Chances are, as a law firm marketer, events are part of your marketing mix. Whether entertaining clients at a golf event, displaying your attorney’s knowledge at a conference, networking and getting your brand out there is important as a legal marketer. Do you remember the last event you attended? More importantly, do the people you met remember you? Events are a key way to strengthen client relationships, build credibility and knowledge, and meet prospects. In today’s digital world, there are things you can do before, during, and after an event to ensure your presence is memorable and you get the strongest ROI possible.
Before the Event
Consider the goals you have for the event – what interactions are you hoping for and what does success look like? Work backwards from there. Create measurable benchmarks that you can track. Define the necessary budget. Then, establish your audience and the ways you will reach them.
- Create an email campaign to reach potential attendees, or people you want to connect with at the event. You might even set up an automated process with touchpoints before, during, and following up from the event. Emails are an easy way to generate and manage registrations.
- Post relevant information on social media and ensure you have the right hashtags. If the event, organization, or association putting on the event has specific hashtags for the event, be sure to create posts using them. If you’re hosting the event, create applicable hashtags and start using them so attendees can share their experiences as well.
- Ensure you’ve updated your website, LinkedIn, and other channels about your presence and why visitors should care.
- Build out a content timeline – to really get the most traction leading up to the event, you should create valuable content that is released on a schedule. Determine what you can reasonably create, and then schedule out appropriately. The bigger the event, the farther in advance you want to start planning.
During the Event
73% of businesses use social media to promote their events while they are happening. This can include posting updates, photos, or product announcements. Many companies host contests or use social to drive traffic to certain sessions or booth numbers. Try using Facebook or Instagram Live Video, or Live Tweeting during the event with updates. Remember to use all your hashtags, and tag any individuals or speakers who you found particularly engaging.
After the Event
Look to the follow up strategy you created. Ideally, you have a multi-touch approach to reaching out to people of interest (attendees, potential new clients – whatever you decided to measure prior to the event). This is a great time to implement an automated follow up email sequence. For example, sending one broad follow up email, and then a second email to those who’ve opened it, and so on. Depending on your business development bandwidth, you might also incorporate phone calls. It might also be appropriate to upload lists to your CRM or make connections on LinkedIn.
Once you’ve had time to follow up and digest some data, take a look at those measurable goals you created and see how you did. Try reviewing KPIs like registration vs. attendance, social media engagement, new names added to your database, or leads generated.
Organizing, implementing, or even attending big events is a daunting task. With proper plans in place, you can be sure that event marketing is a useful solution for you – and your attendees! If you need help utilizing digital channels to maximize your event marketing efforts, we have more tips and strategies – just ask!