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If all you do is promote and brand your firm, what happens if you leave the firm or the firm disbands?
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The entry of social networking sites has greatly impacted the way lawyers and law firms tailor their marketing strategies. Many online marketing specialists leverage the potential of LinkedIn to inbound high quality traffic and legal cases, and in many different ways.
Below we highlight 5 essential tips in which lawyers and law firms alike should consider to maximize their marketing potential via LinkedIn. Lilach Bullock, a social networking pioneer currently writing for the Social Media Traffic Generation, says that first degree connections can help you build a good reputation online. Whether you are having a sale, launch a new product, or release information, make sure that you announce it on your LinkedIn profile page. Regardless of whether you (or your firm) practices business law or personal injury law, LinkedIn can help you establish a sound reputation and maximize your law firm marketing potential to earn quality cases. Know the SEO & Web Marketing benefits as well as best practices to owning and managing an external blog for your legal practice.
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Law firm marketing efforts include blogging, social media, website management, email campaigns, landing pages, and more.
Challenge: I have more than one person handling social media and need one platform the team can use to coordinate strategy and execution.
Solution: Trusted by 29 of the top 50 AmLaw firms for their social media initiatives, Hootsuite provides a platform for your team of any size to handle unlimited social profiles and provides advanced analytics and scheduling.
Solution: The standard for marketing automation for firms of any size, Marketo lets you easily create, automate, and track engaging campaigns and marketing workflows across all your marketing channels.
Solution: Dynamic CRM to gather more leads and increase customer loyalty, retention, and satisfaction. Solution: Gmail, Yahoo, and Outlook are used for personal and work email, not for sending email marketing campaigns. Solution: Watch recordings and heatmaps of visitors to your website and see how they moved across the pages and why they did not convert. Solution: RSS feed aggregators such as Feedly bring the contents of your favorite sites to you. Solution: Bring together your content marketing efforts, including email campaigns, in one dashboard. Solution: This tool searches, analyzes, and classifies the information you requested then personalizes and delivers key client, competitor, industry, and topical trends and developments to your desktop or mobile device. Almost everyone has an account on Facebook and Twitter, two of the world’s top hubs where people converge, communicate, and socialize through online mediums. Whether via search, referrals, or content marketing, LinkedIn offers a high level of potential to inbound quality traffic for lawyers and law firms. Whether is an individual profile or a business profile, people, particularly professionals, will read throughout your wall and see whether you are significant or not to their purpose.

Also include in your status your CTAs (call to action) as this can really help drive traffic from LinkedIn to your site.
Having your own legal community will allow you to interact with other legal professionals, learn trends and trade secrets, and ultimately generate traffic from and for each other. Then, whenever you come across a link you’d like to share, save it to Buffer and it will send out an update to Twitter, Facebook, LinkedIn, or Google+ at the pre-defined intervals.
Set up a free account and add your the URLs of your favorite blogs and websites and never miss another piece of content.
See: Law firms turning to outside services provider to track news, Internet chatter that could affect clients. And in terms of business and professional life, almost every individual is connected via LinkedIn. Having the necessary information placed in your profile allow LinkedIn users to get a clearer picture of you and your business and help them decide whether you can or not provide them with solutions or not.
Having a sample of your expertise or portfolio of your previous works, products, and services will provide people a preview of what you can offer them. Here are some of the top tools for law firms of all sizes to help test, optimize, automate, and measure marketing efforts and performance.

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