Helen Cox Marketing Consultant Kent and London

Crank Up Your Legal Webinars: 8 Proven Tactics for Success

Since Covid changed the way that we work and communicate, it seems that more and more people, businesses and professional services are embracing the power of virtual communication. This includes things such as webinars.   

Webinars are presentations, meetings and networking opportunities that all take place in a virtual world. When done right, they can be a truly powerful marketing tool that you can use to your advantage.   

Not sure how to create a legal webinar that is going to succeed? Here are 8 top tips to help you to achieve your goals.   

Master the promotion stage  

One of the key parts of hosting webinars is getting the promotion of said event right. This means that you need to do whatever you can to engage with your audience and get them on board. You should aim to start promoting your webinar about a month before the big day. 

This time frame means that you have plenty of time to build the relevant connections that are going to help to make it popular as well as ensure that it is close enough to the day so that no one forgets that it is happening.  

To properly promote it, you need to post on social media regularly, create blog posts that give a little insight into what the webinar is going to be around and of course, email your contact database to let them know what is happening.   

The promotional content that you send out needs to contain just enough information to get them interested in the webinar and want to attend and find out more. You also need to prepare to take quick action when someone asks you a question, demonstrating your desire to engage with your audience and assist them to the best of your ability.  

Make a hashtag  

When you use social media to promote your webinar, you are going to want to create a hashtag that goes along with it. You can track and engage with conversations and posts related to your webinar as much as possible by using this.   

Add social media handles   

Along with hashtags, another key part of social media that is going to be a useful tool for your webinar, is social media handles. You can add these to any of the visual aspects of your webinars, including any slides or presentation screens.   

Having visible social media handles means that it is going to be easy enough for those who attend your webinar to easily follow you and any presenters and speakers who may interest them the most.   

Deliver solutions   

The best webinars are those that set out to provide value, usually by offering a solution to an issue or concern that someone may have, If you can do this, then you are already on the fast track to success. Of course, this does mean that you are going to need to take the time to understand exactly what it is that your clients want and need from you, but this should be something that you can work out with some time and research.   

Don’t overlook design  

During a webinar, people are watching the screen, rather than being there in person, which means that you need to make sure that what you present on screen is as engaging as possible. This can be one of the hardest things to get right, but, if you do this, then you are going to feel the benefit. 

Slides that you design should have an image or some form of graphic on each of them, this will help to keep attention on them. You should also link these to what you will discuss at the time you present the slide.

Limit any text on the slides to avoid making them overly busy and full. Printing it in large text also makes it easier to read. Make the font colour provide a direct contrast to the slide’s background (think white and black) to help it stand out and be visible.  

If you are moving onto a new topic, then you should have a title slide, that covers the subtopics that are going to be discussed in that section. These should be consistent throughout the entire section to help the presentation flow properly.  

You should also never be frightened to leave some blank spaces at times, this will help to keep the content (the part that you want people to understand) at the forefront of what is being read, listened to and understood.   

Have a thought leader on board  

To make sure that your webinar hits where you want it to, you should engage with a thought leader. This person or people, will be experts in relevant topics or parts of what you do and what your webinar is going to be about. They will bring a new viewpoint and information to your presentation and, when they share to their audience, they can also help to promote to a whole new (and potentially interested) audience.  

Work across media  

Of course, you are going to want to ensure that you have plenty of images in your webinars to keep people interested, but you can take this one step further. Think about other media types that you can include in your presentation.  

Things like GIFs, short videos, screen sharing of tools that you may want to showcase using, images of the speakers themselves (if they are not appearing on the screen) and also any relevant infographics on the topics.   

Be prepared  

You should ensure that you organise and prepare before the big event. You want to try and meet with any speakers that you have so that you can have an understanding of the slides that they will be presenting. You’ll want to take charge of some of the aspects of the admin of their presentation for them, to make it as easy as possible and keep the webinar flowing as smoothly as you can.   

As you can see, there are lots of things that you can do to make sure that your webinar works just the way that you want it to. Then, you can use it as a great way to promote your law firm, as well as bring in as much interest as possible in what you do.   

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Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.