How LM&DS established itself on LinkedIn, without posting weekly

Great intentions but no social media expertise

At LM&DS Advocaten, social media was everyone’s "good intention" but consistency and strategy were missing. The firm, known for its wide-ranging legal expertise, needed a professional online presence to match their real-world reputation. Yet without clear ownership and structure, social media remained an afterthought.

In a highly competitive legal market, they were missing a chance to consistently demonstrate their expertise, attract ideal clients, and build a reputation as a top employer. 

“We felt the need to be more visible on social media, with the goal of increasing our online presence among both (potential) clients and potential employees. Given our lack of experience with professional use of social media and the limited time available, Willow seemed like the ideal partner for this.” Sven Mertens, Partner

Partners leading by example

Before partnering with Willow, their content leaned heavily into employee-related posts. While this approach helped to share the firm’s human side, it limited their strategic reach.

So, LM&DS turned to Willow to find more structure and learn about social media marketing. From day one, some of the partners—Sven, Senne, and Annelore—took an active role in the firm’s social media story. Together, with Willow’s help, they:

• Built a structured content calendar.
• Set guidelines for posting on personal LinkedIn profiles.
• Got a crash course in how the algorithm works.
• Professionalized both their company page and personal branding.

A year in, a new colleague, Nina, also joined the social media team, strengthening the firm's digital voice even more.

Up until now, they continue to meet with Willow’s social media coaches regularly to fine-tune their posts, get fresh content ideas, and stay up to date with changes in social media trends and platform features.

“Willow is a great tool, but for us, the coaching really makes the difference. Not only because of the marketing know-how we gain through it, but also because it serves as a motivator to keep thinking about new posts.” Sven Mertens, Partner

Real growth thanks to a steady commitment

Despite their demanding schedules, LM&DS pulled off what many law firms struggle with:

• 91,446 impressions over the past year — a 100% growth vs. the previous year.
• 13,488 engagements (likes, shares, comments) — up 124% since last year.
• 145 new followers — a 37% audience growth.

Even posting slightly less than once per week, the company stayed visible on LinkedIn. Individually, the partners hit between 1-2 personal posts per month, which is far better than many of their peers.

Through a smart mix of content including employee stories, legal updates, promotions, client case studies, and professional achievements, LM&DS steadily built credibility and brand recognition online. They also experimented with new formats like video and carousels to keep things fresh and engaging. And it works. People close to the company notice their efforts and appreciate the thought leadership posts they share.

Today, LM&DS has a sustainable social media rhythm that reflects their real-world excellence. They know that even when social media efforts dip, they have the knowledge, structure, and commitment to bounce back stronger.

With Willow's guidance and their own drive, LM&DS turned good intentions into lasting impact.