Lawyers must use LinkedIn as part of their individual digital branding. 25% of all U.S. adults are on LinkedIn. Are you?

1. +
LinkedIn For Lawyers
Stacey Burke

2. +
Introduction

3. + LinkedIn By The Numbers
LinkedIn has 590+ million members.
Two-thirds of millionaires use LinkedIn.
25% of all U.S. adults are on LinkedIn.
LinkedIn is 277% more effective at generating leads
than Facebook and Twitter.
B2B marketers report 80% of their social media leads
come from LinkedIn.
Executives from all Fortune 500 companies are
members of LinkedIn.

4. + LinkedIn Profile Tips
 Customize your profile URL.
 When you fill out your contact and personal
information, LinkedIn rewards you with more
visibility.
 Photography
 The wrong image (or no image) will be a turn-
off for most recruiters and even connections
too.
 Professional photo – having one gets you 14
times more views!
 Adding a photo to your Profile makes you 36
times more likely to receive a LinkedIn
message.
 Your photo must be at least 200 x 200 pixels.

5. + LinkedIn Profile Sections
 Headline
 Optimize your headline, which appears directly under your name,
because it’s highly visible, as well as searchable. The headline is limited
to 120 characters so be sure to use valuable keywords that your target
audience uses often.
 Experience
 Underneath each job, include approximately six bullet points describing
the scope of your responsibilities at that job.
 Don’t write only about your duties. Focus on your achievements. Don’t
just show what you did — highlight how well you did it. Use numbers
whenever possible.

6. + LinkedIn Profile Sections
 Education
 Be sure to link up to the official Page for each
institution.
 Skills & Endorsements
 Listing five or more skills in your Profile
will get you up to 17 times more views.
 This area is a keyword haven. Order
your skills so the most important terms
are endorsed first.
 LinkedIn allows you to add up to 50 skills
but only the top three will show.
 Recommendations – Be sure to ask for
them!

7. +
LinkedIn Pages
 26 million “Company Pages” - now called “Pages”
 All you need to get started with LinkedIn Pages is a
personal LinkedIn profile and a verified email address.
 Showcase Pages: use to highlight a practice group, an
additional office location, or an initiative.
 You can now share documents on Pages.
 Pages also now have “Content Suggestions,” which
shows a Page Admin which topics and content are
trending with their target audience on LinkedIn to help
curate and share content they know their audience will be
interested in.

8. +
LinkedIn Page Optimization
 Update your profile image and banner.
 Pages with profile pictures get 6x more visitors.
 Profile Image: 300 x 300 pixels.
 Profile Banner: recommended size is 1536 x 768 pixels,
but only 1130 x 190 pixels show on Page.
 Write a compelling “About Us” section and include
relevant keywords.
 Complete all available fields.
 Ask your employees to connect with your Page.
 Share content that matters.

9. +

10. +
LinkedIn: Sharing Content
 Posting regular updates helps optimize your LinkedIn Profile.
Since LinkedIn updated its algorithm in February 2018, it rewards
content creators who share content in multiple ways, such as long-
form articles, video, or short updates. By using a mix of content
and sharing other people’s content too, you’ll get more exposure in
the LinkedIn feed.
 On average, 100k articles are published on LinkedIn each week.
 LinkedIn Messaging Best Practices
 Sharing Content
 When? Content published on Thursday tends to perform the best.
 What? Numbered lists are shared more often.
 Including a trackable link gets 45% more follower engagement.
 Video
 You can now upload native videos directly to the platform.

11. +
Why Does LinkedIn Matter?

12. +
LinkedIn Matters For Recruiting
 LinkedIn hosts 10 million active job postings.
 87% of recruiters utilize LinkedIn to find potential job candidates.
 59% of employees say a company’s social media presence was part
of the reason they chose their workplace.
 Being an attractive brand for prospective employees gives the
organization the bargaining power, due to the demand to be
associated. Branding helps create the factor of desirability among
potential recruits.
 Almost 40% of all employers might not interview you if they can’t find
you online.

13. +
LinkedIn Matters For Branding
Clients have way too many choices / noise
Differentiate yourself from similar offerings
Reduce the need to compete on price
Client retention
Client acquisition
Name recognition is no longer enough
Keep your name in front of referral sources

14. +
Increase Your Reach for FREE
Online and Offline

15. +
Grow Your Network
 Reach out to previous employers, co-workers, teachers,
mentors, colleagues, clients, and school friends.
 Include a link to connect in your email signature, blog, and
website.
 Use the search feature to find people in your target audience.
 Import your email contact list and/or synchronize your email
contacts with LinkedIn.
 Join and participate in LinkedIn Groups.
 Drive inbound traffic to your Profile and Page (from your
website or other third party sites like Medium).

16. + Leverage Your Employees:
Employees are 70% likely to engage with company updates.
Get employees involved with engaging with and sharing the firm’s posts on
their own social media accounts. Turn your workforce into advocates and brand
ambassadors and increase your reach for free!

17. +
Connect with Stacey:
 Facebook: @MarketingLawyers
 Twitter: @staceyeburke
 Instagram: @MarketingLawyers
 LinkedIn: /company/stacey-e-burke-p-c
 Website: www.staceyeburke.com
 My e-newsletter: http://bit.ly/StaceyMail