If you’re looking for new, innovative ways to use the world of online to educate your current clients and reach a new audience, you should consider using webinars as part of your law firm’s marketing strategy.
Webinars are a great way to create evergreen content your audience can access as and when they please. You’re not limited by location or timings and provides you a free opportunity to establish your law firm as experts in your specific field of work.
In this blog post, we’re going to look at some best practices for law firms and the benefits using them can have for your law firm.
Let’s dive in.
Global benefits of using webinar marketing
Different to seminars, which often happen face-to-face, webinars are all online. This means you are able to attract a regional or even global audience.
It doesn’t matter if your law firm is based in Illinois or Nebraska, using webinars allows you to be location-agnostic and connect with people from all over the world.
Think about what potential clients are looking for when reaching out to a law firm to do their initial research.
They want a forward-thinking firm that’s happy to provide information and guidance. Some firms like to offer free consultations to discuss issues in a broad sense, but this costs your lawyers time. How much is their time worth. Moreover, if 10 people contact about the same issue, you need to have the same conversation 10 times. This is more time spent that could be spent doing other things.
The benefit of using webinars if you can distribute it to those 10 people, you only need to do the work once. It allows you to connect directly with your target audience. If they find value in your webinar, they’re likely to share it amongst their own network too, again broadening your reach.
Webinars give you authority and competitive edge
Using webinars is a great way to establish yourself as an authority and give yourself a professional edge.
Think about it like this, would a prospective client prefer to access your webinar at a time that suits them, or ensure they’re free to attend a seminar they might not even find value from. It’s a much easier sell to encourage someone to watch your free content, than to encourage them to spend time and money coming to see your seminar.
The fact you even do webinars are a great way to show your audience you care about the level of service you want to provide. Many aspects of the law are confusing for those who aren’t in the industry or have never studied it. Webinars are a great way to help them understand these specific concepts.
You can use webinars to become an authority. If you specialize in corporate law, for example, you could update people once a month or once a quarter with any new changes they should know about.
Repurpose your current content
The benefit of webinars is you probably already have a hoard of content you can use to repurpose. What we mean by this is if you already have blog posts, or other content items that generate a lot of buzz within your business, you could repurpose that content as a webinar.
This way, you’re not actually creating any new content, simply using the content you do have in a new format.
And if you do use webinars to produce new content, you can create blog posts to go alongside this to boost your SEO benefits. Normally, videos hosted on your page are unlikely to gain enough exposure or traction on search engines, unless you create a page for each webinar that can help boost your rankings in the search engines.
Before you launch your webinar
Before you launch your webinar, you should do some planning. This way you’ll know exactly what content you want to produce and when you plan to launch it.
Content Marketing Institute have a really useful webinar planning checklist to take you from idea to post-webinar.
It’s also useful to plan your webinar to make sure each one provides enough value for your audience. Remember, if they find it boring they can leave it at any time. First you need to decide on what topic you want to write about.
You might choose to talk about a specific legal issue, or perhaps one that seems topical in the current climate. When you’ve decided, start by researching everything about that topic. It can be an added benefit to write a supporting blog post about your webinar topic for added SEO bonus driving traffic to your webinar.
When planning your webinar, remember you won’t be marketing to everyone. You might decide to market to other lawyer or your prospective clients. But whatever you choose, make sure the content you put together is targeted.
Creating your legal webinar
When you’ve planned the content and topic of your webinar, it’s time to put it together. There are a number of different webinar softwares you can use.
One of the most popular ones is: gotowebinar. Pricing starts from $159 and allows up to 500 participants.
If your webinars prove popular, you can scale up the efforts by making us of one of their premium plans. You can also use the software to look at your analytics to see what you need to do to improve for the next webinar.
You’ll want to have some sort of visuals when it comes to presenting the webinar. This can be done easily by creating a powerpoint with key points that you talk over. Keep in mind, don’t put too much information on each slide. Make it easy for your audience to follow along with your points.
Promoting your legal webinar
While you don’t need to hire a venue to hold your webinar, you still need to come up with a promotion strategy. If you already have an email list notify them of your upcoming webinar with a link for them to register. Remember to also send a reminder email a day or two before for anyone who might’ve forgotten.
For example, Norton Rose Fulbright use their webinar page on their website to let visitors know about upcoming webinars you can register for.
If you’re looking for a way to stay memorable, you should definitely start planning your first webinar. Once you know the legal topic you want to cover and have made a few notes regarding how you’ll promote the webinar, you’re good to go.
By creating a webinar, you’re able to provide as many people as possible with immense value, as and when they need it. You can position yourself as an expert or authority within your own specialized legal niche and use your webinar to get referral clients.
The benefit of using a webinar as part of your law firm’s marketing arsenal is the fact it’s cost-effective and a better alternative to phone consultations which can often take up hours of your time.
So why not start today and create your first webinar to get yourself noticed and establish expertise in your field? Better yet, partner with an association or influencer and do it together to get in front of their audience.
You’re living in the modern world, so start today by creating an online platform that not only educates your audience but promotes your firm.