Hundreds of millions of businesspeople use LinkedIn daily, not only to forge connections and nurture relationships, but also to search, assess, and choose reliable professionals. Understanding how best to use LinkedIn will give you an edge in tapping into LinkedIn’s remarkable power to promote and connect your expertise.
There are many books on LinkedIn that focus on "what to do," but not on the strategy of "why and how” to make LinkedIn a pivotal tool in the professional’ marketing toolbox. Many "what to do," books are almost immediately are out of synch with the latest iteration of LinkedIn before they are even published. And with the latest changes to the LinkedIn user interface in March 2017, this book is up-to-date and relevant while the others are teaching what to do with the old interface.
What remains constant, however, is the way each law firm, and for that matter, any sort of professional practice, expresses "why you do what you do" and "how well others say you do it." This book is not intended to guide the reader in what-to-put-where on LinkedIn; it is a guide to thinking about LinkedIn in a new way including, as a power tool in the individual's personal marketing profile for expressing his/her own brand, aligning your profile with the other profiles of the members of the firm, in their own words, and all of which reflect on the company profile of your firm (and you must have a company profile page, no matter the size of the firm) as a summation of the brand marketing of the firm plus its members.
The concepts in the book would remain timeless enough to become a reference guide for the reader, even as new situations arise and need to be expressed properly, for best marketing effect.
LinkedIn™ Marketing Techniques for Law and Professional Practices, based on actual experiences, covers each section of the LinkedIn biography page, and is broken into short segments to maximize accessibility and learning. It offers clear guidance, based on proven methods, to make each section work to greatest effect, while also providing long-term marketing techniques and personal branding concepts. It teaches you the essential skill of developing a distinctive brand within your LinkedIn profile, and adds a special focus, for attorneys and other professionals, on ethics and industry compliance guidelines.
Author Marc W. Halpert is a “multi-preneur,” having started three companies, all of which he continues to operate. His latest business, connect2collaborate, spreads his LinkedIn and networking evangelism worldwide, to train and coach others to better explain their branding and positioning through their LinkedIn profile pages.
Praise for LinkedIn™ Marketing Techniques for Law and Professional Practices
“At times it seems like anyone who knows how to log on to LinkedIn, change their password, and upload a photo, puts out a shingle declaring that they are a “LinkedIn Expert.” Marc W. Halpert is not a LinkedIn expert, he is THE LinkedIn expert to whom you want to turn when you need to get the most out of your LinkedIn presence. Why? For virtually no money at all, you can build a lucrative business, but only if you know how. Mr. Halpert tells you how! As a recruiter and career counselor, my approach to LinkedIn is to attract employers, not clients or customers. That is the reason I especially recommend the first chapter, on branding, which is key to your success on LinkedIn. After all, no one hires or works with a “best kept secret.” As I like to say, sometimes it is better to be hunted than the hunter!”
--Bruce A. Hurwitz Ph.D., Hurwitz Strategic Staffing, author of “The 21st Century Job Search”
“Everything you need to know and more about to market your business through LinkedIn is in this easy to read and chock full of information book written by Marc Halpert. Marc is a genius when it comes to the techniques and strategies on how to simply implement the tools needed to position yourself as a pro using professional ‘social media’ through LinkedIn. Marc shows you step by step how to incorporate every critical point into your marketing plan. You will come back to this book over and over again as a “must have” reference. Excellent and informative read with brilliant information on every page!
Marc Halpert is THE Go To Pro!"
---Andrea Nierenberg, Nierenberg Consulting Group
"I have had the pleasure of co-presenting with Marc on the topic of LinkedIn. As I read through the excellent tips he provided, I could hear his no-nonsense approach come through. He always tells it like it is! The strategies presented are solid and will provide you with tips for improving the profile while simultaneously giving you the reasons for branding yourself on LinkedIn. Anyone thinking of doing business with you will likely Google your name and your LinkedIn profile will appear on page one of those search results. It's critical that you control this narrative AND learn how to make the most of this tool for business development."
--Maria Semple, The Prospect Finder LLC, author of Magnify Your Business
"This book is highly informative, providing information about how to maximize LinkedIn as well as why LinkedIn is such a critical tool for today's professionals. Marc carefully explains each section of LinkedIn and discusses how to best approach and maximize one's time and energy. I recommend this for all attorneys and other professionals working in service-related industries!"
--Janet Granger, author of Digital Influence for Baby Boomers
“LinkedIn is a hugely powerful, global network of business professionals. When used properly, it can propel your career and your business in ways most people can't fathom. Marc's new book, is quintessential Marc: succinct, easy to understand with the specific techniques you will learn framed underneath the big ideas you need to understand first. While “LinkedInTM Marketing Techniques for Law and Professional Practices” has specific and highly useful tips and techniques, it can provide excellent value for anyone who wants to use LinkedIn to build their business and enhance their career. Marc Halpert, can and does. He has built a thriving business that helps business professionals and companies used LinkedIn to find jobs they would have never found, attract new clients, source top talent, promote new ideas and products and much more.”
--Mark Monchek, Chief Opportunity Officer, Opportunity Lab, and author of “Culture of Opportunity: How to Grow Your Business in an Age of Disruption”
"Having written several career books for lawyers and legal professionals over the years, I know many of the rules business people take for granted have to be rethought when applied to members of our profession. That's especially true of LinkedIn and other social media venues. There are a lot of things nonlawyers can do to market and promote themselves online that could get us sued, sanctioned or disbarred if we attempted them. In this book Marc Halpert has done an amazing job of helping lawyers understand not only what social media can do for them, but how to use these tools in an effective, professional and ethical manner. If you are a lawyer or legal professional, read this before you read anything else about LinkedIn and social media marketing."
-- Cliff Ennico, attorney and author of “Partner Track,” “The Legal Job Interview,” and “The Crowdfunding Handbook”