Spoiler alert: if you’re reading this blog, you probably know the answer to this question already. As Social Media Consultants, we’ve long been going on about the power of LinkedIn, and what it can do for your professional services firm. We have seen law firms, accountancy firms and financial services companies up their LinkedIn game and as a result reap the benefits for their business.
Is LinkedIn for you?
Before we go any further, let’s do a little quiz to see whether LinkedIn is indeed a good fit for you!
How many of these statements apply to your firm?
- You operate (albeit not exclusively) in the B2B space
- You would like to increase awareness of your brand
- You would like more clients, or clients of a different profile
- You know what you’re talking about and offer a quality service
- You have some financial or time resources available
The more statements you agreed with, the more compelling the reason is for you to increase your LinkedIn efforts.
Changing customer behaviour
These days, customers expect legitimate firms to have a digital presence – and that includes, amongst many other things – a professional-looking, regularly updated company page on LinkedIn. Customers shop around to make an informed decision as to which firm to approach and encounter a number of different touch points along their customer journey. This is of particular importance for professional services firms as their clients usually have to use their services, rather than choose to. Add to this the fact that professional services firms usually offer a similar service to that of their competitors, and therefore rarely have a true USP.
Typical touch points are made up of a mixture of digital points of contact such as visiting your website, scrolling through your social media, and checking out the reviews on your Google my Business profile. Traditionally, this would have been supported by your offline marketing activities such as seeing an ad in a local paper, walking past your office and meeting a member of staff at a networking event, but since the pandemic struck, the majority of offline marketing has shifted online. As a result, a firm’s digital presence has never been more important and it will continue be even as normal life resumes, because the expectation has now been set.
What are the benefits?
As much as we’d love to tell you that you’re going to get a huge influx of new clients as a result of getting more involved with LinkedIn, it is unfortunately not as straight forward as that. Whilst it’s easy to track metrics such as likes and engagement to establish if you’re on the right track, LinkedIn as a tactic alone is unlikely to generate new business; rather, it should be viewed as one part of the overall marketing efforts.
Even if firms do ask clients how they heard about them (which doesn’t happen enough), they themselves might not be able to pin it down to just one source – because they will have had various touch points with your firm over time which led them to contact you.
Having said that, the benefits of having a strong LinkedIn presence are real and have directly resulted in new and more work for some of our clients.
In summary, a favourable LinkedIn presence will help you:
- build brand awareness and set you apart from your competitors.
- give you a/another platform to showcase your expertise and build that all-important trust
- drive traffic to your website
- add to your ranking in search engines
- identify relevant individuals from your target customer or stakeholder audience
- recruit new staff
- market research in terms of competitor research, customer insights and industry hot topics.
So, now that we have hopefully convinced you that your professional services firm absolutely does need to be on LinkedIn, you might be wondering how to get started. We have published a range of blog articles on this topic which you can view here.
Alternatively, please give us a call on 01903 530787 or email firstname.lastname@example.org for an initial free chat.