Getting the most from LinkedIn
LinkedIn is where professional services reputations are actually built, and most firms are using a fraction of what it can do. This workshop covers the firm account and the fee-earner profiles together, because in this sector the individuals outperform the brand and the strategy has to account for that.
All sessions open with delegates sharing their biggest challenges, exercises to apply knowledge to delegates’ firms and a closing clinic for specific questions.
All digital marketing sessions cover what can and cannot go into a public AI tool, the difference between consumer and enterprise tiers, why client and matter details must not be pasted into a general model, and what a sensible firm level position looks like. Every session now recommends tools that make this easy to get wrong. Delegates leave with something they can take to their risk or compliance lead.
What you will learn
By the end of this workshop you will be able to:
– Build a profile that positions you and your firm as credible experts.
– Create content the algorithm rewards and your audience values.
– Support fee-earners to grow their personal brands authentically, and get them to take part.
– Run an engagement routine that builds relationships rather than just likes.
– Read LinkedIn analytics to refine what you post.
– Use AI to draft content and produce on brand graphics, carousels and simple video, without losing the voice that LinkedIn rewards.
What you will take away
– A profile audit guide.
– A content planning approach you can apply the next day.
– A short list of AI prompts and tools that produce usable output rather than obvious filler.
Tools and platforms covered
LinkedIn’s own Campaign Manager and Sales Navigator, including Thought Leader Ads, which promote a fee earner’s own post rather than the firm page and consistently do better in this sector.
Passle for fee earner thought leadership.
Taplio and Shield for the personal brand analytics LinkedIn does not give you natively.
For content production, Canva and Adobe Express for graphics and carousels, and Descript or Opus Clip for turning one recorded interview into several usable posts, which is the realistic route to fee-earner video.
Why PM Forum training?
PM Forum workshops are designed and delivered by qualified and experienced
MBD professionals who:
- – are subject matter experts in strategy, marketing, business development, selling, client relationship management, digital technologies and interpersonal skills who – through ongoing practice – are familiar with the latest developments
- – understand the nature of professional services marketing at large corporate firms and smaller partnerships across law, accountancy, property and consultancy in a variety of client markets
- – have substantial experience working with both senior and junior fee-earners and MBD professionals
- – possess psychology credentials and/or years of experience in learning and development to ensure an optimum learning experience
- – regularly talk to CMOs and management leaders to keep abreast of the emerging needs of their teams
Delegates receive a productive learning experience because:
- – There is a balance between knowledge transfer and active learning through interactive discussion and group exercises (sessions are not recorded to promote openness)
- – Training is experiential – idea sharing, networking and collaboration are encouraged
- – Progressive – sessions are graded for beginner, intermediate and advanced levels
- – Whilst platform-independent, sessions signpost systems and technologies used most often by professional services firms
- – As well as copies of course materials, delegates receive work sheets and supplementary resources with guidance for further learning (including other PM Forum events) and application
- – Course leaders are experienced coaches who understand and promote career development
- – Certificates of completion are issued for use in Continuing Professional Development (CPD)
- – Dialogue can continue after training through members-only LinkedIn communities
- – Participation is restricted to PM Forum members
Cancellations/Substitutions
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
Speaker
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Chloe ChristineTBD MarketingChloe is brilliant at delving into the heart of website data, social media data, SEO and pay-per-click data – taking them apart and crunching them to provide clients with richly detailed information on how their various digital presences are performing, and how to improve these. She is also the founder of her own digital marketing agency.
