There is some old wisdom in the legal profession that marketing a law firm is somehow improper, unethical, or unprofessional. Sometimes, old wisdom can be a cue to some deep truths. In this case, not so. This is just another example of how the legal profession is outpacing traditional legal culture.
If you are a lawyer, chances are you have a LinkedIn account. According to a 2016 ABA survey, more than 93% of lawyers use LinkedIn. In this industry, that number makes sense -- lawyers are used to networking and the no-nonsense, straight-forward way that LinkedIn operates is intuitive for the legal profession. Although most lawyers are on LinkedIn, they are generally not taking advantage of this network as a marketing tool.
As a business owner and a lawyer, you already know: law firms are different from other small businesses, and law firms that provide estate planning and transactional services are different from all other legal service providers. Being different means you need to have a specialized marketing strategy designed to attract the right clients.