A book on LinkedIn marketing for lawyers and other professionals:
Sandra Bekhor is proud to have contributed a chapter on ‘Connecting LinkedIn to Your Marketing Plan’, towards the 2nd edition of this book on LinkedIn marketing for lawyers and other professional practices, an amazing and timely resource written by Marc W. Halpert.
LinkedIn® Marketing Techniques for Law and Professional Practices, Second Edition is an accessible read that is teeming with practical and strategic tips. You can buy your copy from the American Bar Association.
Carol Greenwald and Lori Frybergh have also contributed guest chapters.
A comprehensive book review is available on the ABA site, by Cynthia Sharp, Esq., if you’re interested in learning more.
LinkedIn Marketing Techniques is more than just a book. It’s a passion project! See why in this interview with the author, Marc W. Halpert, about the 1st edition.
Connecting LinkedIn to your marketing plan
Let’s get something out of the way before we dive in here. Winning on LinkedIn isn’t about mastering the mechanics of the site.
So, your questions about:
– How to post updates, articles, graphics, and video?
– How to correctly size photos, add hashtags, and edit your profile?
– How to give or ask for recommendations?
That’s the easy stuff. If you haven’t already, you will figure it all out soon enough (watch a video, ask someone who uses the site well, get training). And even if you don’t, someone else can always handle the mechanical aspects of your plan for you (add it to an employee’s job description, hire a marketing coordinator, or retain an agency). Your success doesn’t depend on any of this.
It also doesn’t depend on…
– Pumping out as much volume as you possibly can. Actually becoming a content producing machine can potentially alienate readers, if you only have one-way conversations transparently focused on promoting your firm.
– Amassing more connections than your peers. It’s not a competition. And beyond that, quality matters more than quantity, not just with content, but with connections too. Connecting with the right (not the most) contacts will ultimately help inch you towards your practice development goals.
Your success doesn’t depend on any of these factors. Winning on LinkedIn isn’t measured by how incredibly busy you become managing your connections, your notifications, your updates, and more (a very real – and legitimate – fear that many lawyers and other professionals have about using LinkedIn and social media, generally).
So, what does winning on LinkedIn depend on?
Winning on LinkedIn depends on developing a powerful strategy that is deeply integrated with the rest of your marketing plan, large or small, online, and off -a strategy that can stand up to the same results-based standards that you set for all your other marketing activities, including direct mail, advertisements, websites, blogs, and Search Engine Optimization.
Stop sitting on the sidelines. Play to win.
Many lawyers, accountants, financial advisors, architects, consultants and even health care professionals are actively engaged on LinkedIn. If that’s you, you are probably reading this book to take your activity to the next level, so you can continue to build on your wins.
There are also many professionals who continue to be pretty passive on LinkedIn. If that’s you, it may be helpful to understand the real upside here.
See if any of this rings true for you, your team, or even your peers. You log in once in a blue moon, accept some invitations, “like” a couple of updates, offer congrats to a few colleagues for new jobs, promotions or awards, then call it a day until the mood strikes you again. Each time you return, you ask yourself why you bother, since part of you remains skeptical. And yet, you continue to feel compelled to check in.
Why? What is this magnetic force that keeps pulling you back? It’s quite simple, really. The magnetic force is your market…
LinkedIn Marketing Techniques for Law and Professional Practices book excerpt
The above is an excerpt from pages 193-194, taken from chapter 41 on Connecting LinkedIn to Your Marketing Plan, written by Sandra Bekhor.
©2021 by the American Bar Association. Reprinted with permission. All rights reserved. This information or any or portion thereof may not be copied or disseminated in any form or by any means or stored in an electronic database or retrieval system without the express written consent of the American Bar Association.
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