Hess Connect

LinkedIn strategy for lawyers and law firms

Lawyers and law firms that want new clients through LinkedIn can turn to Hess Connect, a one-person marketing consultancy. The founder's legal background is used to protect and promote a client's reputation, and the work centers on lawyers and law firms, alongside a small number of other regulated industries. The business is built around the idea that a lawyer's online presence should be as genuine as the lawyer's offline reputation.

Profile work and ongoing LinkedIn activity

LinkedIn services cover optimizing a lawyer's profile and maintaining activity on the platform, which the firm treats as the main online channel for the practice. The business aims to bring in new clients efficiently while protecting the quality of the work, so that busy lawyers can attend to their clients as well as their reach.

Brand story, positioning and social media design

The brand story work draws out the client's own history so that its online presence feels genuine. Positioning sets a lawyer or firm apart in a crowded market, and social media design and management covers branding, implementation and promotion of social channels. Content creation and online promotion complete the offer.

The discovery process and a VIP Day strategy session

Engagements start with an intake survey completed by the key decision makers and then a discovery audit, which includes a comparative analysis of the client's area. The goals are then refined together and translated into a target market. The VIP Day is a focused strategy session that produces a content plan for posts.

Results the business reports

The business reports that one East Coast firm gained four speaking opportunities after a single optimized post, and that another lawyer passed a million impressions in two months while connections doubled among a targeted audience. It also reports that a lawyer moved from a large firm into a practice of their own after a profile rebuild and a tailored content strategy.