How a legal webinar can up your marketing game
In today’s age of technology, it’s all about maximizing your digital opportunities. As you’ve probably noticed, social media has become popular for both consumers and businesses. Videos and other digital tools such as webinars, are also on the rise!
For legal professionals, it’s important to stay relevant - especially online. A webinar is an online seminar/presentation that provides information on a particular topic, and viewers from all over can tune in. Legal webinars provide an opportunity to expand your reach and exposure while offering valuable information to both clients and colleagues.
What are the benefits?
Earn more engagement
Webinars are an effective way for you to interact with your audience, humanizing your brand and connecting with your viewers. By hosting a webinar, you have the opportunity to build a relationship between yourself, existing and prospective clients, plus colleagues and other industry leaders.
At the same time, you’re creating an educational space, curating content that promotes your brand, knowledge and service offerings. Overall, webinars are more engaging because both sides can interact with one another––asking and answering questions, conducting polls, etc.
Gain a competitive edge
Webinars and video content can set you apart from other legal professionals in your area. New research suggests using video can increase website traffic by 40% compared to businesses that don’t. That same study found that four times as many people prefer watching something - as opposed to reading about it. Webinars demonstrate a high level of customer service, making current and potential clients feel that you are accessible and informative. Properly leveraging this enables you to gain a competitive edge and increases your client loyalty.
Showcase your knowledge
Webinars are also perfect for showcasing your experience and knowledge to a large audience without breaking the bank! Because webinars are online, you can host one from virtually anywhere and your audience attendance isn’t limited to a physical location.
Webinars can also confirm your credibility in a particular area, establishing you or your firm as a trusted source to the public. With a webinar, you’ll be able to maintain your brand and create a place where viewers can ask questions. Added bonus? Webinars can be saved and kept on your website for future reference, acting as a library of content for your clients to explore and acquire insightful information.
Leverage more content
Webinars don’t have to simply be a one-time use. If done right, webinars can be repurposed in other ways, including: a series of blog posts, snippets of video on social media, an E-book…the list goes on. While prepping your webinar, keep these digital double duty assets in mind as you plan out your content.
Best practices for a successful legal webinar:
Content is key, but sound quality is just as important! If your viewers are struggling to hear you, good content won’t hold much weight. Poor audio quality translates to unprofessionalism or inexperience, which can negatively affect your digital reputation.
The previously mentioned study found that 62% of users are likely to build a negative perception of a firm that publishes poor-quality videos. So before you start your first webinar, make sure you have an adequate microphone, good internet connection and a clear voice!
If your audience doesn’t think your webinar provided valuable insight or was a bit to heavy on the self-promotion, chances are they won’t be attending another one. Just as with any interaction between a business and client, value needs to be exchanged. People attend webinars to gain knowledge so it’s crucial to make your viewers appreciate the content and attention to detail. The higher the viewer satisfaction, the higher your retention rate.
Sometimes webinars can be a little dry, but how you present your information and the resources you use can make or break your webinar. Find that ‘wow factor’ and convey to your audience that the content you’re creating is memorable and valuable. Use well-designed slides, video, infographics, eye-catching materials to keep your viewer engrossed in your subject matter.
Put yourself in your audience’s shoes - how will they best understand the information you’re presenting? Be sure to make clear points and summarize your main takeaways. Think about how to strategically weave in time for participation and questions so your viewers remain engaged and interested. Likewise, make sure you’re well-prepared to answer potential questions. Always leave time for a Q&A.
Content that can be reused or replayed beyond a given time frame is more effective than content that is time-sensitive or for one-time use. Evergreen content is more likely to remain relevant and therefore more likely to be viewed, even after it was originally posted. Webinars are initially live, but you can record them and keep them on your website. This makes your content more timeless and accessible, while also bringing traffic to your website.
How do you get started on your first legal webinar? With this checklist:
Choose the objective: What is the purpose of the webinar? What do you hope to accomplish?
Choose the topic: What interests your audience? What would your audience want to know more about?
Structure the webinar: How do you want to organize your key points? How long do you want your webinar to be? It’s imperative to create an outline so you properly allocate your time. Following a script can come off as unnatural, but at a minimum have a basic outline to stay on track. A loose rule of thumb: Webinars shouldn’t be longer than an hour.
Put it all together: What kind of graphics will you include? How can you make the webinar easy to understand? What equipment do you need? These are all things to consider when making your slides and crafting your presentation.
Pick a good date/time for your audience: When is your audience available? Sometimes things are all about timing; weekends are typically no-go’s and holidays are busy for most people.
Market the webinar: How will you promote your webinar? What channels will you be using?
ALWAYS do a run-through: Are you confident and ready? Do you know what to say and how to approach a certain concept? Practice makes perfect. Do a test run to make sure there are no technical difficulties, misspellings and other errors.
Want to get started but don’t know how? Rather not DIY your first legal webinar? We can help with that! Head here for a free consultation.