Webinars are a fantastic way to share your firm’s expertise and generate leads, and they’ve become even more important during the pandemic. However, simply hosting webinars isn’t going to do much for your marketing strategy. Nor will briefly advertising them and then hoping people show up. Try these tactics to increase your law firm’s registration and attendance numbers.
1. Add Length to Your Promotional Cycle
One report found that 24% of webinar registrations happen 15 or more days before the event. That’s a good reason to extend the length of your email, social media, and internal campaigns. Try making sure you’re promoting for an entire month before the event. Keep the phrase “early and often” in mind to make sure the opportunity to register reaches the most people.
2. Don’t Forget a Day-of Reminder for Your Webinar
A full 29% of law firm webinar registrations occur on the day of the event. Those people are also statistically more likely to actually attend the event. Make sure that you always send a last-minute note to anyone on your invite list who hasn’t rsvp’d yet. Make it clear that it’s not too late. You never know, maybe their schedule opened up! Additionally, it’s a best practice to send an email to anyone that registered earlier with the information on how to join. You’d be surprised how many webinar hosts don’t send this information and then rely on their attendees to dig up an email with the correct timing or link. You’re bound to have a big difference between original registrations and attendees if you don’t remind people and make it easy to join.
The more engaged your audience is, the more likely they are to remain on for the full webinar and also sign up for your next one. Use things like surveys, polls, and lively Q & A sessions to get attendees involved. This is also useful for gathering real data and feedback that can help you optimize webinars and other content moving forward. Try including a poll and then letting attendees know you’ll send a brief report with the results via email. You could also create a resources list for people to download after the webinar. The more that you can provide valuable insights and build relationships, the more likely you are to see future attendance numbers increase.
4. Build Out an On Demand Strategy
Studies show that a large number of people only watch webinars through an on demand option (not registering for an event in advance). In addition, a large portion of people planning to attend the webinar get busy with other things (or forget – hence the reminder!). Punishing them by not providing an option to view the content will not win your firm any fans. Make sure you record all webinars and include on demand details with any information that you send via email or even promote through social media or search engine marketing. We suggest keeping a collection of on demand webinars on your resource page (for example, we keep several of our most popular webinars here under our website Insights).
As you promote your webinar’s live viewing, make sure to tell users to register so you can send them the on-demand taping as well. This will help maximize the number of registrations and improve upon your webinar’s ROI.
5. Countdown on Social Media
Seems straightforward, but you’d be surprised how many law firms skip posting about their webinar on social media. Build awareness of your event early on by marketing it on the channels where your audience is most active. You can use a ‘countdown’ format in your posts to create a sense of urgency surrounding the date of the webinar. Always make clear the exact date and time of the webinar and urge users to register before it’s too late.
Using the longer cycle we mentioned, you can make a few different creative posts without appearing spammy. You can even create a paid social campaign for some extra reach. Don’t forget to have applicable staff promote the webinar as well. For example, any panel members who will be part of the webinar should mention it on social media, including what they’ll be talking about and why they’re excited (and a link to the registration page, of course). The more that your law firm’s webinar information is shared on social media, the wider the audience that may register.
Including exclusive content, an offer or insider information is a good way to entice users to join your webinar. If you’ll be providing the offer at the end of the webinar, include sneak peak in your promotions and be sure to mention that the offer is exclusive to webinar attendees.
7. Send Emails from the Host
Any emails you send about the webinar should come from the host and their email address. Write the copy of the emails in a personal way that makes it look like the host is involved in an ongoing conversation on this topic and is personally inviting users to take part in the webinar. Make sure to also include personalization in your email so users feel this offer was curated for them.
8. Host a Q&A Session
If users are attending your webinar, then it’s probably because they want to learn more about the topic from an expert. It’s a best practice to always include a Q&A session at the end of the webinar. Make sure to advertise that you’re hosting a Q&A session and that registrants will have time to personally ask their most pressing questions to an industry expert.
It may seem counterintuitive to set a cap on how many people can register for your webinar, but if you only have a limited number of seats this creates a sense of urgency to register. Tell users via your promotion that there are only a limited number of spots left. This will entice them to register just in case so they don’t miss out on this opportunity.
10. Personalize Your Landing Page
Your landing page makes a big impact on whether a user will register for your webinar. This is a great opportunity to add personalization. 71% of consumers want personalization. Personalize items like headlines, taglines, CTAs, content offers and more to make users feel this webinar is the perfect offer for them.
Webinars continue to offer a great way for law firms to stay in touch with clients, build credibility, and generate new leads. Try these tips to make the most of your webinar strategy and to increase your law firm’s webinar registrations, for both the live and on demand session. Once you’ve put in the work to create a great webinar and drum up attendance, let it keep working for you by using one of these tactics.
If you need help in developing a successful webinar strategy or need assistance in promoting a webinar to your target audience, reach out to us. We can work with you to ensure your law firm webinars have maximum impact with clients and prospective clients.