Small Law Firms

LinkedIn Mastery For Lawyers: 5 Simple Strategies To Elevate Your Brand And Build Engagement

Even small, consistent efforts can make a big difference.

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linkedin-logoWhen I first ventured onto LinkedIn in 2007, I could already see its potential as a game-changer for professional networking and business development. Fast forward to today, and LinkedIn has become an indispensable tool for lawyers looking to build their brand and connect with clients. Yet, many attorneys are either unsure how to get started or struggle to maintain consistency.

The truth is, LinkedIn doesn’t have to be daunting. By using just a handful of simple posting strategies, you can maximize your visibility, showcase your expertise, and stay top of mind with your network. Whether you’re new to LinkedIn or looking to refresh your approach, the following five strategies are designed to help you get real results with minimal effort.

  1. Share Content With Insights

You don’t need to create original content to have an impact. Sharing relevant articles, updates, or research from others — with your own commentary — can demonstrate your expertise and engage your audience. For example, if you’re an estate-planning attorney and new tax laws are announced, share an article about the changes and explain what it means for your audience. Tools like Google Alerts or RSS feeds can help you stay on top of trending topics. By being one of the first to comment on important news, you position yourself as a thought leader without needing to write the news yourself.

  1. Share Personal Stories With A Business Connection

People love authentic, relatable content. Sharing a personal anecdote and connecting it back to your work is a great way to build trust and show your human side. For instance, I often share stories about fishing trips with my son, tying them back to lessons in business development. One of my clients once posted about the inefficiency of using Latin in legal writing. While it seemed risky, it sparked a lively conversation with over 10,000 views and 100 comments. Even disagreements can add value by engaging your audience in thoughtful discussions.

  1. Use Polls To Engage And Inform

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LinkedIn’s poll feature is an easy way to spark engagement and gather insights. Create a poll with an interesting or provocative question related to your field. For example, I recently asked, “How effective are you at using LinkedIn to build your brand or drive business?” The responses provided valuable insights — and even inspired a follow-up post analyzing the results. Polls not only engage your audience but also help you understand their perspectives, giving you material for future content.

  1. Create Short, Informative Videos

Video content is one of the most effective ways to capture attention online. While it may seem intimidating, creating videos can be surprisingly easy. Start by listing five to 10 questions you’re frequently asked about your area of law. Answer those questions while recording yourself on smartphone or Zoom. In less than an hour, you can create enough content for weeks of posts. If you want polished results, consider hiring a professional editor or exploring user-friendly editing apps.

  1. Repost Content To Build Relationships

Reposting someone else’s content is a quick and effective way to create meaningful connections. When you find a post you resonate with, share it along with your own thoughts. Be sure to tag and thank the original poster. Not only does this create unique content for your audience, but it also strengthens your relationship with the author. To make this strategy even more effective, use LinkedIn’s notification feature (the little bell on a person’s profile) to stay updated on posts from potential clients or strategic partners. Regular engagement can open doors to conversations and collaborations.

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If you’ve been putting off LinkedIn or feeling overwhelmed by where to begin, remember this: small, consistent efforts can make a big difference. By adopting even one or two of these strategies, you’ll be well on your way to creating a LinkedIn presence that attracts clients and builds relationships. The key is to start where you’re comfortable, experiment with different approaches, and stay consistent. LinkedIn isn’t just a platform — it’s a powerful tool for taking your legal career to the next level.

Steve Fretzin is a bestselling author, host of the BE THAT LAWYER Podcast, and business development coach exclusively for attorneys. Steve has committed his career to helping lawyers learn key growth skills not currently taught in law school. His clients soon become top rainmakers and credit Steve’s program and coaching for their success. He can be reached directly by email at [email protected]. Or you can easily find him on his website at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin/. 

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