Webinars are pivotal platforms for law firms to share expertise, connect with clients and foster credibility. They have become an integral aspect of digital marketing strategy for many legal professionals.
However, a common misconception is that the webinar’s job is done once the session is over.
In reality, the post-webinar period is filled with opportunities to enhance client engagement and capitalize on the initial momentum of the webinar.
Let’s dive into a comprehensive approach that can ensure your law firm’s webinar remains impactful, even after it is over.
1. The Art of the Follow-Up Email
Engage Actively with Attendees
- Gratitude is Key: A simple thank you can go a long way. Recognize the time attendees invested in your webinar and express genuine appreciation.
- Summarize & Supply: Offer attendees a brief rundown of the session’s core messages, supplemented by links to detailed resources, such as additional content (blog posts, podcasts and videos) or infographics, which they might find valuable.
Reach Out to Those Who Missed Out
- A Second Chance: Give registrants who couldn’t attend live another opportunity to benefit by sharing the recorded webinar.
- Reignite Their Interest: A concise summary can rekindle interest, nudging them to engage with your future webinars.
Expand the Dialogue
- Q&A as a Resource: The Q&A segment often addresses pressing queries and common concerns. Consider creating a comprehensive Q&A document or blog post and share it with all registrants.
2. Feedback: The Constructive Critique
- Surveys & Feedback Forms: Encourage attendees to share their thoughts on the content quality, delivery, technical experience and overall value.
- Email Channels: Create an open channel of communication, urging attendees to share extended feedback or any additional queries.
Review & Reflect
- Team Debrief: Gather your team for a post-webinar discussion. Dissect every element, from the quality of visuals to the pace of delivery.
- Spot the Shortfalls: Were there unanswered questions? Technical hiccups? Recognize these gaps to ensure smoother sailings in the future.
3. Delving into Data
- Understand Attendee Behavior: Platforms like Zoom and GoToWebinar offer detailed metrics that can help you gauge attention span, registration-to-attendance ratios and more.
- Assess & Iterate: Use these insights to iterate and improve. For instance, if drop-offs happen at specific times, assess the content presented during that period.
4. Repurposing: Getting More Out of Your Content
Recording as a Resource
- Archival Advantage: By archiving webinars, you ensure that the valuable content is accessible to clients, prospects and newer audiences over time.
Diversify & Distribute
- Content Multiplicity: Webinars can be goldmines of content. Transform your webinars into blog posts, infographics, podcast episodes or a series of social media posts.
- Consistent Promotion: Share these repurposed materials across all your communication channels, from newsletters to LinkedIn posts.
- The end of a webinar marks the beginning of opportunities to further engage with your audience.
- Tailored follow-up emails cater to both attendees and those who missed out.
- Constructive feedback is golden; it’s a direct line to what your audience thinks.
- Analytics can provide a roadmap for improving subsequent webinars.
- Repurposing webinar content maximizes its reach and reinforces the firm’s expertise.
Webinars can offer law firms an unparalleled avenue to showcase thought leadership, connect meaningfully with clients and generate leads. However, the effort shouldn’t end when the session ends. By embracing a holistic post-webinar strategy that involves engagement, feedback, analysis and repurposing, law firms can amplify the impact of every single webinar and ensure that the value it offers is not short-lived but continuing.