As a part of SMB Week, we’re highlighting the webinar tips, tricks and hidden secrets any small organization can deploy for better webinars. This article was originally published on jdsupra.com.
Most webinars are part of your firm’s long-term strategy: they’re programmed and planned out well in advance. So what happens when big news that you need to translate for your clients breaks on short notice? More to the point, how can you develop and deliver a meaningful webinar in 24 hours? Here are five suggestions:
1. Work with Seasoned Attorneys
You need subject matter experts of course, but your webinar will go more smoothly when you’re working with lawyers who are familiar with the format, who have done webinars before, who are comfortable with the pace, the provider, the ways questions are asked and answered. Attorneys who’ve already presented webinars for your firm will be able to focus their limited preparation time on the topics to be discussed rather than how the webinar works.
2. Send Personal Invitations
Mass emails announcing presentations on important topics can work when time is on your side, but on a quick turnaround it’s better to send personalized messages to those contacts most affected by the issues you’re discussing (your profiles of clients and past webinar attendees will tell you who those people are).
Craft your message to make it clear that you know the topic is relevant to the invitee – because they’ve attended similar webinars in the past or downloaded a white paper on a related subject, for example – and remember that the goal of your webinar isn’t to transmit knowledge, it’s to build and enhance relationships with the people in a position to hire your firm. Personal invites can do that.
3. Don’t Overthink the Slides
One of the most time-consuming tasks for developing a webinar is the preparation of slides. That’s because, by and large, people tend to try to cram too many ideas onto their slides, to list all the points they’re covering, to fill up the blank page with words. When you’re on a short deadline, the best way to get around this is to stick to the essentials and limit your bullets to the principal points of the discussion. Use the words – and images, if you can – to accent your presentation instead of recapping it. Leave attendees with concepts they can remember.
4. Invite the Media
Clients and potential clients aren’t the only ones who benefit from your insight and perspective on timely legal developments. Journalists too will appreciate your timely explanation of the impacts that changes in the law, for example, will have on the companies and individuals for whom they are writing. You’ve probably already got a list of reporters who cover these issues, those who’ve quoted your lawyers in the past or called you for background or attended your press conferences. Invite them to your webinar (with a personalized invitation, of course).
5. Don’t Let Perfect Be the Enemy of Good
You’ve heard it before, but that doesn’t make it less true: seeking perfection can get in the way of producing something good. When you’ve got less than 24 hours to develop, publicize, and stage a webinar on a breaking issue, you have to be realistic about what you can achieve. That doesn’t mean settling for a sloppy presentation or a glitchy webinar, but it just might mean letting go when things aren’t perfect.
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With immediate analysis of current developments, your lawyers get out in front of the issues affecting your clients’ ability to do business. And with a well-produced webinar, you develop valuable collateral that later audiences can access on-demand, when their schedules permit and when they’re ready to act on it. That’s a win-win for everyone.
Is there anything that you would add to this list? I’d love to hear about it.
For more information about how ON24 helps legal firms conduct top-tier webinars, check out the legal section of our website.