The Art of the Follow-Up: How to Stay Top of Mind After a Conference

Posted by

Kate Harry Shipham

Posted on

Oct 22, 2024

Conferences provide an invaluable opportunity for legal marketing professionals to network, share insights, and build relationships that can lead to new business opportunities. However, the real challenge lies not just in making meaningful connections during the event but in sustaining them afterward. The follow-up process is where many can falter, missing out on valuable opportunities. To ensure you stay top of mind after a conference, mastering the art of the follow-up is essential. Here’s how to do it effectively.

1. Act Quickly and Thoughtfully

Timing is everything. Prior to the conference, time block your calendar to do reach outs and follow up promptly after the conference; doing this on the flight home is a great tip! Reach out within 24-48 hours after the event while conversations are still fresh. Start with a simple thank-you email referencing your discussion. A personalized message shows that you valued the interaction and are genuinely interested in continuing the conversation. For example:

"It was great meeting you at [Conference Name]! I enjoyed our conversation about [specific topic], and I’d love to explore how we can work together on [relevant service or solution].

2. Leverage Multiple Channels

Following up via email is a good start, but don’t stop there. Connect with your new contacts on LinkedIn with a personalized message reminding them of your conversation. Depending on your relationship, consider sending a handwritten note, which can make a lasting impression. If you discussed a specific legal marketing trend or solution, share relevant articles or insights to further the conversation.

3. Offer Value, Don’t Just Sell

Instead of immediately pitching your services, position yourself as a resource. Share industry insights, legal trends, or tools that may benefit your contact. Demonstrating value early establishes trust and lays the foundation for a stronger business relationship. For example:

"Following up on our discussion at the conference, I came across this article on [relevant legal topic], and I thought it might be of interest to you."

4. Schedule a Follow-Up Meeting

If your conversation at the event hinted at a potential collaboration or partnership, suggest a follow-up meeting. Keep it casual and easy to accept:

"I’d love to continue our conversation from the conference. Would you have time for a quick virtual coffee next week?" Scheduling a follow-up helps solidify the connection and moves the relationship beyond initial pleasantries.

5. Stay Top of Mind with Ongoing Engagement

Remaining top of mind requires consistent, non-intrusive engagement. Share relevant articles on LinkedIn, comment on your contact’s posts, or send periodic emails with valuable content or event invitations. A light touch shows you’re engaged without being overly pushy, which can nurture the relationship over time.

6. Track Your Contacts and Conversations

Maintaining a system to track your contacts and interactions helps you stay organized. Use a CRM tool or a simple spreadsheet to log your conversations, follow-ups, and any next steps. Staying on top of your communications ensures that no relationship slips through the cracks.

7. Be Patient and Persistent

Relationships take time to develop, especially in the legal industry, where trust and credibility are crucial. If you don’t receive an immediate response, don’t be discouraged. Follow up again after a week or two with a gentle nudge, such as:

"Just following up to see if you had a chance to review my last email. I’d still love to explore how we can collaborate on [specific opportunity]."

Final Thoughts

The real value of conferences lies in what happens after the event. By following up promptly, offering value, and maintaining consistent engagement, you can turn initial conversations into long-lasting professional relationships. With thoughtful follow-up strategies, your legal marketing efforts can flourish, ensuring that your firm stays top of mind and becomes the go-to resource when opportunities arise.

Mastering the art of the follow-up requires persistence, patience, and the right balance between outreach and value. With these strategies in hand, you’ll not only build better connections but also position your firm for sustained growth and success in the legal marketing world.