How to build a following on your law firm’s LinkedIn company page

January 6, 2022

Part one in a two-part series

How to build a following on your law firm’s LinkedIn company page

The importance of a strong presence on LinkedIn for law firms can’t be understated. Almost anyone who has a job, is looking for a job, needs to hire someone for a job or is going to school to qualify for a job, is on LinkedIn. The career-oriented social media network boasts more than 774 million members, with over 57 million companies and thousands of job opportunities on every continent — including Antarctica

While LinkedIn is a great place for hiring and job-searching, it’s also a gold mine for law firms and lawyers who are looking to establish themselves as thought leaders and build their brands. According to SalesIntel, LinkedIn is responsible for 80% of all business-to-business (B2B) leads from social media. 

However, organically building a following via a LinkedIn company page isn’t easy. It’s much easier via personal pages, as people want to connect with people, not companies. 

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The importance of email service providers (ESPs): Why you should never send mass emails with Outlook or Gmail

July 8, 2021
The importance of email service providers (ESPs): Why you should never send mass emails with Outlook or Gmail

Email marketing is the most profitable marketing channel, garnering an ROI of $42 for every $1 spent. However, if you try to start a mass marketing email campaign through your Gmail or Outlook account, you’re going to be hampered by send limits and you could even end up having your personal email or your entire organization’s domain blacklisted (more on that in a moment).

So how do firms manage to conduct email marketing campaigns that send hundreds or thousands of emails and still hang on to their online reputation? Email marketing services or email service providers (ESPs) are third-party services that handle mass marketing email sends. ESPs take a number of measures to ensure they remain whitelisted and retain agreements with internet service providers (ISPs) that allow them to send emails in bulk. 

You might be asking yourself, “Why do I need to pay extra to send emails when that’s what I do all day, every day? Why not just send each marketing email individually from my individual email address?”

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Media exclusives: how and when to use them

July 27, 2020

Media exclusives: how and when to use them

When I was working at a television station, the first question the news director would ask after a reporter came in with a juicy story was, “Is it exclusive?”

She wanted to know if her station was the only place viewers could find the story or if they would at least be the first to break the news. In a time when just about everyone has 24/7 access to information at their fingertips, regardless of when the 5 o’clock newscast airs, media outlets are looking for any edge they can get over their competitors.

For PR purposes, exclusives can help you squeeze all of the “juice” you can get out of a story and make sure it’s placed with an outlet that will give it the coverage you think it deserves.

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Who does what in the newsroom? A guide to media roles

July 13, 2020

Who does what in the newsroom? A guide to media roles

Pitching to the right person at a media outlet can make the difference between having your company make the front page or helplessly watching it slip through the cracks of someone’s inbox. Even small newsrooms exchange thousands of emails every day, and a fraction of the staff is tasked with screening and collecting stories to go to broadcast, print or online. 

You must stand out and connect with the gatekeepers to enjoy the benefits of media coverage.

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About the Author
Kevin Beaugrand

Kevin is a multimedia specialist whose eclectic professional experience has prepared him for the rapidly evolving world of communications.

Read my full bio or connect with me on LinkedIn.

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