This is Part 3 of a 3-part article that will help attorneys get the most value from their LinkedIn profile.
Whether you never had a profile, or you consider yourself a LinkedIn Power User, you may find the insights in this trilogy valuable.
In Part 1, we discussed the benefits of maintaining an active LinkedIn Profile.
Last week, in Part 2, we went over what an effective LinkedIn profile includes, using LinkedIn as a part of your routine, and other tips on making connections.
Today, in Part 3, we’ll talk about how you can use LinkedIn as a platform to market your personal brand.
Building Your Personal Brand as a Thought Leader
You know the importance of LinkedIn and having an effective LinkedIn profile. Today we will look at some of the ongoing activities that will help you build your personal brand and attract more valuable connections.
As an attorney, the product you sell is your knowledge and insight that help your clients solve problems. LinkedIn gives you a great opportunity to give out samples of your product to individuals and organizations that could benefit from your expertise. People who do a good job sharing these samples are known as “Thought Leaders” in their field. You WANT to be a Thought Leader.
There are several ways to share your expertise on LinkedIn and provide value to others, but below are what I consider the three most effective methods.
#1 – Publish Articles
Publishing articles that deliver brand new, relevant, and specific information to your target audience is called “Content Marketing”, or as my friend and colleague Jay Harrington calls it, “Wisdom Marketing”. What Jay means is, as an attorney, the information you share needs to go deeper, and deliver more substance than others that are merely repackaging information that can be found elsewhere.
Here are a few tips to help your articles attract readers and effectively deliver your message:
Be Relevant – When deciding what topic you would like to cover in an article, think
about questions your ideal client might have, and then answer them! These questions
will be different for every practice and every attorney. Think about specific issues that
your clients need to be aware of, and then imagine what questions they might have
about how these issues could affect their business or well being.
Be Concise – Keep it the article as short as you can while still conveying your message. If
you are having trouble keeping it short, break the article up into two or three
installments, as I have with this subject.
Be Approachable – These articles are not the venue for your most sententious legal
writing. Speak the language of your target audience. Plain English. No legalese. (Yes, I
realize I might have just violated my own rule, but sententious is too good not to use)
Be Easy to Read – Use bullet points or lists. People like it when authors highlight their
key points in a list or some other type of call out. Plus, titles like “The Three Things
Every Manager Should Know” tend to draw more readers.
Be Consistent – If you only want to commit to once-a-month, be sure you make that
happen every month. If you can manage once a week, make it happen. Publish as often
as you can without interfering (too much) with your day job. Studies put out by LinkedIn
show that the people who are the most effective on LinkedIn publish 5X more than the
average user. Also, being consistent tells your target audience that you are taking this
effort seriously and they know when to look for your posts.
#2 – Share Content Produced by Others
It is impossible to keep up with all the information available today and very likely that you will miss something that could be useful. This is why you are hearing the term “Curated Content” more and more.
By being active on social media and looking out for news and insights that could be helpful to your clients, you are performing a service. I regularly hear from clients who are grateful that I shared an article or news story that is relevant to their work. But don’t just share these articles. Remember, your product is your knowledge and insight, so talk about what you believe is the takeaway of the piece and how your clients can use this information.
Also, be sure to share posts and articles that are published by your current and potential customers. This can help them greatly increase the reach of their message.
#3 – Join the Conversation
Every morning look for items that can help you, your clients or where you can contribute thoughts to the conversation.
By commenting on, and liking, content shared by others, you are making LinkedIn more valuable to you, your colleagues and your clients, and reinforcing the idea that you are a Thought Leader in your area of expertise.
I hope you have found some of what I have discussed in this and the previous articles helpful. At the end of the day, LinkedIn is like anything else: you get out of it, what you put into it. But in today’s world of remote working and advancing technology, if you aren’t actively participating in the newer methods of business development, you are falling behind.
If you would like to schedule a LinkedIn Tune-Up, please let us know. Through one-on-one Zoom calls, we will define your target audience, craft your profile to send the right message and make sure it includes everything that people need. We will also put together a plan for publishing articles and regular LinkedIn activity that makes sense for you and your schedule.
We can always be reached at firstname.lastname@example.org or (800) 863-5272.