00:00 - Sylvia (Host)
Hello everyone, and welcome back to episode 31 of the Serve First, sell Later marketing podcast. So today I'm diving into a goldmine that most legal and professionals are overlooking, and that is LinkedIn company pages. So here's a startling fact While a very high number of independent professionals have personal LinkedIn profiles, own fraction are utilizing LinkedIn company pages to their full potential, and some don't even have a company page at all. So it is a powerful tool and it's definitely an underutilized one in helping to attract more clients, establish your company as a thought leader and outshine your competition. And I know that our clients have had tremendous success by more than quadrupling the number of followers on their page in just weeks, and these followers ultimately become prime leads as prospects or referrals.
02:31
So in today's episode, I'm pulling back the curtain on LinkedIn company pages and I'm going to be talking about how to use them effectively. So, whether you are a LinkedIn novice or you are an experienced user, I promise that you'll walk away with actionable strategies to transform your firm's online presence. But before we dive in, here are some very interesting facts that you should be aware of. There are over 1 billion users on LinkedIn from over 200 countries and regions worldwide. There are approximately 135 million users actively use LinkedIn each day, and over 67 million companies are on LinkedIn and have profiles. Another important number to consider is that LinkedIn has twice the conversion rates as other social media channels and, in addition, users who see businesses content on LinkedIn are actually six times more likely to purchase from that brand. And lastly, companies that thoroughly complete their business pages and actively post receive more page views. So all of this to say that in today's digital world, your LinkedIn company page isn't just a nice to have. It's a very powerful tool that can set you apart in a crowded marketplace. But before we dive in here, you may want to check out our SG Associates company page on LinkedIn and follow us for some more best practices. So if you go to wwwlinkedincom forward slash company, forward slash SG dash and dash associates, you'll be able to find out more about our page and see some best practices. I'll also put the link in the show notes for you, okay.
04:30
So the first area I want to dive in here is all about optimizing your page to make it a client-attracting powerhouse. So first things first, let's address the elephant in the room your company logo and cover image. So I want you to think of these as your firm's digital handshake. So you want to ensure that you're really using high quality, professional images that reflect your brand. So, for example, if you're a family law firm, maybe your cover image shows a diverse group of families, symbolizing your inclusive approach. Now let's talk about your company's description.
05:10
This isn't just a place to list your services. It's your chance to tell your firm's story. So use keywords that potential clients might search. For instance, instead of saying we're divorce lawyers in New York, try something like guiding New York families through compassionate divorce and mediation services. And don't forget to add your contact information and location. You'd be surprised how many firms miss this crucial step. So make it easy for potential clients to reach you. Think about including your phone number, your email, your website and physical address, if applicable. Now best practices. The key thing here is consistency, so your LinkedIn page should feel like a natural extension of your website and other marketing materials. So use the same tone, the same color scheme, the same overall vibe, and don't shy away from tooting your own horn.
06:10
So I want you to highlight what makes your firm special, what makes it different. Maybe you have a unique approach to mediation. Whatever it is, make sure that it's front and center, and remember that your LinkedIn company page is often a potential client's first impression of your firm, so make it count. Think of it as your digital storefront. You want it to be inviting, you want it to be professional, you want it to be reflective of who you are as a firm. So I want you to take a hard look at your LinkedIn company page. Is it telling your firm's story effectively? Is it easy for potential clients to get in touch with you, and is it showcasing what makes you and your team unique? If you don't have a company page, then you definitely want to think about setting one up. It's free and it's definitely worth your time and effort to have it included as part of your profile.
07:09
Okay, so I know what you might be thinking. I'm a professional, not a content creator, so hear me out on content creation here for a moment. So creating engaging content doesn't have to be a chore and it can really boost your visibility and client engagement. So I want to start with content that really resonates with your audience. So, first up, I want you to consider educational pieces or educational articles and think about the questions that your clients ask you all the time, because these are gold mines for content. They really are you all the time, because these are gold mines for content. They really are. So, for example, if you're a divorce attorney, you could write a post entitled five things to know before filing for divorce. Boom instant value for your followers, right? You know that's something that they're looking for and that they inquire about, perhaps on their first visit.
08:03
So let's talk about success stories. I know client confidentiality is critical, but, with their permission, or even just omitting their names, sharing case studies can be really, really useful and a powerful way to demonstrate how you can help. So it does show potential clients that you get results. Maybe you helped a small business owner navigate a tricky contract dispute. Share that story, right. So don't forget to keep your followers up to date on any industry news and legal developments. Were there any new laws that were passed recently that may impact legally your clients? It may impact your clients financially. So think about that and always, always break it down for your audience in plain English. They will appreciate your expertise Trust me on that and it will position you as a thought leader when you break it down into simple terms. Now here's a game changer, for sure, and that's using webinars and live Q&A sessions. So hosting these not only provides value to your audience, but it also lets them see the person behind the profile and it's like a free consultation for them because they're learning so much, and then it becomes a lead generation tool for you, so it's a win-win all around.
09:34
So let's talk about when to post. The LinkedIn algorithm loves consistency, so think about how you can create two to three posts a week, but always remember that quality is going to trump quantity. Every time, midweek mornings tend to see high engagement, but experiment with what works best for your audience. Try out those time frames that I indicated and days of the week, which is, you know, midweek morning time frame works well, but see if that resonates with your audience. So here's a really important tip If you engage with content quickly usually within the first hour of posting, and so the LinkedIn algorithm favors posts that get early engagement, so they're more likely to show up in your people's feeds so set aside some time each day to scroll through your feed and interact with posts right after they go live Really really important. This not only helps boost visibility for the content that you engage with, but it also increases the chances of people noticing and engaging with your posts, and that's really what you want to achieve. Finally, as I mentioned, engagement is really, really key. So when someone comments on your post, please respond. Start a conversation and don't just stick to your own posts. Join relevant LinkedIn groups and participate in discussions.
11:08
It's not just about broadcasting. It's about building relationships and trust. So remember, your content strategy isn't about selling your services 24-7. No, it's not that. It's about providing value first. It's about showcasing your expertise and really building that trust, and if you do that consistently, you will see a flow of new prospects coming your way. And if you're looking to grow your practice, then this is definitely something you should consider doing. So how do you make your LinkedIn company page stand out?
11:46
Well, I want to dive into why visual content is so important. So visual content grabs attention and makes complex information easier to digest. So I want you to think about that. Would you rather read a dense block of text about legal procedures or financial issues, or would you rather look at an infographic that breaks it down step by step? You see where I'm going with this right? So infographics are fantastic for explaining complex legal and financial concepts in a really simple and visual way. So, for example, if you're an estate planning attorney, you could create an infographic that outlines the process for estate planning, and this not only makes the information accessible, but also positions you as an expert who can simplify complicated matters.
12:39
So photos and videos are another powerful tool. You may want to share behind-the-scenes photos, maybe from your office, maybe snapshots from events or speaking engagements or webinars, and what this does is this humanizes your brand and it really builds a connection with your audience. So, for instance, if you recently hosted a webinar on estate planning, you can share a highlight reel on that and it gives potential clients a taste of your expertise and your presentation style and you know, if you resonate with them, that will come across in a webinar or video as well. Resonate with them, that will come across in a webinar or video as well. So best practices to ensure your visuals are effective and professional.
13:24
So I think, first and foremost, you need to keep your visuals not only professional but on brand. So you want to use consistent colors, fonts and styles that align with your firm's branding, and what this does is this creates a cohesive look across all of your content. So, for example, if your firm's colors are blue and white, make sure that your infographics and videos incorporate these colors. Simple enough, but is often missed. So I think if you have a page already set up, then you definitely want to think about how you can create that uniform brand on your company page. So when we work with our clients on managing their LinkedIn company pages, this is exactly what we do we create the graphics and images that are aligned with their brand so that it looks cohesive, and I think that's really, really important to be able to do that.
14:19
And if you're using videos, always use captions. Always use captions. Not only does this make your content accessible to a broader audience, including those who are hearing impaired, of course but it also caters to those people who might be watching without sound, and that could be you as well, right? So imagine a potential client scrolling through LinkedIn in a quiet office, so captions ensure that they can still get your message and I think this is a trend that we're seeing quite frequently is that you know people are viewing videos maybe you know sitting at their desk with other people around, or whatever the case may be and they are in a space where they can't really broadcast their sound, and so they are reading the captions. Okay, so let's say you're a mediator. You could create a video series where each episode tackles a different technique for resolving disputes. So maybe one episode could focus on active listening, another one on negotiation tactics, etc. So this not only showcases your expertise, but it also provides valuable content that your audience can use immediately.
15:33
So I've mentioned previously that engagement is key, and I think when you post visual content, make sure to respond to comments and inquiries promptly. And what this interaction does is it boosts your content's visibility and it builds relationships and, more importantly, trust. Also, participating in relevant LinkedIn groups and discussions are important, and sharing your visuals there could help you reach a wider audience. So understanding and leveraging LinkedIn analytics is going to be super important, and there is a really effective way to fine-tune your approach and ensure that your efforts are paying off. So I want to talk a little bit about what are the key metrics that you should be tracking on your company page. So these include things like the engagement rate, the follower growth, the content performance, the visitor metrics and leads.
16:32
So let's start with engagement, the engagement rate, for example. So this tells you how actively your audience is interacting with your posts. So are they liking, are they commenting, are they sharing? So, for example, if you notice a high engagement rate on posts about, maybe, parenting plan tips. That's a strong indicator that your audience finds this content valuable. So if you know they find this content valuable, you want to create more pieces that talks about that topic. Okay, I hope that's making sense. Follower growth so this shows how your audience is expanding over time and you want your followers to be growing. People are following your page because they like what they're seeing.
17:20
Content performance Okay, so this helps you understand which posts are hitting the mark and which ones are falling flat. So, for instance, if your infographics on legal processes get more views and shares than your text posts, then you know to create more visual content when you're talking about legal processes, because it's more complex and you want to be able to distill it into simple information. And obviously, when you were using infographics, that seemed to work and your performance went up on those types of posts. Visitor metrics so this shows you who's visiting your page, even if they aren't following you yet. So where this gets interesting is that you can look at demographics like job titles, industries and locations, and if you see a lot of visitors from a specific industry, you can consider tailoring some content to their needs. So, for the leads section, this tracks the information of members who filled out a lead generation form on your page in the last little while, and if you notice a high number of leads from a particular type of content, like maybe a downloadable guide or some other piece, then you know that that content is effective. So you need to pay attention to that as well.
18:40
All right, so how do you identify which types of content resonate most with your audience? Well, linkedin Analytics really provides detailed insights into this. So, really, just, I want to really keep this simple. So, for example, you might find that your educational articles on divorce financial planning are getting more engagement meaning likes, comments and shares than your posts about industry news general industry news about divorce. So what this tells you is that your audience values practical, actionable information. Use this data to create more of what works and less of what doesn't, and I hope that example demonstrates to you how you can use LinkedIn Analytics to determine that.
19:26
So some best practices when using LinkedIn Analytics, I think, is you really need to make it a habit to regularly review your analytics, because this isn't a one and done task really Like. Set aside time each week to go through your metrics, look at your engagement rates, your follower growth and the performance of individual posts, and this will give you a really clear picture of what's working and what needs adjustment. Now, if you have a company page and you're not sure how to optimize it or maybe you don't even have a company page yet then set up a call with me. I'd be happy to kind of go over what you have and how to optimize it, or, if you don't even have a page, how we can get it set up for you immediately. So feel free to schedule a call with me. I'll put a link to my calendar in the show notes. All right, so when we're looking at the different types of contents, don't be afraid to experiment.
20:24
So try different types of content to see what resonates best with your audience. So, for example, if you usually post articles, try adding maybe short videos or maybe infographics. Recently, one of our clients, a divorce attorney, started a video series called what you Need to Know About Divorce, and what she did was every video covered a different topic, like where to start in the divorce process, what's the first thing you need to do. Then she covered a video on spousal support, child custody, impact on finances, et cetera. So this series, what it did is it not only boosted engagement, but it also positioned her as the go-to expert in her field, and I think that's what a lot of professionals are looking to do. So LinkedIn Analytics really allows you to compare your page's performance with competitors, and this is quite interesting and a unique feature. So this can provide valuable insights into what others in your industry are doing and really help you identify the areas where you can improve.
21:26
So, for example, if a competitor's posts on recent legal developments are getting high engagement, then you want to consider incorporating similar content into your strategy. That's a possibility, or at least you want to test it to see if it's going to work for you as well. So engagement is critical. As I said before, respond to comments and inquiries promptly. This not only boosts your content's visibility, but it also builds relationships with your audience, and so participating in relevant LinkedIn groups and discussions are going to be important as well. So share your insights and engage with others' posts and stay visible so that you're relevant to your industry. So, just to do a quick recap on LinkedIn analytics, it's really important to really refine your content strategy and look at things like engagement rate, follower growth, content performance, visitor metrics and leads, and that's what's going to lead to more ideal prospects and referral partners coming your way, and you regularly want to review your analytics and experiment with different types of content, as I mentioned, and really engage actively with your audience.
22:39
So now I want to touch on the do's and don'ts of LinkedIn company pages. So I want you to think of this as a cheat sheet for LinkedIn success. So the first I would say the number one do would be be authentic and provide value, because your LinkedIn page isn't just a billboard. Really, it's a conversation starter. So share content that genuinely helps your audience. So, for example, if you're a family law attorney, don't just say hire me. Instead, you want to say things like five things to consider before filing for your divorce. So I'm sure you see the difference there. You also want to engage genuinely with your audience. So when someone comments on your post, don't just hit the like button. Respond thoughtfully, start a conversation, because this isn't just good manners, it's just good business, right. So it shows that you're attentive and that you care about your audience's thoughts.
23:36
You also wanna stay updated with LinkedIn's new features, and this changes all the time, we know, because this is what we do. We help a lot of our clients with this, and so LinkedIn is always rolling out new tools, and maybe it's a new type of post or a new analytics feature. Whatever it is, you need to stay on top of that. So another must do is to keep your page relevant and fresh, so regularly update it with new content. A stale page will not work. You cannot post and then come back weeks later, or just post once and maybe come back a month later. It's just, it won't work. So it's really, really important that you are regularly updating that page.
24:18
Now to switch gears, let's talk about the don'ts. Okay, the don'ts. So first on our list is avoid overly promotional posts. Yes, you're on LinkedIn to promote your business. I know I get it. But if every post screams hire me and trust me we see a lot of that you're just actually going to turn people off faster, and it will be very challenging for you to reach your objective there. So think about that. Think about whether your posts are screaming hire me, because if they are, then you're going to want to avoid creating more like that.
24:53
Next, that I think is really important is don't ignore your followers. If someone takes the time to comment or ask a question, acknowledge it, because ghosting your followers is a sure way to actually lose them, so I think that's really, really important. You also want to steer clear of low quality visuals or unprofessional content. We see a lot of that as well on LinkedIn. So your LinkedIn page is often a potential client's first impression of you, so please don't add any blurry photos or memes. And finally, don't spam your followers, please. Posting 20 times a day isn't a strategy, it's just an annoyance.
25:31
So, quality over quantity always, and I think it's important to remember that your LinkedIn company page is there for a reason. It's a powerful tool when it's used correctly and when it's used consistently. It's not just about broadcasting your message. It's about building relationships and providing value, and if you do that consistently, you're going to see results. So by now, I hope it's clear that there is an untapped potential of LinkedIn company pages, and using this tool isn't really optional, because it's essential for any legal or financial professional who's looking to grow their practice.
26:10
So, whether you're just getting started or maybe you're seeking to refine your existing efforts, linkedin offers a unique platform to showcase your firm's strengths and attract the right clients. So think of your LinkedIn company page as your digital business card and billboard all rolled into one Okay. So it's where you can make a strong first impression, share valuable insights and really engage with potential clients, and by knowing how to use this tool effectively, you're going to be so much further ahead. So if you found today's episode intriguing, but you aren't quite sure how to apply these ideas to your own LinkedIn page or maybe you don't even have a LinkedIn company page please reach out to me. You don't have to navigate this alone while trying to run your practice and serve your clients. So we specialize in creating LinkedIn strategies that really help our clients to highlight their firm's unique qualities and draw in clients that you wanna work with right, super, super important.
27:12
So if you're ready to take the next step, set up a call with me. I'll put a link to my calendar in the show notes and please select a time that works for you and in this call, we'll talk about your goals. We'll talk about exploring strategies for enhancing your LinkedIn presence and start making your company page work much harder for you. So thanks for tuning in. Don't forget to follow our SG&Associates page on LinkedIn for more practical tips and updates. Keep pushing forward and remember, with the right approach, your LinkedIn page can be a very powerful tool in your marketing arsenal. Thank you for tuning in today and I hope you found this episode valuable and, of course, if you did, I'd be honored. If you rate or review our show, have a great day.
