Legal Marketing: Being “active” and “passive” on Linkedin

LinkedIn Image

Why should you use LinkedIn for your law firm? Here’s some pretty good reasons why.

LinkedIn Assumptions:

  • Most people think LinkedIn is just a glorified Rolodex or an extended resume online.
  • Most people are “strategic” networkers who know all their first level connections and want to connect to others through them.
  • Most people follow LinkedIn’s “Learning Center” and think they have a complete profile (because LinkedIn tells them their profile is 100% complete).

Passive Uses of LinkedIn:

Keyword your profile:

  • Ask your legal marketing director or web person for the keywords they used to optimize your website.
  • Think about what people might type in a search engine to find the services you offer.  (Dumb it down – not everyone knows the lingo of the legal industry.)
  • Make a list of these keywords and OPTIMIZE every part of your profile:  header, summary, experience and education, specialties and interests.

WHY? This will get you found on the first page of the LinkedIn search. Help people find you and your law firm, even if they don’t know your name.


  • Do you only have one?  Using “other” you can focus certain pages within your website and list them separately on LinkedIn.
  1. Home page
  2. Contact Page
  3. Product /Service Page

WHY? People are more likely to click on “Increase your ROI” rather than “My Website.”  This will raise your Google page rank because people will be clicking from a big site to your site, which indicates relevance.

Personalized Public Profile:

  • Reflect your name and law firm.

WHY? This will also help you get found on Google.  And it’s easier to remember than “45ub4l0.”

“Passive” tools actively used:

  • Answers (become a thought leader.)
  • Groups (Create a customer/contact list of like-minded contacts)
  • Create a dynamic group
  • Post blogs and news articles reflecting your firm
  • Moderate discussion – find the “pulse” of your audience

Active Uses of LinkedIn


  • Find ideal prospects
  • Research the caliber of people you are considering as a client and/or employee
  • Find partners to expand your firm nationally or internationally
  • Find venues or a destination (conference, tradeshows, etc)
  • Research a competing firm
  • Research a client you are considering working with
  • Find mentors in the legal market

Other Uses of LinkedIn

  • Free Advertising
  • Exposure for your blog
  • Exposure for your work (only public domain)
  • Business hub for your employees
  • Create a business culture

How do you do this?

  • Create a professional, optimized and dynamic profile
  • Build your network (and therefore your client list)
  • Learn how to effectively mine your network.

These tools and others will help you establish a name for your firm, create a list of great potential clients and even attract the best candidates for open positions.


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