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As a law firm marketer, events may be part of your marketing mix. Whether entertaining clients at a golf event,marketing law firms Demonstrating your attorney knowledge at a conference, networking, or expanding your brand is important as a legal marketer. Do you remember the last event you attended? More importantly, do you remember the people you met? Events are a key way to strengthen client relationships, build credibility and awareness, and satisfy prospects when marketing law firms. In today’s digital world, there are things you can do before, during and after an event to ensure your presence is memorable and you get the strongest possible ROI.

The importance of organizing online events in law firm marketing

Since the COVID-19 pandemic, online events have become increasingly important for marketing law firms. And creating online solutions has shown us that you can extend your reach to an even wider audience with an online offering. Even if your company hosts in-person events, you can easily take advantage of these online sharing opportunities to connect with an even wider audience than those who attended in person.

Online events are a great resource for lead generation and help position your company as an expert in your industry.

Now more than ever, people are looking online for educational information in a more digestible format. Online events are a great way to share a wealth of information with your audience without going through the often expensive and time-consuming process of hosting.

Types of Online Events for Marketing Law Firms

The most common way to host online events is through video platforms like Zoom, but today there are many different types of online events you can choose from for law firm marketing due to the new offerings of social media:

  • Host a webinar on legal issues on Zoom
  • Live Event via LinkedIn
  • Q&A session via YouTube Live Streaming
  • Share information from a conference in person via Instagram Live
  • Share information about legal issues via Twitter Live
  • Give a tutorial on Facebook Live

Before the eventmarketing a law firm with webinars

Consider your goals for the event: what interactions are you hoping for and what does success look like? Back off from there. Create measurable benchmarks that you can track. Determine the required budget. Then, establish your audience and ways to reach them for success using online events to market your law firm.

  • Make sure your event is posted on all relevant channels. Your website should have a separate page dedicated to the event, and be sure to add a pop-up for your event on your website / relevant event link pages, such as certain blogs and your home page. Also, be sure to add the event to your LinkedIn page as an online event. (From there you can link to the registration page, if necessary, if it is hosted on another site).
  • Create an email campaign to reach out to potential attendees or people you want to connect with at the event. You can also set up an automated process with touch points before, during and after the event. Emails are an easy way to create and manage records.
  • Post relevant information on social media and make sure you have the right hashtags. If the host company, organization or association has specific hashtags for the event, be sure to create posts using them. If you are organizing the event, create applicable hashtags and start using them so that attendees can share their experiences as well.
  • Make sure you update your website, LinkedIn and other channels about your presence and why visitors should care.
  • Build a content timeline: To get the most traction leading up to the event, you should create valuable content that is released on a schedule. Determine what you can reasonably create and then schedule accordingly (make sure to post at the right time). The bigger the event, the further in advance you want to start planning.

During the event

73% of companies use social media to promote their events while they are happening. This may include posting updates, photos or product advertisements. Many companies run contests or use social media to drive traffic to certain sessions or booth numbers. Consider live-tweeting during the event or sharing updates to your LinkedIn Event Page (which will be created automatically if you create an online event on LinkedIn). Remember to use all your hashtags and tag the people or speakers you found particularly engaging.

After the event

Take a look at the follow-up strategy you’ve created. Ideally, have a multi-touch approach to your stakeholders (attendees, potential new customers – whatever you decided to measure before the event). Now is a great time to set up an automated email follow-up sequence. For example, sending a broad follow-up message, followed by a second message to those who opened it, and so on. Depending on your business development bandwidth, this may also include phone calls. It may be appropriate to upload lists to your CRM or make connections on LinkedIn.

Once you’ve had time to track and digest some data, look back at those measurable goals you created and see how you did. Try to review KPIs such as registration and attendance, social media engagement, new names added to your database or leads generated.

And remember, if there is an option to record your live event, always do it. You can take this recording and then offer the event to offer. This can become a great tool for lead generation.


Planning, setting up, or even attending large events is a daunting task. With the right plans in place, you can be sure that event marketing is a useful solution for you – and your attendees!

This post has been edited and republished since March 14, 2019.

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