Don’t look now – and, let’s try not to jinx this – but, in-person conferences are coming back in a major way. As COVID-19 becomes endemic, lots of folks are ready to get back out – literally.
That means you’re likely to start attending again – or, to start to attend more – in-person events. Lunches, dinners, awards shows, conferences, CLEs. It’s all back on the proverbial table.
And, that’s great: lawyers thrive in in-person networking environments, and are excellent at developing referral relationships.
But, that doesn’t mean that you should do exactly what you did before: which was probably to wholeheartedly ignore any web-based marketing in favor of in-person networking and events. Now, I’m not suggesting that another pandemic is on the way – let’s hope to God it isn’t! But, what the pandemic revealed to many law firms is that: in-person networking can also be done (more widely) online, and that web-based marketing is important for client generation, too.
So, when you go to an in-person event = double up! If you meet someone, connect with them on social media. Schedule a Zoom call to followup. Add them to your newsletter list.
The key to marketing is diversity. And, as we’re all getting back to in-person marketing again . . . just don’t forget the web attributes that you can leverage in conjunction with that.