Laura Richelle Scott 2013-05-03 00:16:13
5 Things You Should be Doing on LinkedIn LinkedIn is one of the leading social networks with over 200,000,000 registered members around the world. What separates this social network from Facebook and Twitter is that LinkedIn members are some of the most affluent people found on social media and they are looking for industry specific information. Law firms of any niche have a place on LinkedIn. This social network is especially beneficial for B2B activities, because professional networking is what the site is all about. The following list describes 5 activities that you should be doing on LinkedIn (but might not be): 1. Interacting in Groups and Communities Join the Conversation: Groups and communities are forums that can be public or private and focus on a certain topic. The majority of LinkedIn users, 73% according to LinkedIn.com, are present on the site to network with other professionals. Joining groups can allow you to network with new people and engage in a conversation on a topic of which you are the expert. Become A Group Leader: Create your own group on a category or subcategory of which you would like to lead. People love belonging to a community and being a community leader almost guarantees you will gain more connections. You can even send out a weekly message to your group members and, as long as you are sharing information that is beneficial to them, you can use these messages as a free form of newsletter of email marketing. Free Legal Q&A: Groups and communities give legal professionals a place to answer questions and offer their legal advice. In this respect, LinkedIn can be a free alternative to paid legal Q&A forums. 2. Targeting your Audience with LinkedIn PPC Ads Increased ROI on PPC: LinkedIn Advertising is quickly becoming a useful alternative to Google AdWords. LinkedIn Advertising is generally less expensive than Google AdWords because the cost per click is based on competition for the specific audience rather than for targeted keywords. The amounts per click that you are charged depends on how many other advertisers want to target the same audience as you. Tightly Targeted Ads: You can target your LinkedIn ads by industry, geography, and decision making level. This tightly targeted ad leads to a smaller amount of mistaken clicks which would lose you money. Ads are also more effective on LinkedIn because 2 out of 3 members are there specifically for business purposes and more likely to click on your ad. 3. Creating Legal Service Pages Rank for your Services: If you have a LinkedIn company page for your firm, never leave the services pages blank. Service pages are valuable because they will rank individually in the Google search results for your brand name. Complete each service page with a description, bullet points, any necessary disclaimers, website link, YouTube video, promotions, and a link to your personal profile. Create Banner Images: The top LinkedIn company pages even include multiple banner images representing their products, company priorities, and staff. These banners rotate on the services page and hyperlink to your main site. 4. Writing and Requesting Recommendations Write Recommendations for Others: The best way get someone to write a recommendation for you is to write a recommendation for them. If you write a positive recommendation for a connection, this opens the door for you to send that person a request for a recommendation. Request Recommendations: You can easily request a recommendation from individuals or multiple people with just a few clicks. It is beneficial to let them know specifically why you want the recommendation; they might tailor their recommendation accordingly. When potential clients or business associates see that you have recommendations from reputable sources, this makes your profile look more credible. Service Page Recommendations: If you are connected to current or former clients on LinkedIn, send them a request for one or multiple service pages that pertains to their account such as “Estate Planning Services” or “Firearms Trusts”. 5. Filling Out Your Profile To Over 100% Keep Up with the Changes: LinkedIn is continuously creating more features to add to your profile such as experience, publications, honors & awards, organizations, etc. Fill in each section to the best of your ability for the most optimized profile. Control Your Search Results: When a profile is fully optimized it will typically show up in the first 5 search results when the name is Googled. As mentioned before, service pages will also rank individually, helping to boost the online presence of your firm. This makes LinkedIn a valuable tool for online reputation management. Laura Richelle Scott graduated from The University of Montana SoBA in marketing, international business, and Spanish. Laura is the head content manager at Search Control, a search engine marketing and online reputation management firm. Search Control assists legal professionals and small business owners with web design/development, social media marketing, blogging, PPC, and other search engine marketing services. To learn more about Search control, please visit www.SearchControl.com.
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