If you own a legal firm, consider allocating your marketing budget towards producing webinars, a tried and true strategy for drawing in qualified leads. Webinars generate more awareness of due process in your district and inform viewers about what professional services you have to offer.
Once you understand the value of webinars, the next step is to create one that truly speaks to your audience and gets to the bottom of their needs. Be sure to apply the best practices of designing webinar programs and leverage data-driven insights to target your key prospects.
Given how competitive the legal landscape can be, it’s important to differentiate your firm using innovative but scalable types of marketing. One way to do that is making interactive webinars and video podcasts, offering viewers a personalized digital experience they won’t forget.
Ready to discover which marketing outlets deliver the best results? Then, let’s dive into 5 different types of legal marketing webinars.
Training and Coaching: Employee training webinars are crucial to improving business practices. Licensed lawyers have to be aware of the latest trends in networking and content marketing. But above all, they represent the public image of your firm, those who interact with your clients and assist them in filing court cases to attend court hearings.
Virtual Learning Tutorials: This ties into training and coaching somewhat, except it focuses on lawyers who attend continued education courses, to keep their skills sharp and maintain a good standing with their line of credentials. Webinars serve as an alternative to traveling across states to join CLE meetings in person.
Company Communication: Webinars bring together company teams from anywhere in the world. Multiple participants can join a remote call to address their state of affairs during monthly or quarterly meetings. Most webinar platforms have automated tools for recording chat logs and conducting surveys as necessary, making projects a collaborative effort.
Customer Loyalty: Contrary to popular belief, it’s harder to retain existing customers than it is to attract new ones. You’re expected to email your clients often and initiate meaningful conversations that would eventually lead to them buying from your brand. That’s why you should try inviting them to virtual events so they feel like being a part of the in-group.
Brand Management: You may be wondering, what is brand management? Essentially, it involves raising brand awareness and appearing reliable in the eyes of customers. Make sure to add your company logo to every webinar so that viewers can get familiar with what you’re selling. Always convey value through digital content optimized for consumption.
How to Launch Webinars: A guide for Law Firms
With 47% of people admitting they prefer webinars over attending live events or reading whitepapers, it’s safe to say webinars can open up to better opportunities in legal marketing.
Because COVID-19 caused many businesses to close down on-site, they had to resort to broadcasting videos online for a large chunk of their advertising. This explains why lawyers are starting to explore other possibilities through webinars.
In fact, plenty of businesses have been relying on webinars for years to promote their special offers and training solutions. So then, how do you host them on your site?
The first step is to figure out what your webinar goals are: Do you want to have in-depth discussions, answer challenging questions, nurture client relationships, or express authority in a certain field?
Although some webinars are meant to be educational, others will feature hands-on training for practical purposes like how to dress in court or fill out legal forms correctly. You might share an FAQ panel to address issues such as ways to enforce social distancing guidelines at work.
Then, you have to edit your webinar to construct a flowing dialogue of organized topics. Imagine if you had to pick between an attorney or a guest speaker to cover a particular subject associated with estate planning.–You might have to bring in an accountant (the latter) to talk about the taxes imposed on trust funds.
Consider spacing apart your written material with visual aids like charts and graphs to further illustrate your points. Your content should be easy to pick up and actionable to some degree. It can also be arranged into powerpoint presentations using the right kind of software.
Webinar technology is quickly evolving, with many platforms being released on the market. Here are some popular hosting software for law firms:
- Zoom – a tool to hold video meetings with; it enables users to edit landing pages and stream on social media outlets
- Adobe Connect – contains all the standard features of a webinar platform along with app integration and document signing options
- GoToWebinar – has a collection of tools to help you schedule pre-recorded webinars, upload polls, and write emails from a template
- WorkCast – a platform installed into the cloud, it identifies qualified leads for marketers in an instant while they publish content
The final step is to promote the contents of your webinar. And a great way to do that is by setting up a landing page and persuading your audience to sign-up for the events listed. This involves directing users to a registration form and collecting their personal info.
Webinars can be displayed on LinkedIn, HubSpot, and other networking sites. Use this opportunity to acquire additional email subscribers and proceed from there. Last but not least, remind your clients to attend with an SMS notification.
