Linkedin is a platform widely used by businesses and professionals as a place to connect and share content. With over 380 million users, it is one of the top social platforms for networking, building relationships with influencers and generating leads.
Tela has conducted research into how barristers in a variety of chambers are using Linkedin. The results show that most are not taking advantage of the platform on an individual level or as part of a chambers wide strategy.
While most chambers have a Linkedin ‘company’ page, only 47% of barristers from the chambers we researched had a Linkedin profile.
Approximately 30% of traffic visiting a chamber’s website will originate from searches made for barristers names. With significant amounts of traffic coming from these searches, it makes sense for barristers to be present on social media platforms as their social profile pages will also rank well in the search engines alongside the profile on their chambers website.
An interesting statistic taken from Linkedin states that 41% of profiles have 500+ connections. From the research Tela conducted, we found only 34% of the barristers using Linkedin, or 16% of all barristers had over 500 connections, showing that there is still huge room for growth.
If chambers can encourage more barristers to use Linkedin as a tool for self promotion and tie the usage in with a chambers wide content marketing and social media strategy, there is great potential for Linkedin to promote individual barristers while also promoting the chambers as a whole.
How can chambers effectively utilise Linkedin?
A good way of increasing traffic from Linkedin is achieved by adding an embedded link on each barristers’ Linkedin profile page which links back to their profile page on the chamber’s website. By adding this link you are giving potential clients easy access to more in-depth content and also, by directing traffic back to the website, visitors have access to more specific contact mechanisms which makes it easier for them to get in touch.
When a barrister selects the chambers they work for in the drop down list on their profile, this automatically displays the logo on their page, including a link to the chambers page. According to LinkedIn’s Best Practices Blog employees are up to 70% more likely to interact with your businesses updates. It is important for a chamber to build their reputation online, so providing content that your barristers can “like” and also “share” with their network, will mean that your chamber is exposed to a wider audience that may be in need of your services.
Each of the barristers’ Linkedin profiles has the potential to give chambers a competitive advantage. The profiles can be used as a way of sending out positive brand focused messages about your chambers, allowing your audience to stay connected while promoting a professional image. By encouraging a professional approach, profiles should highlight the skills and knowledge of each of your barristers which will help them build connections. The more connected the barristers are, the easier it will be for them to engage with the legal community and build their own personal network and brand.
There are over two million groups on LinkedIn, making it one of the best ways to network with other professionals. With various legal sector specific groups, barristers can network with peers, while at the same time promoting their chamber to an extended audience which will encourage more people to follow the main chambers ‘company’ page. Barristers that comment and interact with posts will build relationships with key influencers in the legal industry which further increases a chambers brand exposure. Groups can also be used as a way of increasing exposure with regional or international clients, by starting conversations aimed at an audience based in a specific location.
LinkedIn offers great potential to build credibility and authority. Well written barristers’ profiles which contain the chambers logo, good content and recommendations will help boost the reputation of the chamber and give prospective clients access to additional content that will help build trust.
Barristers can add a link in their email signature to the LinkedIn page to help convert email contacts to followers. This is a simple step that will help build followers among a group of contacts barristers are already in touch with via email. Linkedin will help maintain visibility with this audience well into the future, helping to bring in new leads and keep contacts up to date with latest news.
Highlight on profiles
Adding Linkedin buttons on the chamber’s website profile pages will encourage more people to connect. Linking the buttons to the barristers’ Linkedin profiles will make it easy for provide clients instigate further contact.
Having a customised URL on each of the barristers’ profiles will make them easier to find, and also offer a better chance of the profile ranking in Google. Barristers can also add their profession onto the end of a custom URL after their name to make them stand out.
The job title underneath your name on your Linkedin profile can also be changed. This can help show any areas you specialise in or want to highlight on your profile.
Helping barristers keep their Linkedin profile relevant and up to date will ultimately increase levels of exposure and influence for a chamber. Barristers could be using their Linkedin profiles as a free tool to promote themselves to the general public if they are direct access qualified and also to build relationships with solicitors and other organisations who have potential to become clients. The more barristers from your chamber you have using LinkedIn, the larger the audience.
If used well, Linkedin has potential to become a powerful marketing tool for your chamber. By encouraging each barrister to use Linkedin and become a brand ambassador, their content and influence in the legal sector will directly benefit their individual practice and at the same time, the wider chamber.
Using LinkedIn as a powerful marketing tool for your chamber is a clever way of using each barrister as a brand ambassador, using their content and influence in the legal sector to directly benefit the wider chamber.