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Using LinkedIn as a Tool for Law Firm Marketing & Business Development

Metro NYLMA Presents:. Using LinkedIn as a Tool for Law Firm Marketing & Business Development. Ben Greenzweig Managing Director, ACI Matt Godson Group Marketing Director, ACI and C5. LinkedIn For Lawyers. “How should our attorneys be using LinkedIn for business development?”.

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Using LinkedIn as a Tool for Law Firm Marketing & Business Development

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  1. Metro NYLMA Presents: Using LinkedIn as a Tool for Law Firm Marketing & Business Development Ben Greenzweig Managing Director, ACI Matt Godson Group Marketing Director, ACI and C5

  2. LinkedIn For Lawyers “How should our attorneys be using LinkedIn for business development?”

  3. The Power of LinkedIn • The Pros.. • Size • Searchability • Network leverage and functionality • And the Cons… • Veracity of information • Control of information and IP issues • Lack of filter / Quality issues

  4. Attorney profile best practice • Profile optimization – why? • SEO • Accuracy • What do group memberships say about you? • Integrate firm social media • Picture and URL

  5. Connections • Why do connections matter? • Who should attorneys connect to? • Import connections • Export connections • Indiscriminate connecting?

  6. All about Search • “Simple” Advanced searching for prospects – Title + Industry • Identify prospect • Connect indirectly with a promise of value

  7. Lead Generation – Using LinkedIn Search • Attorneys should use search to identify target 15-20 potential new “cherry picked” clients • Profile these individuals • Use shared connections to reach out. • Add value, or request help. • Connect, build relationships on shared experience. • Plan to set up a 1-2-1 call in 2-3 weeks • Stay in touch – follow through. • Rinse and repeat.

  8. Lawyers and Groups(or Q&A) • Choosing groups – Be where your clients are • Be active and visible – add value – ask and answer • Liability? • What to do if you’re declined membership • Should your attorneys start their own groups?

  9. Lead Generation – Using Groups / Q&A • Join as many of the “right” groups as possible - LinkedIn maxes you out at 50. • Contribute quality posts and answers that advance the discussion, demonstrate thought leadership and start an open dialog, not a monologue. • Be personal and personable. • Follow your company guidelines and consider disclaimers so as not to create an attorney client relationship. • Immediately “connect” with quality people who respond in the group. Use the momentum of the discussion to follow through. • Do not start your own group without the approval of the CMO - Manage not own

  10. Guideline Questions • Who officially speaks for the firm? • Who owns the information in the profile? The attorney or the firm? Can the firm request the removal or editing of inaccurate, confidential or unpalatable information in an employee account? • Can the firm take over any groups or twitter accounts associated with the employee or partner (but work-related)? • Who owns the IP in any comments made by the attorney? The attorney or the firm? • Does publishing a comment expose the firm to liability? Is it considered legal advice? Do your profiles require a disclaimer?

  11. Any questions?

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