Small Law Firms

How To Use Speaking Engagements To Build Your Practice

Here are a few things that you can do before, during, and after speaking engagements to maximize their effectiveness.

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One of the biggest challenges in any business is finding clients. While there are a number of high-tech, complicated, and expensive ways to do this like Facebook Ads and Google SEO, there are still some low-cost or free ways to get business. One of those ways is doing speaking engagements.

It is often said that in order for a client to purchase from a business, the client must know, like, and trust the business. This is particularly important in the legal field where you may be handling deeply personal matters for your clients. Holding live presentations or workshops is a great way to engage with potential clients in a way that will give them a sense of who you are and why they should give you their business. Well-planned speaking engagements help you earn credibility and demonstrate your expertise.

Here are a few things that you can do before, during, and after speaking engagements to maximize their effectiveness.

Before

The first step in getting your speaking engagement off the ground is deciding where you will have your event. Are you going to host your own? Apply to speak at an already-scheduled event? Will you speak solo or on a panel? Hopefully, over time, you will participate in all of these types of events, but pick one to start.

Next up is the research phase. If you will be hosting your own event, research event spaces and event formats. If you want to pitch yourself to someone else’s event, research organizations and their respective events that align with your goals and objectives.

The most crucial step of your pre-presentation game plan is to prepare and practice your content. Everyone has their own style when it comes to public speaking preparation, so I won’t go into that here. Just be sure to prepare well because people are giving up their time to come see you and you only get one chance to make a first impression.

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During

Keeping in mind that the goal of your speaking engagement is get potential clients to know, like, and trust you, the most important task you have during your presentation is to connect with the audience. Let them see who you are and get a sense of what it would be like to work with you. You can do this by serving them well in the time you spend together and by not wasting their time.

Speaking engagements are not only great for reaching the people who show up to them live, but are also an excellent way to build up your website and social media presence. That is why it is important to capture your presentation in any way possible. If you’re on a budget, ask a friend or family member to take pictures and film the presentation on their phone. If money isn’t an object, consider hiring a professional photographer and/or videographer.

Don’t forget to come prepared with any promotional materials, such as signs and business cards. More importantly, make sure that you have a way to collect contact information from the audience members. This can be as simple as a piece of paper for people to write down their email addresses or as high tech as you want. The important thing is that you actually get this information so that you can follow up.

After

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Share your experience anywhere you can! Write an article about your experience and publish it on your LinkedIn and website. Share pictures or video clips on your Facebook and Instagram. Write an email to your list and let them know what you’ve been up to. Sharing your speaking engagements in this way will extend the impact of the event to beyond those who attended the event live.

Also, be sure to follow up with anyone who you met or who shared their contact info with you at the event. People you meet face to face are warm leads who liked you enough to give you their contact info. Don’t let that opportunity pass by.  It’s as simple as reaching out and keeping in contact.

I hope you are able to use these tips to leverage speaking events as part of your business growth plan.

Kerriann Stout is a millennial law school professor and founder of Vinco (a bar exam coaching company) who is generationally trapped between her students and colleagues. Kerriann has helped hundreds of students survive law school and the bar exam with less stress and more confidence. She lives, works, and writes in the northeast. You can reach her by email at info@vincoprep.com.

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