Why Your Law Firm’s Focus Should Be On LinkedIn

Social media marketing is one of the most leveraged digital platforms for growing a business today. LinkedIn, launched in 2003, has been a continuously growing source for professional networking. In fact, the platform is accessed by more than 260 million active users monthly with nearly 40% accessing it daily. A recent survey conducted by HubSpot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter, simply because it allows for deeper targeting and better connections with businesses. Perhaps your law firm already has a LinkedIn profile, but you’re not sure how to integrate this within your content strategy in a way that will capture attention and garner real results. Here are some ways LinkedIn works to expand your content reach and better position your firm for lead generation. 

LinkedIn Allows For Content Leverage

With such a vast number of social media users, including many firms just like yours, how do you compete? The great thing about LinkedIn is although user growth is constant, the content is not covered up with pictures of a co-worker’s kid’s soccer game or the latest viral dog video. Less clutter creates more opportunity for your content to be seen by the right targeted groups. 

Most every law firm realizes the importance of digital marketing to include email marketing and blogging, but oftentimes that is where it stops. In order for your content to generate leads it must be shared across multiple channels. LinkedIn provides not only a means to share your content, but an avenue to connect with others in the industries you serve. More specifically, LinkedIn Groups offer a personalized way for you to really hone in on your firm’s target market by sharing insights directly with those you consider prospects. In this way you are creating better opportunities for referrals and further sharing of your content that will drive leads at a much higher rate. 

LinkedIn Creates Expert Positioning

Just like any social media business profile, consistency in your messaging is key, as long as it’s providing value to those consuming it. Whether you’re sharing industry advice or discussing the latest high profile court case, successful thought leadership should focus not only on the creation of great content but also content curation. 

LinkedIn is the breeding ground for industry news and whitepapers that your firm can easily repurpose and share. Providing information that helps to solve a problem for clients and prospects gives your firm credibility and will work to increase trust with in-house counsel. 

LinkedIn Connects Your Firm With Its People

It’s definitely important that your law firm have a presence on the right social channels, but it’s even more important that your attorneys do as well. When General Counsel clients are seeking legal advice, they don’t typically seek out the firm first; instead they’re trying to find the individual attorney who can provide the particular service they desire. Therefore, the best way to highlight your firm’s credentials is to highlight your people. 

In order for LinkedIn to become a successful part of your content strategy, your attorneys may require a little extra training to ensure their profiles are up-to-date and active. If necessary, host a lunch-and-learn to teach your attorneys and staff how to create a LinkedIn profile and distribute not only their own content, but also that of the firm. The quickest way to lose business is for your content to link to an attorney’s profile that hasn’t been touched in months. 

In that same session, help your attorneys and staff learn how to best share the content on your firm’s LinkedIn page. Consider sending an email, Slack or message on your Intranet system to remind them there is a new post on the firm page to like, share and comment on.

Content That Drives Action

From live video shoots and webinars to podcasts and infographics, there are plenty of methods for delivering messages to your target audience. Our agency has particular expertise in creating content that drives action.

Schedule your 1-hour free consultation

LinkedIn Gives Your Firm a Voice

Due to the professional nature of LinkedIn this social platform is highly trusted. Therefore, your law firm has a great opportunity to have a voice and prove its expertise. So what do you say? Here are some post ideas that can help you share the right message and be found by clients and prospects.

  • Long-Form Content
    What separates LinkedIn posts from other social media sites is that you have much more space to post engaging content that will work to increase your influence. With 700 characters, hashtags, emojis (command, demand, space bar) and @mentions you can share key takeaways from a recent conference you attended or dive into a hot topic that you want to share your expertise on.
  • Native Documents
    Once you’ve posted a new blog to your website don’t just let it sit in one place. Take advantage of LinkedIn to expand the reach of your content and establish your presence. LinkedIn algorithms like when you post .pdf or .doc files directly to your profile because it means you’re keeping readers on the platform. Therefore, it’s important to steer away from outward links when possible because your content is more likely to be found when uploaded directly.
  • Native Video
    Just like any social media, if your content involves professional photography or video your post has a higher probability of capturing the attention of a scroller. Video, specifically, keeps people engaged with your firm and puts a face to the name. Did you attend a recent conference and have some high points to share? How about a recent presentation that you think clients might like to learn more about in a quick tips video. Throwing in a few quick videos here and there will do wonders for building your audience.Don’t forget the subtitles. Studies have shown people are much more likely to finish a video with subtitles.
  • Share Industry Content
    A great feature on LinkedIn is content suggestions. Take a look at what’s happening in the industries you serve and when something seems relevant share it. When you share varied content between you original content it makes your firm appear more credible and less salesy. 

Again, the most important thing is to just keep your profile active and flowing with content your target audience will find valuable. Don’t forget to @mention your firm and any attorneys if necessary so that your content stays connected.

 

Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. Learn more about how we can help your firm attract new clients and grow revenue with this SAME process here

SAME process. UNIQUE results.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

Find out how.

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.