The LinkedIn Playbook for Founders Weekend (Or Any Other Event)

The first trade show I ever attended back in 2018 was seven days long. Seven days! I was terrified. As an introvert and someone who used to be terribly shy, I didn't want to show up feeling like a lost puppy, so I prepared on LinkedIn beforehand. I researched who was going, reached out before I arrived, and stacked my calendar with meetings before I even walked through the door. Some of those meetings didn't happen in person, which just gave me a reason to follow up afterward. A win either way! Turns out, it wasn't just good for me emotionally, it was good (really good) for business. I brought in hundreds of thousands of dollars because of this strategy.

That approach also made me the go-to person on my team for events because the ROI was undeniable. I even built a reputation in an industry just months earlier I knew nothing about. To this day, I still have clients who first heard of me from those events.

Now as a business owner, that same approach is what drives visibility, thought leadership, and most importantly, relationships that keep paying off years later. Since last Founders Weekend alone, I've made back my investment more than 20 times over, and that's just in revenue. I can’t even explain the value in relationships formed and deepened.

If you're heading to Founders Weekend or any other event coming up, this is for you.

The biggest thing I want you to take away is this: conversations don't have to start or end at the event. They can start long before, and continue on for a lifetime.

Here are the eight things you can do specific to LinkedIn that will help drive real business from your next event.

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1. Get your profile ready before anything else.

When people meet you at the event and look you up, your profile is what they find. Make sure it's working for you: a clear headline, a compelling about section, and an easy way to book time with you. It's your landing page, so treat it like one.

2. Do your homework beforehand.

It goes without saying, but check the speaker list, look at who you know is going, and start connecting with those people before you arrive. A little research goes a long way toward making sure you're not walking in cold.

3. Reach out before you get there.

Many people will connect, but sending a message with it goes a long way. "Looking forward to seeing you at Founders Weekend!" is better than no message, but if there's someone you genuinely want to connect with or someone is speaking and you've followed their work, say that! Something like: "I see you're speaking on X and I've been thinking about that a lot lately. Really looking forward to your session." So few people actually do this, which means the handful of people who do are immediately memorable.

4. Write a pre-event post.

Share what you're excited to learn, who you're hoping to connect with, and why the event is important to you. If there are people you know who will be there, tag them too! This warms up the connections you're about to make in person and signals to your broader network (the people who aren't going) that you're active and engaged and doing the thing. (Pro tip: make sure you say what city you’ll be in, who knows in your network that’s in the area that might want to meet up!).

5. Take notes while you're there.

You're going to think you'll remember everything. You won't. Jot down speaker quotes, names of people you meet, and ideas that spark mid-conversation. Your notes become your content and your follow-up list, so capture things in the moment.

6. Screenshot your QR code and set it as your lock screen.

When someone wants to connect at the event, it's right there. And when you do connect with someone, screenshot the confirmation immediately. That becomes your follow-up list when you get home. (Not sure where to find it? Go on the app on your phone, click in the “I’m looking for…” bar on the top and you’ll see the QR code right next to “show all.”)

7. Follow up before the week is out.

Life is busy and people move on fast. My go-to is following up before bed each night of the event with anyone I want to continue a conversation with and dropping my calendar link right in the DM. No back and forth, no waiting until you get home. That’s not always possible (you do need to get that beauty sleep, too!). So, do your best to get to everyone within the week because the longer you wait, the colder it gets!

8. Write your recap post.

This is your highest-leverage piece of content from the entire event. This isn’t a participation trophy or a list of every speaker with a generic emoji next to their name. This should be a thoughtful, real reflection (look at the notes you took!): what landed, what you're thinking differently about, and what your audience can take away even if they weren't there. Tag the speakers you highlight because they'll often engage and share, and it deepens the relationships with the people you met.

And, almost more importantly, after you post it, keep showing up. One event and consistent presence via your personal brand - that’s how you accelerate trust and build real relationships.

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If you've ever questioned whether thought leadership and personal branding actually move the needle, events are where you get to see it in real time. Every connection you make, every post you write, every conversation you continue afterward is a trust deposit that compounds. Every event is just one opportunity to put that into practice.

Start now and you'll still be seeing returns years from now.