There are so many channels you can use to get in front of your clients. But choice can also be overwhelming and lead to analysis paralysis or total standstill. That is why I like to recommend Linkedin to ambitious attorneys, auditors and tax advisors who want to raise their visibility fast.
However, PR and blogs (hello Google) for that matter are not dead. So am I saying that you HAVE to be big on Linkedin and do PR and blog?
Well, what I said is: As an expert in law, audit, or tax you have to POSITION yourself as:
- the expert for
- a specific problem
- your ideal clients have.
Once you have clarity on your expert positioning the work is not done. You have to communicate it.
Linkedin is a great channel to communicate your expertise because you can easily do this on your own. You won’t need to get anyone’s permission and don’t depend on intermediaries. The only gatekeeper is the Linkedin algorithm.
Doing PR takes much more time. Unfortunately, being featured once is not enough. For consistent results, you will need a good strategy to convince the gatekeepers: journalists in charge.
Do you need both?
Let’s put it this way: If you do both you’ll be well on your way to become the most reputable expert in your industry. That said, it depends on your goals and firm.
Not every expert wants to be „famous“ and not every firm expects you to bring in clients (at least, that’s what they say). If you don’t want to become a practice head or partner, doing biweekly posts on Linkedin is enough.
However, most peers won’t even do that. All the better, as it makes it easier for you to stand out.
What is your take on this? Let me know on Linkedin