How lawyers should be using webinars as a lead generation tool execsense - 5-6-2011
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Transcript of 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.
www.LawMarketing.com
Slide 2
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!
Slide 3
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
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
Slide 4
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
Slide 5
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
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.
Slide 6
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
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
Slide 7
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
Prepare
Slide 8
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
• 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.
Slide 9
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
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
Slide 10
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
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
Slide 11
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
Slide 12
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
Promotion• Email, letters, website, blog, LinkedIn, Facebook,
Twitter• Schedule promos weekly + a “last chance” notice• P.R. and advertising• Notify bloggers
• Send reminders
Slide 13
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
Slide 14
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
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
Slide 15
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
Presentation• Questions• Live phone comments• Text messages
• Polls• Pointers• Display your desktop• Web tour• Make a recording• Announce your next webinar
Slide 16
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
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
Slide 17
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
Slide 18
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
“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?
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
Slide 19
Additional information • http://bit.ly/gC1EBN
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.
Slide 20
Questions
Larry Bodine, Esq.630.942.0977
Slide 21
How Lawyers Should Be Using Webinars as a Lead Generation ToolLarry Bodine
www.ExecSense.com © ExecSense, Inc.