Speaking engagements offer a powerful platform not just to share your expertise, but also to connect with a captive audience genuinely interested in your topic. However, the real value often lies in nurturing those connections after the applause fades. Transforming audience members and new acquaintances into lasting contacts requires a strategic approach. Here’s how to effectively build your contacts list following a speaking event.
Effective list building starts even before you step onto the stage. Plan how you will invite people to connect further. Will you offer a free resource, a copy of your slides, or a consultation? Prepare a clear call to action (CTA) that you can share during your presentation. Have digital tools ready, like a dedicated landing page with an opt-in form or a QR code linking directly to it. Ensure your contact information is easily accessible on your slides, especially the final one.
While your primary focus is delivering a great talk, integrate opportunities for connection.
Mention Your CTA: Clearly state how attendees can get your promised resource or connect further, guiding them to your landing page or sign-up sheet.
Use Technology: QR codes displayed on slides are efficient for directing attendees to online sign-up forms or LinkedIn profiles. Event apps often have networking features – utilize them.
Engage During Breaks: Be present and approachable during networking sessions. Collect business cards actively, but more importantly, have genuine conversations. Jot down a quick note on the back of cards to remember your conversation.
Simple Sign-Up: For smaller events, a physical sign-up sheet near the exit or your booth can still be effective, asking for name and email.
This is where the real list-building work begins. Prompt, personalized follow-up is crucial.
Organize Immediately: Don't let business cards pile up or digital entries languish. Input the collected information into your CRM or contacts management system within 24-48 hours. Segment contacts based on how you met them or their expressed interests if possible.
Personalize Your Outreach: Send a follow-up email or LinkedIn message referencing the event and perhaps a specific point from your conversation. Avoid generic blasts. Remind them of the value you offer and deliver any promised resources.
Connect on Professional Networks: Send personalized LinkedIn connection requests to the people you met. Again, mention the event in your request.
Consider High-Touch Follow-Up: For particularly valuable connections (potential clients, partners, collaborators), consider a more personal touch. A handwritten note can make a significant impression. If you are sending important documents, proposals, or exclusive welcome kits that require tracking and confirmation of delivery, using Certified Mail Labels ensures your package arrives securely and provides you with proof of receipt, adding a layer of professionalism to critical communications.
Provide Ongoing Value: Your initial follow-up shouldn't be the last. Ensure future communications offer value, whether it's sharing relevant articles, inviting them to webinars, or offering further insights.
Adding someone to your list is just the beginning. Keep your new contacts engaged by regularly sharing valuable content relevant to their interests and the topic you spoke about. This could be through newsletters, blog updates, or social media engagement. Consistency builds familiarity and trust, turning fleeting event connections into a robust network.
By implementing these strategies, you can leverage speaking opportunities far beyond the event itself, building a valuable, engaged contacts list that supports your professional goals.
Disclaimer: this article includes a paid product promotion.
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