Running a webinar as a lawyer

Webinars: creating interaction with your prospects and clients

Beyond being interactive, a webinar is a good opportunity to attract new prospects, collect their contact details and start a lasting commercial relationship. Just like what we talked about two weeks ago, it is an excellent lead magnet.

Speaking directly to your target

A webinar lets you speak directly to your target on the subjects that concern them specifically. For instance, you could run a webinar on "The rights and legal steps for executives who want to resign", to give them free, high-quality answers. The aim is to support them through the process and, in the end, to encourage them to contact your firm for tailored advice.

Considerable reach for your firm

The COVID-19 period made webinars mainstream. Even though plenty of people are riding the wave, it remains a very effective way to reach a wide audience with no geographic constraint. Its impact is considerable, often greater than a video or a classic article. Participants give you their time, live. That is priceless.

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Reaching new circles with a webinar

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Use this format to run webinars with people in your sector (lawyers, influential people in a market and so on). You give them credibility through your status as a lawyer, and you gain visibility in new circles. It creates a halo effect around your online event and you will find it easier to fill. What matters is agreeing with your co-host so that each of you makes an equivalent effort on promotion.

Concretely, how do you run a profitable webinar?

The methods for running a webinar are very similar to those for a physical event. To put a successful webinar in place you first need a tool capable of capturing the email addresses of interested participants. Tally fits that purpose perfectly. Then you need a platform to host the webinar; Zoom, Livestorm and Google Meet are all excellent options.

Once you have those tools, you have to push the information about your webinar across every communication channel available so as to get a satisfying number of sign-ups. To maximise your reach, we strongly encourage you to bring in peers or other people in your sector to take part. If the idea of a partnership appeals, do suggest running a webinar together.

But the work does not stop there. Once the webinar is over, the crucial step is getting back in touch with the participants. Send them a series of emails related to the subject you covered and offer a more personal conversation, over a coffee or on a call. As regular readers will have gathered, every marketing action leads inevitably to a sales process. (The next issue will very likely be on that subject.)

Working out the return on your actions

Once the webinar is done, count the time it took. If you were efficient the costs should be modest, say one day of work (building the Tally form, promotion, preparing the webinar and so on). If one participant signs at the end, you are ahead.

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An example of a webinar here:

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We work with lawyers and firms notably on building websites, on search and content creation. If you want to work with us, click below:

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