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DIMPLE DANG | Legal Marketing
How to Use Live Events to Grow Your Law
Firm Business
Many law  rms attend at least one to two conferences every year.  e key to attending
conferences is to maximize your time and go to the conference with a stra- tegic game plan. If you are sponsoring an event in an e ort to get more leads for your law  rm, then you have to be prepared before you even arrive at the event.
If you are an event sponsor, it is possible to request a list of attendees, sponsors and press that will be attend- ing the event. If you have a referral relationship with the organizer of the event, they will usually honor your re- quest for a list.
Even if you are not a sponsor, but rather an attendee, you can utilize so- cial media to gain some insightful in- formation. Research last year’s event on social media by the tweet hashtag (using Twitter) and see who posted about being at the event or comment- ed on any of the sessions.If they went to last year’s event, it is highly likely that they will attend this year’s event as well.
Three Ways to Build a Contact List From the Event
1 Pull sponsor and speaker lists from the event website.  ere is also a tool called “LeadIQ” that you can use to pull email ad-
dresses from LinkedIn pro les.
2 Ask your current clients to see if they are attending the event and if they know if any of
their friends and colleagues will also be attending the conference. Once you have that information, you can introduce yourself as “warm connec- tion” by referencing your client.
3 Find out if you can offer some type of pre-event giveaway that would allow you to get
attendees to opt-in to your email list.  ere is also a website called “Brite- Verify” which will allow you to scrub your email list of any invalid email ad-
dresses.
If you are unable to  nd valid email
addresses for particular people, try sending them a LinkedIn message. Contacting them on LinkedIn is less intrusive than sending them a di- rect message on Facebook. LinkedIn is also the appropriate social media channel to build and maintain solid business connections.
Some event organizers will also have a built-in social media platform for event attendees to be able to con- nect with each other. If this is the case, it is in your bene t to allocate some time to post, comment, and make some genuine connections. Further- more, consider starting a group on LinkedIn for the event and then send- ing a personal invitation to event at- tendees to invite them to be a part of your group. Do not add anyone to your group on any social media plat- form without their consent (this is the easiest way to get blocked and lose their trust).
It is important to not spam attend- ees but make genuine in-person con- nections at the event and later follow up with a meeting request.
Advanced Marketing Techniques Can Serve as Ads to Your Prospects During the Event
If you were able to get a list of at- tendees, you are in luck. You can now create a custom audience and utilize GeoFencing to target them.  e pur-
AttorneyAtLawMagazine.com
pose of doing this is to:
1. Remind people that you are at the
event.
2. Engage with prospects and set
your law  rm apart from other
 rms who have not done this.
3. Build an audience that you can continue to engage with a er the
conference ends.
Other Key Points to Remember
Create a landing page built speci - cally for the event and come up with an event-relevant o er and message. Also, create a lead magnet. A lead magnet is a useful PDF that has in- formation that would be valuable to your target audience. It can be set up in the form of a checklist or a how- to, or it can even answer some of the most commonly asked questions. When someone lands on your event page, they would have to enter their name and email address in order to receive access to the PDF download. As a result, they are opting-in to your email list.
Post-Event Follow-Up
A er the event, it is important to reach out to all the connections you made. Depending on the extent of the connection you made at the event, you can either set up a phone call, email them, or send a “nice meeting you at the event” message via Linke- dIn. It is imperative to nurture your connections and leads way a er the event is over, and
that is the key to building meaning- ful business rela- tionships.
Dimple Dang is a marketing director at Activist Legal, which provides a nationwide network of experienced at- torneys who handle foreclosure  les. Her experience in marketing includes website design, email marketing, SEO, blogging, PPC, social media, HubSpot and Facebook marketing complains. She is a law  rm marketing specialist and entrepreneur and speaks at many professional groups and organizations all over the United States. To connect with Dimple, send her a message on LinkedIn.
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