how lawyers should be using webinars as a lead generation tool execsense - 5-6-2011

How Lawyers Should be Using Webinars as a Lead Generation Tool

Larry BodineMaterial in this seminar is for reference purposes only. This seminar is sold with the understanding that neither any of the authors nor the publisher are engaged in rendering legal, accounting, investment, medical or any other professional service directly through this seminar. Neither the publisher nor the authors assume any liability for any errors or omissions, or for how this seminar or its contents are used or interpreted, or for any consequences resulting directly or indirectly from the use of this seminar. For legal, financial, medical, strategic or any other type of advice, please personally consult the appropriate professional.

Material in this seminar is for reference purposes only. This seminar is sold with the understanding that neither any of the authors nor the publisher are engaged in rendering legal, accounting, investment, medical or any other professional service directly through this seminar. Neither the publisher nor the authors assume any liability for any errors or omissions, or for how this seminar or its contents are used or interpreted, or for any consequences resulting directly or indirectly from the use of this seminar. For legal, financial, medical, strategic or any other type of advice, please personally consult the appropriate professional.

About Larry Bodine, Esq.

[email protected]

www.LawMarketing.com

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How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine

www.ExecSense.com © ExecSense, Inc.

Why Webinars?Webinars have grown in popularity as a marketing

technique for law firms to:

• Reach distant clients

• Announce a new practice area

• Target specific clients

• Let prospective clients “road test” you

• Market without leaving your office!

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Benefits of Webinars• Expert status

• Differentiates you from low-tech law firms

• Engages your clients and lets you interact with them

• Generates leads

• Creates follow-up opportunities

• Saves time – no travel – Easy and inexpensive to present

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Skills Required• Ability to create a PowerPoint slide show

• Smooth delivery while talking into a telephone

• Capacity to login to a website and click

the “next slide” arrow

• Skill at presenting practical information in one hour – tops.

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The 4 Steps• Prepare

• Pick a hot topic. • Ask clients what they worry about.

• Promote • Market it as a group event• Most sign-ups will happen in the last few days

• Present• Focus on one topic• 25-28 slides maximum

• Follow up• Bake it into the planning• The new business comes in the follow-up

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Prepare

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• No one wants to hear a commercial

• Have two good speakers (but not three or four)

• Aim for a talk radio sound

• Speakers should interact, not present two separate lectures

• Get a co-sponsor in a trade association or business organization

• Invite a celebrity guest, or someone with a good mailing list

• Use images more and words less

Prepare• Allow time for Q&A – this is what the webinar is really

about• Tell a story• Best practices in action• How you solved a client problem• A client success story

• Outline: • Tell them what your going to say• Tell them• Tell them what you told them

• Practice. Makes notes on a printout. Rehearse in a run-through.

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Webinar Services• WebEx: 14 day free trial. $49/month for unlimited

webinars with up to 25 people at a time• GoToWebinar: 30 day free trial. Unlimited webinars

$99 per month• Adobe Connect: 30 days free. Then subscribe.• Fuze: 30 days free. Then only $29/month• Infinite: 10¢ per minute per connection• Vcall: high-end service for 1,000 attendees or more

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Promote• Create a web registration page with an online sign-up

form• Don’t include any link but the registration link

• Market the webinar as a group event• Set out bullet points of what will be covered – people

will skim• Have a call to action: Register NOW!• Include “share” links • Say who should attend• Put bios, etc., below the first viewable screen

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Promotion• Email, letters, website, blog, LinkedIn, Facebook,

Twitter• Schedule promos weekly + a “last chance” notice• P.R. and advertising• Notify bloggers

• Send reminders

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Presentation

• Quiet room, no “New York Symphony”• Use a moderator – intros and housekeeping• Have a mock attendee• Method for speakers to communicate• Water, cough drops• Shut off all other programs• Log in 30 minutes early

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Presentation• Questions• Live phone comments• Text messages

• Polls• Pointers• Display your desktop• Web tour• Make a recording• Announce your next webinar

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Follow-up• Immediately send a survey after the program concludes

• Add attendees to your mailing list

• Send attendees a copy of the recording

• Put the recording and slides on your website

• Post the slides to Slideshare.com

• Blog about it, send out e-newsletter, issue a press release

• Telephone the attendees

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“I immediately got calls referring files to me in my area of specialization.”

Return on Investment• How many unique visitors did the landing page get?

• How many visitors registered?

• How many registrants showed up• 40% is a good turnout

• How many registrants became clients?



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Additional information • http://bit.ly/gC1EBN



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http://bit.ly/gC1EBN

Questions

Larry Bodine, Esq.630.942.0977

[email protected]

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how lawyers should be using webinars as a lead generation tool execsense - 5-6-2011

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