The events landscape has shifted permanently, but here’s what’s interesting: the most successful professional services firms aren’t choosing between virtual and in-person events – they’re blending both to create something more powerful.
I recently helped a mid-sized law firm transform their annual client seminar into a hybrid format. The results surprised everyone. Not only did they maintain their usual in-person attendance, but they also reached clients who had never been able to attend before. The key? Thinking beyond just livestreaming a physical event.
What’s actually working in hybrid events:
- Interactive elements that engage both audiences equally
- On-demand content available after the live event
- Smaller, more frequent hybrid touchpoints rather than just big annual events
- Creative networking opportunities for both in-person and virtual attendees
- Smart use of technology for seamless interaction
The most successful hybrid events don’t treat virtual attendees as secondary participants – they create an experience that’s valuable for everyone, regardless of how they’re joining.
LinkedIn in 2024: What’s Actually Working for Professional Services
LinkedIn’s latest algorithm changes have shifted the landscape for professional services marketing. But here’s the interesting part: these changes are actually favouring firms that focus on genuine expertise over engagement-bait.
Through testing with various clients, we’re seeing that thoughtful, detailed insights are now performing better than those “agree?” posts we’ve all grown tired of. One of my clients, a recruitment consultant, saw their engagement triple when they switched from generic market updates to detailed, experience-based posts about specific hiring challenges.
What’s getting results right now:
- Detailed case studies (with client permission)
- Original insights from your team’s experience
- Data-driven observations about your sector
- Behind-the-scenes glimpses of your firm’s work
- Genuine professional conversations, not viral-seeking posts
Focus on creating content that showcases your expertise while adding real value to your network’s feed.