In B2B law firm marketing, conferences can be goldmines or ghost towns. What makes the difference? Strategy. Not just showing up, but showing up strategically. In today’s hyper-digital world, the real winners of legal industry conferences aren’t the ones with the best booth swag or the busiest happy hour schedule. They’re the lawyers and firms who know how to dominate both physically and digitally.
This article explains how legal marketers can help their lawyers network like pros before, during, and after conferences, ultimately turning brief encounters into long-term business development opportunities.
Act I: Pre-Conference Digital Networking Strategies for Lawyers
Your Conference Success Starts Weeks in Advance
Many lawyers approach conferences like this: book a ticket, skim the agenda, show up. But effective business development for lawyers starts long before the opening keynote. Networking events are key for lawyers to build relationships within the legal industry. That’s where legal marketers come in. Legal marketers are best equipped to help our lawyers prep digitally so they arrive as recognizable faces, not nameless attendees. Being an active member in legal forums and bar associations is also crucial for building relationships and establishing recognition within the legal community.
The Power of Lawyers Being Engaged at Legal Networking Events
One of the most common pieces of advice we give attorneys is to expand their relationships early and get involved quickly within the industry and the legal networking communities in which they live and work. Legal networking events are a crucial aspect of building a strong professional network. These events allow legal professionals to connect with other business professionals, potential clients, and prospective mentors. Attorneys can expand their knowledge, gain new insights, and stay up-to-date on industry trends by attending these events. But the key is remembering that every relationship is built on the foundation of common connection. Thus, the best rain makers and law firm leaders will often say that the most effective networking when attracting new clients, referrals, and business relationships is built on the foundation of showing up and having real conversations.
In this section, we will explore the importance of legal networking events and provide tips on how to make the most out of these events.
Step 1: LinkedIn Reconnaissance
Before attending a legal networking event, it’s essential to do some reconnaissance on LinkedIn. Identify the attendees, speakers, and sponsors of the event. Research their backgrounds, interests, and practice areas to find common ground and potential conversation starters. This will help you to build meaningful connections and make the most out of the event. You can also use LinkedIn to reach out to attendees beforehand and introduce yourself, which can help to break the ice and make it easier to connect in person.
Before the event, identify:
Speakers and their recent content
- Target attendees or clients
- Strategic partners you want to connect with on LinkedIn
- Encourage lawyers to send thoughtful connection requests like:
“Hi [Name], I saw you’re speaking at [Conference Name] next month. Your recent article on [Topic] really stood out to me. Hope to connect in person!”
Connecting with other professionals on LinkedIn is crucial for building a robust network. Social media platforms like Facebook, Instagram, YouTube, and TikTok can also play a significant role in facilitating these connections, helping to build a powerful online presence and providing valuable insights into potential contacts’ backgrounds.
This small act builds recognition and opens the door to meaningful face-to-face conversations later.
Step 2: Content Positioning
Turn your lawyers into known quantities before the event:
Post LinkedIn content about the conference theme
- Share relevant industry commentary
- Use official event hashtags to enter the digital discussion
Emphasizing content positioning on LinkedIn can significantly enhance referral marketing efforts by showcasing your firm’s expertise and fostering trust within the legal community.
Encourage attorneys to ask and answer questions online, tag speakers or firms they’re excited to see, or even reshare insights from others. Visibility is credibility. Additionally, showcasing legal skills through community engagement and pro bono work in your LinkedIn content can further demonstrate your commitment to serving the community and enhance your legal networking.
What Legal Marketers Can Do:
- Provide lawyers with a shortlist of must-follow attendees/speakers
- Draft or ghostwrite pre-conference LinkedIn posts
- Schedule strategic 1:1 meetings with target contacts
Act II: During the Conference: Digital Meets Physical
The Conference Isn’t Just in the Room. It’s Online Too.
Many lawyers focus solely on the physical presence: attending sessions, grabbing coffee, chatting over cocktails. But today’s conference experience happens in real-time online. And this is where your firm can shine.
Step 1: Live Content Creation
Encourage lawyers to post real-time updates to enhance the visibility of their legal services:
- Quotes from speakers
- Insights or key takeaways (see an example)
- Photos with permission (e.g., “Great convo with [Name] about #LegalTech trends”)
The American Bar Association provides numerous opportunities for live content creation and networking, which can significantly benefit a lawyer’s career.
Use:
- Event hashtags
- Mentions (@handles) of speakers, panelists, and fellow attendees
This turns passive attendance into digital engagement and makes your lawyers stand out to prospects and peers.
Step 2: The Digital Business Card
Traditional business cards? Still useful.
But don’t underestimate the power of digital connections:
- Add QR codes linking to LinkedIn or digital portfolios to enhance your firm’s referral strategy
- Encourage lawyers to connect with new contacts on the spot via LinkedIn
- Use mobile note-taking apps to jot down context for follow-ups
Additionally, having a strong LinkedIn profile is crucial for effective digital networking. Ensure your profile is updated with a descriptive headline and a professional photo, and engage with other users to foster connections and enhance credibility within the legal community.
What Legal Marketers Can Do:
- Prepare templated social media posts for live sharing
- Equip lawyers with branded digital assets or QR badge stickers
- Monitor social media and engage with relevant posts in real-time
Act III: Post-Conference Amplification
Most Lawyers Ghost. Your Firm Should Follow Through.
The value of a conference doesn’t end when the last panel wraps. That’s actually where business development begins. Strategic follow-up is where relationships deepen and deals are born.
Step 1: Personalized Follow-Ups
Instead of generic “great to meet you” emails, encourage:
- Specific references to your conversation
- Sharing an article, video, or insight relevant to their interests
- Suggesting a coffee chat, Zoom follow-up, or future event connection
Personalized follow-ups are crucial for attracting prospective clients. By tailoring your communication to their specific interests and needs, you demonstrate genuine interest and build a stronger connection.
Being interesting in your follow-up communications is also essential to maintain engagement. Share unique insights or intriguing information that aligns with their interests to foster a memorable and lasting relationship.
Example:
“Hi [Name], I really enjoyed our conversation at [Conference]. You mentioned [Topic] — I thought this recent piece might resonate with you. Would love to keep the dialogue going.”
Step 2: Content Recap
Have your lawyers:
- Share a LinkedIn post with their top 3 takeaways from the conference
- Tag speakers, attendees, and new connections
- Offer insights that reinforce their subject-matter authority
Recapping content not only boosts visibility and credibility but also significantly enhances a lawyer’s legal career by showcasing their expertise and thought leadership.
Attending events is crucial for effective networking and content creation, as it allows lawyers to build meaningful relationships, reach potential clients, and create lasting connections within the community.
This isn’t just content, it’s visibility, credibility, and relationship nurturing all in one.
Step 3: Ongoing Relationship Building
Make post-conference check-ins part of your business development cadence to maintain professional relationships:
- Set reminders for quarterly or monthly touches
- Share relevant articles or invite contacts to future webinars
- Engage with their content on LinkedIn to stay top of mind
Participating in local events is also crucial for fostering these relationships. Attending these events helps build valuable connections and enhances your visibility in the community, which can attract potential clients and referrals.
What Legal Marketers Can Do:
- Create a post-conference content guide
- Draft thank-you templates or personalized follow-up scripts
- Build CRM tags or LinkedIn Sales Navigator lists to manage new contacts
Creating a Legal Network
Creating a legal network is a long-term process that requires effort, dedication, and a well-planned strategy. It involves building relationships with other legal professionals, attending industry events, and providing value to others. A strong legal network can lead to new business opportunities, referrals, and a stronger reputation in the legal community. In this section, we will discuss the importance of creating a legal network and provide tips on how to build a strong and effective network.
Bar Association Involvement
Bar association involvement is a great way for lawyers to build their professional network and stay connected with other legal professionals. Bar associations provide opportunities for lawyers to attend industry events, join networking groups, and participate in continuing legal education (CLE) programs. By getting involved with a local bar association, lawyers can expand their network, gain new knowledge, and stay up-to-date on industry trends. In this section, we will explore the benefits of bar association involvement and provide tips on how to get the most out of your membership.
Conclusion: From Moment to Momentum
Conferences aren’t just events. They’re business development accelerators. But only if lawyers are trained and supported to approach them strategically, understanding the importance of playing the long game in networking.
As legal marketers, we play a key role in helping lawyers leverage both the digital and physical components of conferences to build authentic, long-lasting relationships. Demonstrating genuine interest in others is crucial for building these long-lasting connections. When done right, conferences don’t just give back—they give forward.
Want to Level Up Your Team’s Digital Networking Strategy?
By Aries offers customized LinkedIn for Client Development trainings and workshops built specifically for B2B law firms. We help lawyers:
- Build digital visibility before, during, and after conferences
- Develop thoughtful digital networking habits with other professionals
- Turn connections into clients and referral sources
To enhance your digital networking strategies, here are a few tips: focus on mindset shifts, adopt practical approaches, and leverage social media to build and maintain professional relationships.
✨ Let’s talk about how we can support your firm’s business development goals.
