It goes without saying that LinkedIn continues to be one of the most powerful platforms for business marketing. However, as LinkedIn evolves, so too must the ways we use it. Today, LinkedIn isn’t just about networking; it’s about building communities, sharing knowledge, and establishing a professional brand. Whether you’re looking to connect with peers or grow your legal practice, LinkedIn Groups remain a vital tool, especially for lawyers navigating an increasingly digital world.

Here’s how you can get the most from LinkedIn Groups in 2024.

1. Research Before You Join: Quality Over Quantity

LinkedIn Groups have shifted in recent years, with many becoming more focused on niche interests. This makes it even more crucial to do your homework. Look for groups with active engagement, a range of perspectives, and regular discussions on topics you’re passionate about. Check for member participation, the quality of shared content, and whether it aligns with your goals. It’s better to join a few highly active groups than to spread yourself too thin across inactive ones.

2. Balance Promotion with Value-Driven Engagement

While promoting your legal services is important, the landscape will be increasingly focused on thought leadership and value-driven conversations. LinkedIn’s algorithms favour content that sparks discussion and drives engagement. Rather than immediately promoting your services, share insights, answer questions, and provide meaningful commentary on current legal issues. The aim should be to position yourself as an expert first, then naturally introduce self-promotion when it’s appropriate.

3. Utilise LinkedIn’s Enhanced Group Features

LinkedIn has been updating its group features, making them more interactive and easier to navigate. Take advantage of new tools like video posts, polls, and events within groups. Hosting or participating in virtual events and webinars within the group can also increase your visibility. Engage with posts by reacting to comments and sharing multimedia content to showcase your expertise.

4. Choose Groups That Encourage Growth, Not Just Comfort

While it’s tempting to stay within your comfort zone, use LinkedIn Groups to broaden your knowledge. In 2025, legal professionals are increasingly expected to understand wider business contexts, including technology, AI in law, and digital transformation. Joining groups outside of law—focused on emerging tech, for instance—can help you stay ahead of trends and offer value-added insights to clients. Think of it as professional development through networking.

5. Approach Networking Like Building Relationships, Not Transactions

Today’s LinkedIn Groups are not just about networking—they’re about building relationships over time. Treat each group as a long-term opportunity to develop meaningful connections. Comment on others’ posts, share relevant articles or insights, and consider mentoring newer members. When you’ve built trust within the group, your contributions will carry more weight, and promoting your services will feel more natural.

6. Don’t Overlook AI and Automation Tools

AI tools such as ChatGPT are becoming essential for content creation, even within LinkedIn Groups. Automating repetitive tasks, like drafting discussion starters or engagement posts, can free up time for more strategic interactions. However, a word of caution—never share confidential information or sensitive client content when using AI tools to craft LinkedIn posts or group discussions.

7. Measure the ROI of Your LinkedIn Group Engagement

LinkedIn now offers improved insights into post performance and engagement within groups. You can track how your contributions are resonating with members by monitoring likes, comments, and interactions. Use these metrics to assess whether your time in a group is leading to meaningful connections or potential business opportunities.

Need help?
If you would like help with your marketing, then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK, and Europe, as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.