Best Practices for Your Law Firm on LinkedIn

In this post, we offer you some tips & tricks to ensure your marketing strategy is getting the most benefit from your law firm’s LinkedIn Company Page.

Approximate Read Time: 3 Minutes

Odds are your firm is already on LinkedIn. If not, you should check out our recent post: 4 Reasons Why You Should Create a LinkedIn Company Page for Your Law Firm.

However, even if you are already actively using a firm (company) page on LinkedIn, you should make sure you are getting the most benefit from this participation. Here are a few best practices to ensure your law firm page is doing the most work for you.

Use High-Quality Photos

Think of LinkedIn as your digital office. Offering your followers, employees, and other LinkedIn users a little glimpse of your firm personality is a good thing. However, you do want to ensure that you are always putting your best foot forward.

What should you keep in mind when uploading your firm’s photos to your profile?

• Be sure you have a nice, professional logo for your firm to include as your image on your page.
• Don’t forget to add a quality cover image. Remember that you want this image to stay true to your firm’s brand.
• Avoid photos that will not display properly on the site. LinkedIn suggests that your logo image should be 300 (w) x 300 (h) pixels and your cover image should be 1128 (w) x 191 (h) pixels.

Fully Complete Your Firm’s Page

It may seem obvious, but you will want to fully complete your page to see the most benefit. LinkedIn’s data indicates that completed pages receive 30% more weekly views. This means you should at least include:

• A tagline that briefly describes your firm (even better if it matches your other social media accounts);
• An Overview (About) your firm;
• A link to your firm website; and
• Location information.

However, completing all available fields will help you get the most from your LinkedIn presence.

Select Page Administrators

Make sure you have selected your page administrators (admins). You do not always have to be the one to do the work of maintaining your firm’s profile. Instead, you can allow others in your firm to share the responsibility of maintaining your account and engaging with other LinkedIn users (more on that later).

There are four types of page admins and additional roles for page media admins. The four general page admin roles are:

• Super Admins: this role includes full access to every page admin role available.
• Content Admins: this role can create and manage page content, including stories, events, jobs, and posts. These admins can even boost your updates and posts.
• Creators: this role can view analytics and suggested content, as well as create suggested content.
• Analyst: this role can only monitor your page’s performance by accessing analytics tools.

Engage With Users

Finally, to truly build your firm’s brand on LinkedIn and bolster trust with users, you should be sure to engage through content. According to LinkedIn’s research, pages generally get 2X the engagement when they post at least once a week. You can engage with other users on LinkedIn in a variety of ways, such as:

• Posting Firm Updates & Accomplishments: You can post news and updates about your law firm and your firm’s accomplishments. Tell users about recognition your firm has received and your history of results for clients. Highlight your commitment to pro bono work and community service or share the news when your firm expands.
• Leveraging User-Generated Content (UGC): UGC is content that is developed by someone else. In the case of a law firm, this is likely going to be content developed by your employees, other attorneys, or perhaps even clients. If you want more info on UGC, LinkedIn offers some suggestions on best practices for leveraging UGC here.
• Resharing Mentions: Similar to UGC, you can reshare posts where someone has mentioned your firm.
• Posting Videos: The current marketing trends suggest video marketing is here to stay. 86% of businesses are using video as a marketing tool and 91% of marketers believe the COVID-19 pandemic has made video marketing more important. Furthermore, a whopping 87% of video marketers indicate they get a positive return on investment from video marketing. Thus, it is no surprise that video gets 5X more engagement on LinkedIn than other posts.
• Sharing Employee Spotlights & Recognition: Remember when we said that LinkedIn is a digital office? This makes it the perfect social media channel for highlighting your employees, their accomplishments, and offering the recognition they deserve. This will help develop your firm’s personality in the digital space. As a bonus, your employees are likely to share this content on their personal pages, which furthers the reach of your firm’s page.

Watch this playlist to gain insights into best practices for LinkedIn posts.

What Now?

Do a check-up of your firm’s LinkedIn page. Look for areas of opportunity where you can improve your presence and implement these best practices. If you want more tips & tricks, LinkedIn offers additional resources to help your LinkedIn page do the most work for you.

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