Workshop & Webinar Marketing for Lawyers

Begin with the end goal in mind. You can structure your workshop like this:

• Introduce yourself and tell the audience there’s no way a single workshop could cover everything there is to know. Each person’s situation is unique, and there is no one-size-fits-all solution. That’s why you provide a free initial meeting to workshop attendees (if you offer this).
• Prime the audience at the beginning of the workshop. Let them know that you will stop about 20 minutes before the event ends to ensure there’s enough time to schedule everyone for their meeting.
• This gets them thinking about when they would want to schedule their meeting, and what questions they have for you.
• Your supporting team member should visit each attendee towards the end of the meeting to collect the evaluation forms and schedule consultations.

Read more in this blog: How to Turn Estate Planning Seminar Attendees into Consultations

When someone registers for your workshop or webinar, you must follow up with him or her as quickly as possible.

With Bambiz’s system, you are immediately notified of each new workshop or webinar registrant via email. They also go on a spreadsheet that your firm can access 24/7. 

The registrant immediately receives an email confirmation outlining the event information.

Now, your law firm takes over. Make it a priority to confirm the attendee’s registration within 24 hours via phone. That quick turnaround will increase the likelihood of them showing up at your event. Getting them on the phone is essential for conversion from registrant to attendee.

At a minimum for a live workshop, you should make contact via phone within 24 hours of registration and again 1 day before the event.

For a webinar, you should enroll them into a 2-week sequence that includes calls, emails, and text messages. 

To guide you through the process, we provide our Bambiz clients with sample follow up scripts.

Block out your schedule the day after your workshop to send attendees a thank you note, through email or regular mail. (This can also be delegated to a trusted staff member).

It lets your attendees know that they are noticed. Use the attendee’s responses on their evaluation form you collected to address any pain points. Besides just sending a thank you note, make an active effort to call and set up appointments with anyone who did not sign up during the event.

The longer you wait, the less interested a potential client will be down the road.

You have the option to extend the special workshop-only discount (if applicable) over the phone if they book right then.

Your ad budget goes hand in hand with your registration goals.

First, think about how many households you would like to have registered for your upcoming event.

You will then multiply that number by the advertising cost per registration.

The cost per registration varies widely depending on: your geographic area (rural or metropolitan) and the competition in your area.

On average, it costs around $60 in ad spend to get someone to register for an Elder Law or Estate Planning Workshop. That average considers rural areas (less expensive) and metropolitan areas (more expensive). Your actual registration cost will be higher or lower, based on the mentioned factors. Our team can give a more accurate estimate during your first meeting with us.

For example, if you want 30 households to register for your event, you would multiply that number by the $60 average. That gives you an ad budget of $1,800 for that single event date and time.

What if you plan to host two events on the same day at different times?

You double that budget to accommodate both events. That would give you 60 registrations between the two events, and your ad budget estimate is $3,600.

You can use this basic principle to estimate your ad budget, and it scales based on your goals, whether you are hoping for 15 registrations or 50.

Note that ad costs are paid directly to Facebook and are in addition to Bambiz’s pricing. Bambiz receives no compensation for the amount spent on ads.

All of our Bambiz clients go through a four step onboarding process where we collect a few items from you.

These include access to your Facebook page so we can post ads on your behalf, a short invitation video that we can use for your campaign, and providing us with your event information.

Once we have all of your onboarding items, it takes 3-5 business days to build your campaign.

For optimal performance, we recommend 2 to 2.5 weeks to market your event. This time allows us time to optimize your campaign and get you the best possible results.

You are always welcome to submit your dates further in advance, and we will launch your campaign at the appropriate time. 

For new Bambiz clients, we recommend starting service with us 3 to 3.5 weeks before your event. That allows us time to properly onboard you before launching the campaign in our ideal 2 to 2.5 week window.