I recently came across this short article by legal marketing expert Larry Bodine about how attorneys and law firms’ marketing departments can effectively utilize the LinkedIn web service to market their practice.
Some advice on using the professional networking tool for your firm’s business development include:
- If you want an introduction to make a sales call, inquire about job opportunities or make partner connections with another company, this is the way to do it. LinkedIn gives you instant credibility. Many executives use it and they realize it is a great networking tool. Remember in business development, it is not what you know but whom you know.
- To send a message to your connections, click on the Answers link at the top. Disregard the caption that says “ask a question,” and instead make a statement, tell some good news or send an announcement to your connections. Click on the Next button until you get to the “Share your question with your connections” box. You can send a message to up to 200 contacts.
- You can ask others in your network, former employers, clients, business colleagues, etc. to give you a recommendation. These show on your profile. Again these can provide you with a lot of credibility.
Do you or another personal injury attorney use LinkedIn for professional networking or business development? Have the results been positive, and if so, what is the best way to measure its Return-On-Investment relative to alternative marketing strategies (either online, or in the real world)?
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