Use Your Leverage: You Have the Building Blocks of a Webinar Program and Probably Don’t Even Know It



Ask your attorneys to share questions clients are asking them. Those are your webinar topics...

Law firm marketers talk often about repurposing intelligence and content; but they often miss the chance to fully leverage their efforts by failing to think across various media. For all the effort that goes into putting together a single event, it’s vital that marketers follow the rule of repurposing existing content at least two times. There are greater returns to be reaped by going that next 10 percent to 15 percent of the way, thus building sum-is-greater-than-the-parts returns. That’s where amplifying ROI happens.

What’s more, many firms already have the necessary assets in place.

It makes sense to funnel all of your firm’s outreach and content production into different types of webinar series. This should be a part of any firm’s cost-effective content strategy. Why? The building blocks are already in place. Thought through properly, hosting a webinar series takes far less prep time than you might think. Here’s why:

  1. You already have lawyers making sense of legal developments in real time. You’re not asking them to research something they haven’t already investigated for clients. Ask your attorneys to share the questions their clients are asking them. Those are your webinar topics.
  2. You do panels, CLEs and bespoke events for clients on pressing relevant topics. It makes sense to convert these efforts into a webinar for clients and prospects who can’t attend live events. PowerPoints for those events will serve as your webinar outline and the webinar can easily take place simultaneous to the in-person session.
  3. Your attorneys are already writing client alerts, blog posts and white papers on topics of most interest to clients. Pull these together and you have the makings of a webinar. Your webinar will serve as the outreach vehicle, and the content you have already produced serves as course materials.
  4. Furthermore, your client alerts, blogs and white papers don’t carry the same tracking and analytics they could with a webinar, so easily wrapping a webinar around them will exponentially increase your metrics.
  5. Preparation for speaking engagements encompasses all the elements needed for a webinar. Leverage those events into a tailored webinar program targeting the sectors that are your sweet spots.
  6. Webinars can cover specific topics, serve as a roundup of recent developments, or educate clients about evergreen topics. Your attorneys are already thinking about these issues; you just need to get them talking about it. Play to your strengths rather than covering every issue. Let webinars become a vehicle to market your sweet spot, rather than covering every development in every field.

Sit down with your attorneys. Ask them about the most pressing issues raised by their clients. Pose intelligent follow-up questions, and ask how the issues specifically affect various industries and market sectors. Can they speak with you for 30 minutes? Then they are already equipped to host a webinar.

In-house counsel and other attorneys are inundated by the written word. Webinars provide a respite from that and take advantage of an opportunity to communicate in a more personal way. People hire attorneys, not firms. Don't rely solely on the traditional written content. Webinars are the ideal medium to personalize your intellectual assets and create a deeper connection with an audience. Find your best presenters and let them flourish. Successful webinars with a distinct voice will build a strong following. 


[Samanatha McKenna is Senior Director, Sales at leading webinar platform ON24. Connect with Sam on LinkedIn.]

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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