In this episode of the Pareto Legal Podcast, Bo Royal sits down with Tony Albrecht, founder of Linked Legal, to break down how lawyers can build real influence, and generate consistent referrals, on LinkedIn without turning it into a full-time job. Tony works directly with personal injury attorneys and law firm owners to craft authentic, effective LinkedIn strategies that actually convert. Whether you’re just getting started or posting daily, his insights help firms go from invisible to indispensable.

Educational Marketing & Content Strategy

Most lawyers overthink LinkedIn. It’s not about high-volume output or viral videos, it’s about reshaping what you already know into something useful.

  • Insights are everywhere: You already say smart, client-relevant things every day. Capture them. A 10-minute voice memo after a call can become 2–3 quality posts.
  • Make the story the headline: Don’t just post the win, lead with what made the case meaningful. Make the result the punchline, not the headline.
  • Perfection kills momentum: Sharing an in-progress lesson beats waiting to hit a milestone. Process builds connection.

“You already have the content, you just need a system to get it out of your head and into the feed.”

Positioning & Differentiation

To earn referrals, people have to remember you. That doesn’t require being loud, it requires being clear, consistent, and human.

  • Consistency > Virality: Lawyers like Darrell Champion and Brian Glass win on LinkedIn because they show up often, as themselves, not through polish, but presence.
  • Generosity builds gravity: Commenting, DMing, and sharing others’ content creates more long-term visibility than cold outreach.
  • Claim your territory: Tony recommends using a “brand pyramid”:
    • Topics you want to be known for
    • Perspective that makes you different
    • Position you want to own in the market

“You’re not building an audience. You’re building memory.”

Client Intake & Conversion Approach

LinkedIn isn’t a megaphone. It’s a coffee shop. If your posts are solid but your engagement is weak, you’re missing the point.

  • DMs > Views: Conversations beat impressions. Some of the best case referrals start in the comments section.
  • Tony’s 1–5–10 Framework (≈1 hour/week):
    • 1 story-driven post
    • 5 helpful or generous DMs
    • 10 substantive comments
  • Credibility is a compounding asset: When people know who you are before they need you, you become the obvious choice when they do.

“Content is the proof. Conversations are close.”

Digital Marketing Tactics

Tony’s advice: Don’t obsess over format. Focus on clarity, honesty, and usefulness.

  • Text, video, carousels, all work, if they say something real
  • LinkedIn is tightening reach for personal posts that feel like Facebook, but stories still perform if they’re tied to a professional insight
  • Paid content can extend reach: While Tony focuses on organic, Bo notes that boosting high-performing posts can be smart when targeting referral-heavy networks

🤝 Relationship Building & Retention

Don’t try to do it all yourself, but don’t fully outsource your voice either.

  • Ghostwriting can help, but the core ideas need to come from you. Start with voice notes, bullet points, or client stories, then let someone shape it.
  • Fix your feed first: If LinkedIn feels boring, it’s because your algorithm is trained wrong. Start engaging with content you actually enjoy.
  • Signal > Noise: One clear, insightful post a week can outperform daily filler, especially as AI content floods the platform.

Final Takeaways

Lawyers don’t need to be influencers to win on LinkedIn. You just need to be visible, helpful, and consistent.

  • Use the stories and conversations you’re already having, just reshape them for LinkedIn
  • Focus more on engagement than impressions
  • A single post per week, plus 15–20 minutes of real interaction, can keep you top-of-mind in your network

Want help turning your legal expertise into content that connects?
Pareto Legal can help you build a referral engine through thought leadership, without making LinkedIn your second job. 👉 Let’s talk strategy