There are many ways to achieve this. Consider starting by asking your clients, and those in the industries you are targeting, what types of information would be helpful. This is also a great way to reach out to clients and potential clients to start or to enhance a relationship. We often use an online tool www.answerthepublic.com which can assist in defining and then refining content ideas.
We know it takes time and consistency to raise visibility and make significant inroads into the LinkedIn marketplace. Those businesses and professionals that take content sales and social media seriously will start to see significant upticks in their results. This takes some time and an increase in the comments they make on their connections’ posts. Engagement also increases as professionals share and comment on their LinkedIn connections’ posts. Commenting on a post triggers LinkedIn to send an email to that person to let them know you read and commented on it – fabulous engagement. This does not happen if you simply “Like” a post. The only way a connection will see that you “Liked” their post is if they take the time to visit the analytics LinkedIn offers.
Content should be varied and can include short updates as well as published LinkedIn articles which can both be created on the LinkedIn Home page. LinkedIn automatically places these articles on the writer’s Profile page. These short articles have a two-fold benefit as they also become permanently part of one’s LinkedIn Profile which demonstrates skill and knowledge when others are checking them out.
Lately, it seems there has been an increase in diluting an individual’s or firm’s brand with too many social posts on LinkedIn. The occasional post about an office’s activities or community supported organization can be powerful in expanding a brand message. However, the recent uptick in more personal and social posts, which are more suited for other social media platforms, is alarming.
Have you noticed the recent increase in the number of posts on LinkedIn about pets, restaurants, vacations, or family outings? This type of engagement is more suited to other social media outlets such as Facebook.
LinkedIn, according to Forbes, is the number one business social media platform. We advise our clients to post about business, industry news, sharing information learned at conferences, short articles to help clients achieve their business goals, and even comments or analysis from reposting a relevant business article. Don’t forget to include quotes from clients and industry experts to further round out and demonstrate your business expertise and knowledge.
LinkedIn is a social platform but it is focused on business. You might consider that fact before you post your next restaurant review or vacation photo. Content marketing leads to content engagement and sales. Let’s leave the kitten videos to Facebook or Instagram.