When you promote a product or a service, you always have a target audience in mind. That’s the rule of every business: specific ideal target personas which are designated to keep the company’s trajectory stable. However, each field of activity and each business has different target demographics.
Michael Dawson, a successful lawyer and HR manager of Aussie Writings, shares his insights on the matter:
“For a law firm, the rules of online promotion are definitely different from the rules of an e-commerce store. The audience, the marketing, and the branding…they’re all different.”
Well, law companies have a very select target audience. Even though the standards of each law firm are different, each company looks for clients, and especially important clients to represent.
Because the digital environment is now extremely involved in the process of marketing, law firms have already started to promote their services with the use of social networks. However, the question is…which of the current social media networks could prove to be the most useful for a law company?
We have Facebook, Twitter, Instagram, LinkedIn, Pinterest, and like one hundred more. Now. If I were a professional lawyer wanting to find better connections, better work, and better performance in general, I’d choose a platform where professional connections can be made.
Now look back at the short list of social networks; what is the most “professional” network that you can see?
Alright, enough with the questions; the simple and most logical answer is LinkedIn.To This specific network is specifically designed to satisfy the needs of professionals of all types. Law firms can benefit from this powerful social tool, generating 3 important benefits:
b)High Quality Clients
After all, what can a law firm desire more?
In fact, according to Mycase, 73% of lawyers are already on LinkedIn, looking to connect. Interestingly enough, only 27% of lawyers are present on Facebook due to professional purposes.
On LinkedIn, you can target different professionals by simply searching for the profession/skills that you’re looking for. This network offers a complex search engine motor which themain purpose is to allow the connections between all fields of expertise.
To give you even more details, here are some of the actions you can take on LinkedIn to promote your law firm or your personal services in best possible ways:1. Seek out “alliances” to expand your client base
You can simply look for other firm companies which aren’t in direct competition with your services. Send them the clients which you can’t help and have them send you back clients that fit your area of law.
LinkedIn has a great search feature that can be leveraged to find the most professional organizations within every field.2. Seek connections with people from other fields of activity
No matter what profession you have, LinkedIn gives you the possibility to connect with professionals from every possible field of activity. What you need to understand is that your resources go far beyond the connections with legal professionals.
As an example, by connecting with a digitalmarketing expert, you’re winning a lot of information related your online promotion. In the long term, that will surely suit you very well.3. Introduce your law company to B2B clients
By developing a professional online presence using LinkedIn, your company is likely to draw the attention. Not just that, but you can also draw the attention of your potential clients by introducing your organization and its services.
Depending on what type of clients you’re aiming for, use LinkedIn’s search engine to find only the professionals that have a specific status and field.
In case we haven’t given you enough reasons for which LinkedIn is one of the most handy promotion tools for law companies, here’s a quick thought to consider:
Put yourself in the shoes of a multi-millionaire who’s looking for a professional law company to support his needs. I humbly ask you to stay objective and consider this question:
Where would you start looking first? Is it LinkedIn (the network for professionals), or Facebook?
If you pick the second choice, you’re likely to encounter either a personal profile (which requires a friend request in order to get in touch), which is not really convenient nor professional…or you’ll come across a Facebook Page (personally branded), which is being frequently approached by the general population.
If you pick LinkedIn though, you’re hitting the spot right from the start. The information you’re looking are of a professional nature. LinkedIn has a professional nature, so most of its users will adapt and post only professional information. Therefore, you’re saving time and effort by hitting the right spot from the beginning of your hypothetical search.Takeaways
To conclude, I’d suggest any law company to aim its attention to this amazing social network. Facebook is also good, Twitter the same, but none can compare to the power of LinkedIn, as no social platform incorporates the professional nature that LinkedIn brings to the business environment.