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Michelle Hughes : How She Made LinkedIn Work Without Paid Ads or Cold DMs
In this episode of E-Coffee with Experts, Victor Coupé chats with Michelle Hughes, Head of Digital Marketing at Midlands law firm Higgs LLP, about how a traditional law firm used LinkedIn, not paid ads, to build a people-first brand that actually connects.
Michelle shares how they rebranded from the inside out, got their lawyers posting like humans (not marketers), and made LinkedIn their most powerful channel. She also talks about using AI tools like Claude and ChatGPT to turn messy thoughts into clear stories, and why focusing on real people, not vanity metrics, makes all the difference.
If you're rebranding, growing on LinkedIn, or just tired of generic B2B content, this one's packed with real talk and smart ideas that actually work.
Get access to 250k+ link connections and build your website authority with us:
https://www.digitalwebsolutions.com/
In this episode, we discuss:
00:00 - 01:05: Why people-first still wins in a world full of AI
01:05 - 03:00: Michelle’s backstory: from design to digital marketing
03:00 - 05:10: Falling into SEO before Google was even around
05:10 - 06:55: What’s changed in marketing, and what Michelle misses
06:55 - 08:20: The evolution of SEO and why it’s overwhelming now
08:20 - 10:05: Rebranding Higgs: building a real identity, not just a logo
10:05 - 12:00: Why LinkedIn became their top growth channel
12:00 - 13:45: Getting lawyers to be human on social media
13:45 - 15:20: Storytelling vs selling, what actually works on LinkedIn
15:20 - 17:00: Can this people-first approach work outside legal?
17:00 - 18:45: Why most B2B brands fail on social media
18:45 - 21:15: The culture shift that made LinkedIn work internally
21:15 - 24:00: Using AI tools (Claude, ChatGPT) to organize ideas
24:00 - 26:20: Should you post text or video on LinkedIn?
26:20 - 29:10: What content types are crushing it right now
29:10 - 31:00: Metrics vs actual results, what really matters
31:00 - 33:10: Helping your team feel confident to post online
33:10 - 35:00: The real reason behind Higgs’ full rebrand
35:00 - 36:30: Advice to her younger, Yahoo-era marketing self
36:30 - 37:29: Final thoughts on connection, content, and consistency
https://www.linkedin.com/in/michellehughes
higgsllp.co.uk
Website: https://www.digitalwebsolutions.com/
Facebook: https://www.facebook.com/digiwebsol
Instagram: https://www.instagram.com/dws_global/
LinkedIn: [https://www.linkedin.com/company/digital-web-solutions.]
View all episodes
By Digital Web SolutionsIn this episode of E-Coffee with Experts, Victor Coupé chats with Michelle Hughes, Head of Digital Marketing at Midlands law firm Higgs LLP, about how a traditional law firm used LinkedIn, not paid ads, to build a people-first brand that actually connects.
Michelle shares how they rebranded from the inside out, got their lawyers posting like humans (not marketers), and made LinkedIn their most powerful channel. She also talks about using AI tools like Claude and ChatGPT to turn messy thoughts into clear stories, and why focusing on real people, not vanity metrics, makes all the difference.
If you're rebranding, growing on LinkedIn, or just tired of generic B2B content, this one's packed with real talk and smart ideas that actually work.
Get access to 250k+ link connections and build your website authority with us:
https://www.digitalwebsolutions.com/
In this episode, we discuss:
00:00 - 01:05: Why people-first still wins in a world full of AI
01:05 - 03:00: Michelle’s backstory: from design to digital marketing
03:00 - 05:10: Falling into SEO before Google was even around
05:10 - 06:55: What’s changed in marketing, and what Michelle misses
06:55 - 08:20: The evolution of SEO and why it’s overwhelming now
08:20 - 10:05: Rebranding Higgs: building a real identity, not just a logo
10:05 - 12:00: Why LinkedIn became their top growth channel
12:00 - 13:45: Getting lawyers to be human on social media
13:45 - 15:20: Storytelling vs selling, what actually works on LinkedIn
15:20 - 17:00: Can this people-first approach work outside legal?
17:00 - 18:45: Why most B2B brands fail on social media
18:45 - 21:15: The culture shift that made LinkedIn work internally
21:15 - 24:00: Using AI tools (Claude, ChatGPT) to organize ideas
24:00 - 26:20: Should you post text or video on LinkedIn?
26:20 - 29:10: What content types are crushing it right now
29:10 - 31:00: Metrics vs actual results, what really matters
31:00 - 33:10: Helping your team feel confident to post online
33:10 - 35:00: The real reason behind Higgs’ full rebrand
35:00 - 36:30: Advice to her younger, Yahoo-era marketing self
36:30 - 37:29: Final thoughts on connection, content, and consistency
https://www.linkedin.com/in/michellehughes
higgsllp.co.uk
Website: https://www.digitalwebsolutions.com/
Facebook: https://www.facebook.com/digiwebsol
Instagram: https://www.instagram.com/dws_global/
LinkedIn: [https://www.linkedin.com/company/digital-web-solutions.]