You’ll get some traffic back to your site when readers click on links within the post or want to see more of your work. But not the kind of traffic that will affect your Alexa ranking. But this exercise is not about increasing traffic, it’s about providing value and getting exposure in a professional setting. Law firms will need to unleash their associates, partners, and other legal professionals, and allow them to post articles and presentations they authored to their LinkedIn accounts. This increases exposure to colleagues, clients, and in-house counsel locally and across the globe – all with referral and revenue generating potential.
Opportunities to speak and write
Like blogging, you’ll be recognized as knowledgable, or even an expert, on the topics you write about on the platform. Your posts appear in the LinkedIn stream of updates and get shared to other people’s streams. And, as your network and exposure grows, more people view your profile to find out more about the author, and you’ll receive invitations to write and speak. I’ve gotten inquiries after only a couple of posts and have heard similar stories from others.
See how your posts are doing: how many views, likes, comments, and shares – from the past week to the past year. See the industries, job titles, and location of your readers, and the profiles of those who respond to your posts. This insight allows you to evaluate whether you’re reaching the right audience and which posts are resonating with your network.
As you start publishing on the platform, resist the urge to post too frequently or to transfer older, no-longer-relevant posts and articles: readers will tune you out. Once a week or every other week is enough to provide value to your network and gain exposure and opportunities for you and your firm.