LinkedIn™ Marketing Techniques for Law and Professional Practices

Hundreds of millions of businesspeople use LinkedIn daily, not only to forge connections and nurture relationships, but also to search, assess, and choose reliable professionals. Understanding how best to use LinkedIn will give you an edge in tapping into LinkedIn’s remarkable power to promote and connect your expertise.

There are many books on LinkedIn that focus on "what to do," but not on the strategy of "why and how" to make LinkedIn a pivotal tool in the professional’ marketing toolbox. Many "what to do," books are almost immediately are out of synch with the latest iteration of LinkedIn before they are even published. And with the latest changes to the LinkedIn user interface in March 2017, this book is up-to-date and relevant while the others are teaching what to do with the old interface.

What remains constant, however, is the way each law firm, and for that matter, any sort of professional practice, expresses "why you do what you do" and "how well others say you do it." This book is not intended to guide the reader in what-to-put-where on LinkedIn; it is a guide to thinking about LinkedIn in a new way including, as a power tool in the individual's personal marketing profile for expressing his/her own brand, aligning your profile with the other profiles of the members of the firm, in their own words, and all of which reflect on the company profile of your firm (and you must have a company profile page, no matter the size of the firm) as a summation of the brand marketing of the firm plus its members.

The concepts in the book would remain timeless enough to become a reference guide for the reader, even as new situations arise and need to be expressed properly, for best marketing effect.

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