There are many ways to generate new business-development conversations with the right decision makers; networking, client referrals, strategic introductions as well as casting wider nets inside of existing clients. LinkedIn, although considered a social selling site is really a business research and engagement platform.
It is also a tool that clients and prospective clients use to learn about you. Leveraging LinkedIn to position yourself and your firm as a thought leader and subject matter expert is a powerful way to build a reputation.
There are three major areas that lawyers should focus on to get the most out of LinkedIn:
1. Make sure your profile is complete to represent you well and help you get found
- Add a client centric headline that mentions who you help, the type of law you practice and the value you bring. The goal is to get your readers curious enough to move down and read more of your profile.
- In the contact box be sure to connect website links, phone number, and professional email.
- Write your summary
- Include firm approved recommendations and case studies to add credibility.
2. Connecting with new people
- Connect with all your clients and network
- Send a welcome message:
- If you don’t want to schedule a call: NAME, Thank you for connecting with me on LinkedIn. You may know from my profile that I focus on helping companies during a merger or acquisition and thought I would share a blog post that has helped many CEO’s during their investigation phase LINK. I hope you find it helpful, and please let me know if you have any questions.
- If you want to schedule a call: NAME, Thank you for connecting with me on LinkedIn. You may know from my profile that I focus on helping companies during a merger or acquisition and thought I would share a blog post that has helped many CEO’s during their investigation phase LINK. If you are currently considering a purchase of another company or sale of yours I invite you to have a conversation. Whether or not we decide to work together, I am confident our call will offer insights that can help you on your journey. Here is a link to my calendar (Tip: use Calendly). Please pick a time that works best for you.
When networking with a CPA, Tax Accountant or other referral partner, make it a productive meeting and send them the following note prior to your meeting:
NAME, I am looking forward to our coffee meeting next week. Please feel free to look through my LinkedIn connections and make a list of people that you might want to meet. I will do the same and we can review the list when we are together.
Here is how (by the way, you can copy and send them these steps, they will be so grateful!):
- From my profile, click on their blue connections number (500+)
- This takes you to my connections where you will see a search bar in the top right (click on the magnifying glass)
- Enter the keywords or title of the people you would like to meet ie. “CIO” OR “CTO” OR “IT Director”
- Click advanced in the top left of the box
- Use the left hand side filters to drill down like location and/or industry
- Make a list of who I know that you would like to meet and I can do the same
- We can review their names when we are together and whittle them down to a select few that are the best fit
- Exchange introduction templates:
- I would like to introduce you to Brynne Tillman, Chief Learning Officer at PeopleLinx. Brynne helps professionals position themselves as thought leaders and subject matter experts on LinkedIn and teaches them how to leverage their network to gain access to more decision makers. Brynne will be reaching out to you in the next few days, please take her call I believe it will be well worth your time. If you’d like to reach Brynne sooner, her email is firstname.lastname@example.org and her number is 215.499.0499. You can invite her to connect on LinkedIn as well. http://www.linkedin.com/in/brynnetillman
- Copy your networking partner and each person you are introducing in a LinkedIn message or email with their paragraph, and have them do the same.
- Reply All: Networking Partner, thank you for the introduction. New Person, I am looking forward to speaking with you, learn more about you and your business, and explore ways we might be able to work together. I have Monday morning and Thursday afternoon available for a call, what works best for you?
BONUS: Be sure to do this with your clients as well. There is nothing more powerful than a client referral.
About the Author:
Brynne Tillman, the Chief Learning Officer at PeopleLinx, helps professionals position themselves as thought leaders and subject matter experts on LinkedIn and teaches them how to leverage their network to gain access to more decision makers. Want to talk with Brynne Tillman about your LinkedIn presence or business development efforts? She invites you to schedule a call with her at http://ScheduleaCallwithBrynne.com.