Brand Awareness | Social Media Marketing | conveyancers | property law | Digital Marketing 2022 | Video Content | LinkedIn | social networking | conveyancer marketing | Networking | thought-leadership
With over 830 million users globally, it’s THE place for professional networking. Any professional - including conveyancers - who wants to stand out as a thought-leader can benefit from an optimised presence on the platform.
While LinkedIn maybe not be the most obvious social channel for conveyancers, I believe we can put a strong case forward. Conveyancers and Property Lawyers - actually lawyers in general - are slow on the uptake of social media for marketing purposes, and it’s the wrong attitude.
LinkedIn’s mission is simple (in their words): connect the world’s professionals to make them more productive and successful.
That’s you right?
It’s Social Media but Different
LinkedIn is less about what you did on the weekend (Facebook), what your kids (or you) are dancing to (Tiktok) or sharing your culinary expertise (Instagram), and more about what you have to offer to those that want to learn from - or network with you.
It’s widely been thought of as a B2B marketing platform but it’s becoming increasingly popular for marketers as part of their B2C strategy too.
LinkedIn members and groups are still looking for inspiration, but it’s more about education and networking. To share knowledge about your industry and connect with other professionals.
‘How is this going to help my marketing strategy?’ I hear you ask. Well, in a few ways:
- Those professional members will likely have purchasing power, in their businesses and their homes, so remember they are potential customers too.
- It can help you keep you up-to-date on conveyancing and property law news through groups and related industries.
- It can establish you as a thought-leader. I know we’ve already mentioned that - but it should be one of the main considerations and aspirations you have with such little competition on the platform.
- It’s another opportunity to get in first and leverage the imbalance of B2C marketing.
- Ads and sponsored content don’t look like ads as such - they blend into the natural feed, and only appear on member and group feeds looking for the kind of information that you offer.
- You can source great staff, to improve your business and network.
Once you’re up and running there are ways to fine-tune your advertising and account that are more specific, but let’s start by convincing you to get started.
Your LinkedIn Profile - Member and Organisation
I’m going to take a punt that you’ve already got a LinkedIn profile being a professional and all that. If you haven’t you are going to need to sign up.
You need to have a member profile before you can set up a business page, so if you are already a member - you are on the right track.
A personal profile is good to build your own professional relationships, and you can connect with other businesses to build relationships, and follow other company or industry pages.
Connecting with and watching others use the platform for marketing is a bonus.
There are different price points for your needs, and it’s worth undertaking a bit of research, especially if you are going to invest in paid advertising.
We can tell you that fundamentally you are looking at the following 4 levels: Career - $29.99/month, Business - $47.99/month, Sales - $64.99/month, and Hiring - $99.95/month.
Optimising your Profile and Page - Tricks and Tips
This is more about your Business Page, but you have to set up your member profile first anyway - or maybe you already have. It might be time now to have a look at it and make some adjustments.
Member Profile - some of this information and the tips apply across both the profile and business page. Ensure at the very least you have these elements optimised:-
- Image - use it to start your story, to stand out and create interest. It doesn’t just have to be an image or cool graphic. There are heaps of image editing tools so you can add some text and other elements to make it unique. There is also heaps of inspiration to be found online. I couldn’t find a conveyancing specific header image - so mocked one up using a fake name and elements in Canva that took me about 10 minutes. This should convey (pardon the pun), that Charlie is the main man in a conveyancing firm in Sydney near the coast, that offers some kind of guarantee for all or part of their services. Your image should correlate or talk to your business page.
- Profile picture - one that is clear so people can see your face. It doesn’t have to be a professional headshot, but one that represents your personality, and is welcoming and open. Don’t use a persona or leave it empty.
- Headline - Make this more than your job title, make it about what you can do for them, what makes you unique? Use keywords.
- Summary - this is your elevator pitch. What do you want to do, and what problems do you solve. You can use numbers and outline a few core skills and achievements. Tell a story.
- Recommendations and Endorsements - this may seem irrelevant if you have a business page. But people will still want to know about you, as part of your business. They’ll want to know about your superpowers. Get your connections to endorse you, and write about what you did for them, even previous and current team members. Be proactive with this, and share the love by endorsing and recommending them in return.
- Personal message for your invitation to connect - I can’t tell you the number of people I ignore when they approach me with the standard connect message - ESPECIALLY when I don’t know them. If you are reaching out to someone you’ve never met before, because you like what they have to say, or you have something to offer them - you better be convincing about the benefits of or reasons for connection with you.
- No content to share - connections are made on common ground - in the real world, and in LinkedIn land. We’ll talk about this a bit more, but curated content - especially around your business, that offers value to those that connect with you - is a must-do.
Business Page - although there are some similarities in the way you approach your business page - there are also some differences. These are the key elements that are the difference and your focus:
- As above with your member profile, make sure all your main elements are strong and in line with your brand and company culture.
- Like the member header image (see above) - I just changed it up a little and added a team image. But I just wanted to demonstrate the correlation between brand recognition and first impression, and how simple it can be to have a custom image that screams brand and consistency.
- Profile Pic - some experts say don’t use a logo or brand icon here, some disagree. If you’re a sole trader or a small team of 2 or 3 a group headshot will work, but more than that it will just get lost in translation, as the profile pic is displayed on your posts and comments - its a case of size matters here, and your logo may even need some love for this task.
- About Us - this should be compelling; that is help people see the value of your business and your conveyancing services. Who are you? Where do you operate - your specialised area? Include unique offers and aspects of your service, values, and who they contact, and do it in the voice of your brand.
- Complete Every Section in the overview - this is not optional. Plus companies with complete profiles get 30% more views.
- Keywords - these will attract the attention of your targeted audience
- Features - use the LinkedIn features - that’s what they are for, to promote and engage with your audience.
- Join Groups - to build authority and community within the conveyancing industry, and with adjacent support industries - such as real estate businesses for networking.
- Follow - other authorities and industry bodies in the industry - and the same on your member profile. This gives your followers and network access to the same level of expertise that you want to promote.
- Cross Promote - with your other online socials. Where appropriate.
- Showcase - your team members, and allow them to create, post and share business content and engage in the conversations. Advocacy is a wonderful thing.
Optimising Your Company Page Rank for Searches
Linkedin Company Pages rank on search engines, just as other socials and websites do, so making sure that your page is SEO optimised is important.
Here’s how to make the most of it - these are the main 6 factors that will impact your rank for search engines.
Conveyancing Content for LinkedIn
Like I said above - Tiktok for dancing - this here is business. The same social posts you use on Facebook and Instagram may not work here. Some experts go as far as to say that short posts are often overlooked, as unimportant - just there to fill the feed.
25% are senior-level influencers or experts in their field, and approximately 10 million are classified as C-Level execs.
You should remember that when thinking about your content strategy for LinkedIn. Most members - including professionals- are about education, finding out what you do, and seeing how authoritative you are before they think about working with you.
Outside of that - you still prepare your content strategy the way you do across your marketing on other platforms and channels.
- Define your goals
- Know your audience
- Develop content to fits their needs.
Types of Conveyancing Content
This is where LinkedIn shines - it’s unique, as it doesn’t work across the other social channels. It’s also important to know that only 1% of members produce long-form content, so this is your chance to sound off and get noticed. Sure, it’s more of a challenge to produce long-form content - but if that’s what LinkedIn members want, that’s what you should be creating.
If you are a regular blogger, you’ll have plenty of content to repurpose. And remember it works best if you are publishing original content. With less noise and more focus - your content stays around for much longer on LinkedIn than on other platforms.
LinkedIn offers a Content Suggestions tool, that recommends topics and content your audience is engaging with. See the Content Suggestion along the top menu, and apply the filters as they apply to your audience.
You can also save your work - so you can walk away, regroup and come back to it with fresh eyes. Get into this habit, especially if you don’t have time to produce it in one hit, and it’s great to come back with fresh eyes, it’s a common modus operandi for writers.
Post function - Linkedin recommends keeping your long-form posts between 500 and 1000 words. It also allows for embedding images, and links and you can pull a quote from it to create a text-rich experience that resembles a blog entry over a typical post.
You’ll need to monitor responses - see which subjects or opinions resonate with our conveyancing network and followers. Perhaps there are comments that can inspire you for your next post.
Thought leadership should be guided by what issues and subjects your connections are talking about.
LinkedIn Publishing/Articles for Pages - has been around for a while now on Business Pages. To create articles this way on your company page, here’s a great how-to guide. Whoever is publishing must have one of the following roles:
- Content Admin - permissions are to create and manage page updates, events, stories and jobs, plus boost an update.
- Super Admin - unlimited access to all features and permissions for the company page.
Articles with titles between 40 and 49 characters perform the best on LinkedIn.
Repurposing Blogs - sure original content is king, but there’s no harm in repurposing useful content, especially if it’s original. Take an excerpt from a conveyancing blog that’s had great traffic, update it, personalise it, and then publish it on LinkedIn. Ensure that you link back to the original content for SEO.
Newsletters - select pages can send you long-form content directly to followers' inboxes. There are criteria to meet to benefit from this function, that this article from SEJ can walk you through, and show you how to use.
Page Status Updates without Links - do it just to share, without wanting anything. Publish PDFs or Powerpoint/Slide presentations to share educational and informative content with your followers and audience.
Media - Image and Video
LinkedIn’s data shows that images result in 2x the increase in comments, and experts recommend even trying collages or collections of images - up to 8 - in a single post. Make sure that one of the key images is at the top of the post.
Use high-quality images, and think about joining some of the free stock photo sites, unless you can take great photos yourself, or have a photographer on call.
Use compelling images that align with your post message, and think about statistics and text that enhance the image. There is a slew of great graphic creation platforms, including Canva.
Video, Video, Video
The age group with the most amount of LinkedIn users is between 25 and 34 years - they account for 59.1% of the total memberships on the platform. This is also the age group that consumes the most video. Aren’t they also a good slice of the demographics for first home buyers?
Also, be aware that LinkedIn ‘native’ videos are more successful. Videos that are embedded from YouTube and Vimeo, still work - but natives rank better within the platform.
Hootsuite commits a whole article to LinkedIn video specifications and requirements for best practice, which also includes a cool how-to guide for video from your mobile device.
Short Form Video
Short-form videos are approximately 30 seconds to 2 minutes long.
Some of the benefits of short-form videos are that they are memorable, can promote higher engagement, and are beneficial to your SEO. Oh, and they increase email engagement.
You should consider creating and sharing short-form videos for the following:
- Customer testimonials - aka social proof
- Teasers - perhaps about a record transaction of the area/suburb/team.
- Team highlights and intros
- Mini explainer videos - perhaps around conveyancing terms and documentation
- Behind the scenes - everyone loves a sneak peek (see Teasers)
- User-generated content (UGC) - share your clients or other staff member clips - let them promote your firm and your work.
- Promotions of case studies (see Teasers)
Long Form Video
Native, long form videos can be from 3 to 10 minutes long, and the benefits are more or less the same as short-form videos. Video ranks.
So let's dive right in, and see what types of videos you should consider:
- Case studies
- Interviews - with happy clients (like a combination of case study and testimonial). What about interviews with senior staff and the team? Highlight experience, expertise and why your team is the best team.
- Share company news and updates
- Explainer videos - we’ve said it before and we’ll say it again - these can be the clincher for customers. 85% of users say they are more likely to buy or commit after seeing an explainer video - for products and services.
LinkedIn Ads - A Quick Overview
When you use LinkedIn ads, you are literally guaranteed that you're hitting your target audience if you follow their best practices for ad specs, your business page and any myriad of expert tips and tricks available.
With such an opportunity in the space for conveyancer network and marketing, I’d surmise that you will actually hit the bullseye more often than not.
So, before baulking at using the platform for paid advertising, consider the following. Of the platforms 830 million members 4 in 5 have the power to make impactful decisions, and those folks also have 2x the purchasing power of typical online audiences.
They have so many variations of ads, there has to be one to suit everybody.
Sponsored Content (Native Ads) - show up directly in your audiences’ feed, across all devices. They are labelled and promoted to distinguish them from regular feed content. Plus you get to choose between carousel ads, a single image or video ads.
Sponsored Messaging - goes straight to a Linkedin member's inbox. It’s capped by how many ads per month members receive.
Text Ads - appear along the top and left-hand side of the feed on desktops, and are budget-friendly.
Dynamic Ads - run in the right rail of the news feed, and speak directly to audiences via personalisation; their own photos, employers names and job titles are reflected back to them. Members have the ability to change the settings.
Recruitment on LinkedIn
Okay, so recruitment technically isn't about marketing - it's more about networking, but we'd be amiss if we didn't actually tell you about it. This could be another benefit of your networking - and marketing - on the platform.
Even in the digital landscape, the old job hunting adage resonates - it's not what you know, it's who you know.
You're out there, marketing your expertise and brand and people are seeing it, and that's a great way to attract talent. Be where your next team members are, and look great while you're there!
LinkedIn does have paid job ads with features and pretty sophisticated algorithms to source amazing candidates for an advertised role, but you can also capture the attention of passive candidates by sharing jobs on your business page, through your networks and groups, and on your own profile.
This is also where showcasing and highlighting your team members and testimonials can assist. If your followers and audience are seeing the value you place in your staff, your conveyancing clients and your work, your firm will be a desirable team to work with.
It's a win-win, right? Networking and targeted marketing will do nothing but strengthen your conveyancing firms' brand awareness, and expertise.
We believe LinkedIn is a valuable part of your conveyancer marketing arsenal - whether you engage in the paid features of the platform - or not!
Professionals being more productive and successful. So, I ask again - that's you, right?
- If you don’t think LinkedIn Premium is worth it, you may want to take a look at this article.
- Clio has a great article on LinkedIn profile tips for legal types.
- Still not convinced that LinkedIn will work for your B2C marketing - maybe this little gem from Hubspot will help.
- This article will help you think about logos and headshots etc, as it outlines display sizes across all social media platforms.
- Hubspot has an awesome blog on how to work with and manage your Linkedin company page.
- LinkedIn offers insight into personal profile vs business page.
- LinkedIn statistics across the board are bought to you by Omnicore.
- Long-form content guide as recommended by Marketers for Linkedin.
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