Is LinkedIn the next Facebook? It’s a question many marketers have been asking themselves, especially those in the B2B space.
For those who market to consumers (like many attorneys) the question is just as relevant.
With its focus on promoting user generated content and its user demographic (44% of users make more than $75,000 a year), LinkedIn has been growing in popularity over the last few years.
With 546 million users, 40% of which use the platform every day, LinkedIn is currently ranked as the world’s largest professional network. And, it’s been working overtime to add more features to the platform, including native video uploads, improved algorithms, and Trending Stories.
Current data also indicates that Facebook usage is shrinking, albeit by only a couple of percentage points.
Does this mean another social network is gearing up to take its place?
Maybe, maybe not. But LinkedIn as a social platform (and an advertising platform) provides a unique opportunity for law firm owners to increase exposure and traffic to their firm while also establishing a presence on a platform thats growing in popularity.
Content on LinkedIn gets 9 billion impressions a week. But that isn’t every piece of content. Many people have dedicated a large amount of time to experimenting with different forms of content to find what works best, and here’s what they found:
- How-to posts and lists generate the most shares on LinkedIn
- LinkedIn posts generate the highest visitor-to-lead conversions compared to other social platforms
- Sharing external links (i.e. a YouTube link) in your post harms your chances of finding success in the newsfeed
- Long-form posts typically perform better than short-form posts, even when images and videos are included; this is a surprising find when most social platforms are lauding video as the go-to strategy for content engagement
- Creating full articles on LinkedIn are also great for generating engagement
- Content shared during the week (especially Tuesday through Thursday) performs better than other posting times
One little known fact is that LinkedIn’s content gets indexed on Google, so each article you publish also gives you the opportunity to boost your SEO and drive more traffic to your site.
This is a benefit not provided by Facebook or many other social platforms, which aren’t indexed on Google.
If you want to take advantage of LinkedIn as a marketing platform, here are a few tips:
- Have your current employees link to your firm in their resume section so it reflects on your firm’s LinkedIn business profile
- Share content regularly to your personal and business LinkedIn profiles (to avoid the algorithm penalty, try posting the links in the comments section)
- Tag people or companies who are relevant to the content, especially if sharing content that mentions that person or company
- Update your firm page’s profile photo, header, and bio to include revelant information such as location, practice area, website link, and information on your firm
If your LinkedIn marketing efforts are successful, you’ll notice a spike in engagement and possibly an increase in network connections. These connections could be referral sources or potential clients, so don’t hesitate to strike up a conversation with them and start the relationship.
While LinkedIn may never reach Facebook levels of popularity, it is growing in popularity among a key demographic: young- to middle-aged professionals who are mostly college-educated with a higher income.
If you haven’t started leveraging LinkedIn in your social media marketing strategy, now may be a good time to start!
For more tips on how to get started with your law firm’s LinkedIn profile, download our Law Firm Social Media Cheat Sheet.
Michael Mogill is the President and CEO of Crisp Video Group. Crisp Video provides legal video production and marketing using a method they developed for telling your law firm's story in a way that creates an emotional appeal while sharing what separates you from a sea of competitors. They provide premium legal video marketing for attorneys and law firms that simply want the best. Michael is a highly sought-after public speaker who has presented at multiple national conferences on innovative ways to accomplish meaningful growth in business.