Social Media Marketing for Attorneys: Study Says LinkedIn Best Social Media Network for Lead Generation
A new study by Hubspot of more than 5,000 B2B and B2C companies shows that LinkedIn far outpaces Facebook and Twitter as a lead generation engine, serving up almost three times as many leads as the other two networks:
Since LinkedIn is the leading business social media network, it stands to reason that B2B marketers would find more gold for their social media marketing efforts. But the Hubspot researchers also say that B2C firms benefit because there is less “personal” clutter on LinkedIn and people who visit are more likely to be in a business frame of mind.
So how do you leverage LinkedIn to generate leads for your law practice?
1. Build out your profile. Take your purpose and craft your profile to reflect that purpose. The key is to compel the people you know and the people who are looking for someone like you to reach out and connect.
2. Connect with the people you know. Use LinkedIn’s built-in tool to import your connections.
3. Get testimonials. Take advantage of LinkedIn’s built-in Recommendations feature to give and receive testimonials. Third party endorsements carry much more weight than your marketing message alone.
4. Include CTAs within your content. Strategically place some calls-to-action (CTAs) in your updates but don’t go overboard – you don’t want to look like you are just there to sell something. Relevant CTAs could include a free whitepaper or report you’ve just uploaded to your website, or a relevant post you’ve just made on your blog.
5. Build your network out strategically. Each connection you make with someone you know grows your overall reach exponentially. Start or join Groups inside LinkedIn where you can connect with thought leaders, experts, prospective clients and prospective referral sources.
6. Leverage your networks. LinkedIn is a social network and a search engine. Connected individuals can see and search for the people in each other’s networks. You can use those connections for business development and for finding your ideal social target market.
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