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

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Larry Bodine, Esq., describes how webinars are an easy and inexpensive way for law firms to generate leads and new clients. They work especially well to introduce a new practice, a client success or a …

Larry Bodine, Esq., describes how webinars are an easy and inexpensive way for law firms to generate leads and new clients. They work especially well to introduce a new practice, a client success or a new partner. There are 4 steps to follow: prepare, promote, present and follow-up. Mr. Bodine is a business developer who has advised 250+ law firms over the last 20 years.

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  • 1. How Lawyers Should be Using Webinars as a Lead Generation Tool Larry Bodine 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.
  • 2. About Larry Bodine, Esq. 630.942.0977 [email_address] www.LawMarketing.com Slide How Lawyers Should Be Using Webinars as a Lead Generation Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 3. 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 How Lawyers Should Be Using Webinars as a Lead Generation Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 4. 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 Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 5. Slide 5 How Lawyers Should Be Using Webinars as a Lead Generation Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 6. 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 Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 7. 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 Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 8. Prepare Slide 8 How Lawyers Should Be Using Webinars as a Lead Generation Tool Larry 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
  • 9. 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 Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 10. 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 Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 11. 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 Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 12. Slide 12 How Lawyers Should Be Using Webinars as a Lead Generation Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 13. 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 Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 14. Slide 14 How Lawyers Should Be Using Webinars as a Lead Generation Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 15. 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 Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 16. 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 Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 17. 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 Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.
  • 18. Slide 18 How Lawyers Should Be Using Webinars as a Lead Generation Tool Larry Bodine www.ExecSense.com © ExecSense, Inc. “ I immediately got calls referring files to me in my area of specialization.”
  • 19. 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 Tool Larry Bodine www.ExecSense.com © ExecSense, Inc. Slide
  • 20. Additional information
    • http://bit.ly/gC1EBN
    How Lawyers Should Be Using Webinars as a Lead Generation Tool Larry Bodine www.ExecSense.com © ExecSense, Inc. Slide
  • 21. Questions Larry Bodine, Esq. 630.942.0977 [email_address] www.LawMarketing.com Slide How Lawyers Should Be Using Webinars as a Lead Generation Tool Larry Bodine www.ExecSense.com © ExecSense, Inc.