Stop changing your LinkedIn advertising every quarter – because when you’ve got something that works, you keep running it. The evidence shows 4 out of 5 new campaigns perform worse than established ones. Let us show you what actually delivers results for law firms.
The Fundamental Mistake
Most law firms approach LinkedIn like it’s some magical B2B platform. That’s completely backwards. LinkedIn is just another media channel – and the same effectiveness principles apply here as anywhere else.
Let me show you what actually matters:
Excess Share of Voice
Here’s the most important scientific principle in advertising – we’ve known this for 30 years. If you want to grow your law firm, you need excess share of voice. That means:
- Spending above your market share
- Maintaining consistent presence
- Building mental availability
But here’s the catch – most law firms underspend on LinkedIn and wonder why it doesn’t work.
The Long and the Short of It
This is the great theory of modern advertising, and it applies perfectly to LinkedIn:
Long-term Brand Building (60%)
- Building mental availability
- Creating emotional connections
- Establishing expertise
- Developing trust
Short-term Activation (40%)
- Lead generation
- Event promotion
- Direct response
- Immediate opportunities
Media Neutrality
Stop treating LinkedIn as special. Be media neutral. Look at all channels the same way and get your strategy sorted before you make media choices. Remember: Two media working together are almost always better than one on its own.
The Creative Multiplier
Creative quality is a massive multiplier on effectiveness. But here’s what most firms get wrong:
What Doesn’t Work:
- Generic corporate posts
- Constant service promotion
- Random thought leadership
- Disconnected tactical posts
What Actually Works:
- Consistent brand codes
- Emotional storytelling
- Clear positioning
- Proper frequency
Implementation That Delivers
When we implement LinkedIn for law firms:
- Strategic Foundation
- Clear objectives
- Proper targeting
- Realistic budgets
- Measurable outcomes
- Content Strategy
- Brand-building content (60%)
- Activation content (40%)
- Consistent brand codes
- Clear messaging hierarchy
- Campaign Structure
- Practice area focus
- Geographic targeting
- Audience segmentation
- Proper frequency
- Measurement Framework
- Brand metrics
- Consideration levels
- Client acquisition
- Revenue impact
Making the Business Case
When you present this to the finance team, they get it. Show them:
- Excess share of voice principles
- Long-term brand effects
- Short-term activation results
- Clear ROI metrics
The Choice
You can either:
- Keep throwing money at tactical LinkedIn posts
- Try to figure it out yourself
- Apply proven effectiveness principles
Because here’s the truth: If your LinkedIn activity isn’t driving real business results, it’s likely you haven’t a strategy.