linkedin and lawyersdigital network • market size • low cost • mobile access content...

28.05.20

LinkedIn and Lawyers

A Webinar in collaboration with the European Law Student Association (ELSA) Tobias Steinemann, HeadStarterz GmbH

28.05.20

He!dSt!"te"z GmbHOetlinge!st!. 35, 4057 B"sel+41 61 554 55 74

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3 Common LinkedIn-Questions From Lawyers (and Law Students)

Why should I use LinkedIn?1

How can I use LinkedIn to acquire clients?2

What and how do I post on LinkedIn?3

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1. Why Should I Use LinkedIn?

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What’s your reason to be on LinkedIn?

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What’s your reason to be on LinkedIn?

Networking

Information

Personal Branding

Communication5

Job Search

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The LinkedIn Environment

LinkedIn is not a sales tool!

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LinkedIn is a Marketing and Communications Channel

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SOCIAL (Media)

• Exchange

• Relationship

• Interests/Needs

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SOCIAL (Media)

• Exchange

• Relationship

• Interests/Needs

BUSINESS

• Business Content

• Professional Appearance

• Professional Contacts

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SOCIAL (Media)

• Exchange

• Relationship

• Interests/Needs

BUSINESS

DIGITAL NETWORK

• Market Size

• Low Cost

• Mobile Access

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SOCIAL (Media)

• Exchange

• Relationship

• Interests/Needs

BUSINESS

DIGITAL NETWORK

• Market Size

• Low Cost

• Mobile Access

CONTENT (Marketing)

• Thought Leadership

• Be Helpful

• Target Oriented

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2. How do I use LinkedIn to acquire clients?

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SOCIAL (Media)

• Exchange

• Relationship

• Interests/Needs

BUSINESS

DIGITAL NETWORK

• Market Size

• Low Cost

• Mobile Access

CONTENT (Marketing)

• Thought Leadership

• Be Helpful

• Target Oriented

«Visible Experts»: On LinkedIn, the most successful lawyers are those, who are helpful to their target audiences;

i.e. the ones that communicate interesting and relevant content.

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What does it need?

Planning

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Target AudiencesTargets Description LinkedIn Activity Topics / Interests Opportunity / Offer

How can I describe the target audiences? Who are they? What drives them?

What are these people doing on LinkedIn? Why are they active on the platform?

What topics / content is interesting to them? What information are they looking for?

What information or skill do I have that would be useful to them? Or: Where can I get such information?

Recruiters

Law Firm Managers

Clients

Colleagues

Legal Talent

Institutions

Auhorities

Other Professionals

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Activity

What does it need?

Planning Adapting

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Activity

What does it need?

Planning Adapting

Patience

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Activity

What does it need?

Planning Adapting

Patience

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3. What and how do I post?

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Publication-System

LinkedIn- Activity

Goal (Targets)

Content Production / Research / Redaction of LinkedIn relevant content

Source?

Driver

Who helps?

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Publication-System

Base Own Website

Link to own content

Direct

Post/Article/Comment

LinkedIn-Share

Share LinkedIn-Content

LinkedIn- Activity

Other Websites

Link to third source

Goal (Targets)

Source?

Driver

Who helps?

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Publication-System

Base Own Website

Link to own content

Direct

Post/Article/Comment

LinkedIn-Share

Share LinkedIn-Content

LinkedIn- Activity

Other Websites

Link to third source

Goal (Targets)

Engagement LinkedIn-User

Like, Share, Comment

Source?

Driver

Who helps?

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1. GOAL: To whom is this content relevant?

2. BASE:

• Where does the content come from?

• What information does already come with the source and how does it influence my post?

3. CONTENT:

• What is the essence of the message that I am trying to bring across?

• Why is this message relevant?

• Text: Which elements of text do I need?

• Storytelling

• Hashtags and mentions

• Language(s)

• Visual Elements?

• Do I need an image?

• Video: Do I post the video directly or do I post a link to a streaming platform?

• Documents: Shall I post a PDF-document instead of an image or video?

4. DRIVER:

• Are there relevant other users that I could mention/link in my post?

• Are there useful hashtags that I could add to my content?

Checklist:

Lesson LinkedIn: Your Questions!

Thank You. Let’s stay in touch!

Find me on LinkedIn: linkedin.com/in/steinemanntobias/

or email me to: tobias@headstarterz.com

linkedin and lawyersdigital network • market size • low cost • mobile access content...

Documents

advanced linkedin marketing strategy

marketing mag - linkedin

linkedin content marketing ebook

linkedin marketing strategies

linkedin marketing solutions 2013

[pubcon 2013] linkedin marketing

soluções de marketing linkedin

linkedin marketing

linkedin marketing software

linkedin marketing guide

linkedin for business marketing

linkedin marketing for beginners

linkedin for marketing: add 30,000 prospects with linkedin

linkedin marketing showdown

linkedin marketing solutions preview

linkedin marketing solution

linkedin for marketing professionals

linkedin marketing yearbook 2014

social marketing with linkedin

linkedin marketing solutions