I stumbled on your LinkedIn profile and decided to call you

If you’d like potential clients to call you directly after apparently stumbling across your profile on LinkedIn, read on to learn how the magic happens.

1. Be clear on your marketing audience

If you stalk me on LinkedIn for a couple of minutes, you’ll eventually discover that I have two LinkedIn profiles.

On one, I connect with barristers and chambers staff. On the other, I connect with legal technologists.

I don’t mix them because the content I write for you is completely different to the content I write for them.

This means that the marketing content I write on my Jurilogical LinkedIn profile is more likely to resonate with potential clients of Jurilogical.

If I were to post practice design tips to my legal technologist audience, they wouldn’t pay the slightest attention and I’d be wasting my time.

2. Connect with those whose profile matches the profile of your ideal client

On social media, people connect with people who connect with more people with whom they have something in common.  On LinkedIn, what they have in common is their work.

If you make connections with people who match the profile of your ideal client, LinkedIn will start pushing similar other connections your way. It’s the Amazon.com concept of People who liked this solicitor, also liked this barrister.

These new connections are likely to operate in your sphere and so are potential consumers of your content marketing.  This is why expanding your network increases the number of people who are likely to read what you publish.

But be selective with whom you agree to connect.

If you accept connections which stray too far from the profile of your ideal client, your network will become diluted and your marketing will fail to attract attention.  Like mixing barristers with legal technologists.

3. Position LinkedIn at the beginning of your marketing cycle.

Social media is the first step by which potential clients hear about your practice. Barristers only need LinkedIn (for clients) and Twitter (for journalists).

LinkedIn is one element of your marketing plan. Probably, it’s the start of a chain of events which invites potential clients into the world of your practice.

The reason you need a social media marketing strategy is this: it’s where potential clients can find out about you without committing.

They don’t have to speak with you directly or have an embarrassing first-date coffee. They just sit quietly on the edge of your practice for a while, reading your expertise and deciding whether you’re the right barrister for them.

Once they’ve seen enough they will take the next step. That’s why you have to be consistent.  Clients are watching to see whether you’re a one-post wonder.

How to make people stumble across your profile on LinkedIn

The key to gaining traction on LinkedIn is to write consistently high-quality content and publish it regularly.

Find your voice, be you, and be consistent.

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By Heidi Smith
Creator of Jurilogical.com

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