How many calls, meetings, and clients do you have today? You likely have enough to cause an ulcer. When people set up webinars, they often overlook how busy their attendees are. As a copywriter, I meet with attorneys almost daily—and even then, I will phone their office only to find out they are at court, in mediation, or on another call. I am not pointing this out because I am frustrated or angered by it (we simply reschedule), but rather because I know how busy people are. Because I am in marketing, I am glad my clients have clients. However, I have accepted that you’ll forget about me if I’m not on your calendar.
The same applies to webinars. When you send out emails to get people to attend your webinars, include a method for linking the event to their calendar. If you know anything about Spotlight Branding, you’ll know how much we value top-of-mind awareness. Keeping your firm top of mind through newsletters, social media, and other engaging content leads to more referrals. In this case, having your webinar event on other people’s calendars will ensure people keep seeing your event.
Why Do People Attend Webinars?
They have a problem they want solved. As an attorney in a service-based industry, you are in a position to help them. Notice how I didn’t say uniquely positioned to help them because you have competitors offering similar services, albeit not identical.
You can use both of these things to your advantage. Try to guess what problem the majority of your attendees have. Granted, there will be several, but pick one that appeals to the most people. The emails you send out need to address this need. For example, don’t use a subject line like this: Attend our FREE webinar on Trusts. No one wants a trust (stick with me!). They want asset protection or the peace of mind of having one. The trust is a means to an end, so don’t sell the former. A better subject line would be this: Attend our FREE webinar on Safeguarding Your Assets From Creditors.
With regard to you having competitors, they won’t have the attention of the people on the webinar when you’re hosting it. During it, include time for questions. Remember how I mentioned the attendees have problems in need of resolutions? Although your webinar is about one specific one, grant them the time to ask you the questions that are relevant to them. No webinar is genuinely free. Even when there is no financial cost, people give up their time. They won’t spend it unless there is something in it for them. They will be more likely to attend if they know there will be time for them to ask you something. It guarantees that they will get value from it.
You Don’t Have to Do This Alone!
I have a very successful and established estate planning client with a radio show and financial advisor. This is an example of two very credible people who have large networks and are not in competition with one another. Financial advisors and estate planning attorneys will often work with one another because they provide services on opposite sides of the same coin.
Use this because we certainly do. As a marketing agency, we host webinars with other people. They reach our clients and vice versa. Like the radio show I just mentioned, combining your webinar with another person whose services align with yours enhances your reach. The fear of hosting an event where you are the key speaker responsible for generating your audience is less daunting.
Spotlight Branding will Help You Promote It
When our clients host workshops or webinars, we include it in their newsletter and social media. Like the calendar tip I gave you, it pays to be at the top of your mind. People may delete an email. A reasonable open rate is about 30%, which doesn’t account for the people who open the email and decide it isn’t for them. Reach people through as many platforms as possible. We’ll post on a variety of social media platforms so your firm is seen by those who need your services. Contact our Business Development Managers to learn how we can increase your referrals and get you better clients.
Spotlight Branding
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