Many business immigration lawyers who create content on LinkedIn, on their law firm’s website blog or anywhere else, think that they have to write what’s called “B2B” content – content focused on a company as the end user. And this makes sense, since business immigration lawyers often work with companies as their clients, not individuals looking to bring their spouse or grandparents to the US.
But one thing that a lot of these lawyers forget is that even if their client is a company or corporate entity, they are still working with a person at the end of the day, and will be solving the problems of an immigration manager or hiring coordinator or CEO. And so their content should reflect this idea!
It’s important to remember that the power of LinkedIn is in treating clients as people–corporate, employment-related, B2B, or not!
Why business immigration lawyers need to reconsider the importance of B2B content?
When it comes to focusing on B2B clients or B2C clients, the same fact remains: content is king. Knowing your market is definitely important, too! Overall, I think it makes perfect sense to market family immigration services on Facebook or Instagram (or even TikTok if you’re very social media savvy) and keep your employment and/or investor immigration services and issues on LinkedIn instead.
But when it comes to the content itself, I think it’s important not to think of LinkedIn and Facebook as separate issues. For content creation, I think both LinkedIn and Facebook work exactly the same way. The content that you are using on LinkedIn, at its core, is about building relationships and making connections just as much as the B2C content that you are creating and uploading onto Facebook (or other social media platforms.)
Business immigration lawyers need content “B2C” content, even for business clients
Why is that?
Because when you are putting out B2B content, you are still solving something for a human being. While it might not seem that way compared to, say, family immigration law, this is still about providing the humans that are working at corporates and trying to solve immigration problems with viable solutions.
For example, think of a CEO of a small consulting firm trying to grow their business by hiring more H-1B workers. They will need an immigration professional or firm that can handle processing, say, between 5 and 30 H-1Bs who will still have a high-touch service model.
Sure, it’s a “B2B” client in the sense that you as an immigration lawyer are working with a consulting firm – a company. But on a day-to-day level, you’re working with a person, whether the CEO or someone who works with them who handles hiring and immigration matters. Your content should reflect the fact that you are solving for that person’s problems, not the problems of the corporate entity.
Another example of this is an in-house HR specialist who is overwhelmed with compliance and documentation. Sure they might work at a large corporate entity, but they challenge are personal. As an immigration lawyer creating content, you need to remember to focus on that person’s challenges and how you can help them.
Immigration professionals need to remember that corporate problems are still people problems!
Both of those examples show why immigration professionals need to think about the human side of LinkedIn. Yes, these are absolutely corporate problems, but it is PEOPLE who are experiencing these problems at the end of the day. This means that you as a service provider need your LinkedIn content to talk to those PEOPLE, and not just focus on the companies as a whole.
So when you’re thinking about your LinkedIn content, think about business problems, but focus on the people behind the problems. Make sure that you know your audience and that your posts are talking to the people solving these B2B work problems and your audience will appreciate it!
