B2B Marketing During COVID-19: Cindy Flynn

COVID-19 B2B Marketing

Cindy Flynn, of Hackler Flynn Law, has gone from doing four webinars a year, to an average of six per week thanks to the Covid-19 pandemic.

She took some time to speak with ATAK CEO, Austin LaRoche about her increased webinar schedule, shared some tips for running successful webinars, and how she’s connecting with business owners looking for advice on how to navigate the Covid-19 crisis.

Video Transcription

Austin LaRoche: Thanks so much for being here today. My name’s Austin Laroche and, here at ATAK, we’re just starting a little, marketing and the time of Covid-19 series. And with me today, I’ve got, Cindy Flynn from Hackler Flynn Law. How are you doing today, Cindy?

Cindy Flynn: I am great, thanks Austin. Thanks for having me.

Austin LaRoche: Cindy, I wanted Cindy to come on because Cindy is doing so many webinars. I think I’m going to have to start nicknaming her, the screen queen.

How many webinars are you doing a week right now?

Cindy Flynn: Probably on average six.

Austin LaRoche: Six webinars a week. So Cindy is an employment attorney, and she represents, entrepreneurs and companies and, and employment battles. And so, the webinars have, I assume, mostly focused on the new CARES Act.

Cindy Flynn: Yes. And Covid-19 and employment law and how to, how to deal with it as a business owner.

Austin LaRoche: What are some of the common questions that you’re seeing from customers?

Cindy Flynn: Oh, man. The biggest thing that I think is blowing people’s minds right now is, providing an expense reimbursement for your employees who are working from home for internet and cell phones and how many businesses are not doing that, but I think it’s going to be a big area in which plaintiff’s attorneys out there are going to find a way to file a class action lawsuits again business owners.

Austin LaRoche: I just been so impressive of how you’ve been able to just take hold of a situation because so many different companies in different industries, they’re, they’re being disrupted and they need somebody within their industry to be some sort of voice of reason and in that thought leader. And so it’s cool to hear like your, your big point of view with everything is that you see, you see this area being somewhere where employment law is about to be shaken up.

So before all of this started though. How many webinars were you doing just regularly or maybe ever?

Cindy Flynn: I think I did four last year in total.

Austin LaRoche: I, I’ve always said that webinars, webinars are kind of like QR codes, like they’re perfect in theory. Right? And then, and then it was like, until we were all forced to work from home, like we all still wanted that, like, you know, handshake face to face and now it’s like, well.

Webinars are make complete sense. And it’s the best way for daily, continued education.

Cindy Flynn: Yes. And Austin, you know, our firm hired, ATAK your amazing company last year. And one of the things on our to do list that we talked about was getting out and putting together webinars for our clients, our prospects, our friends, our community.

And it was kind of, you know, number 101 on my to do list when we were forced to all those zoom. It’s so easy to put together a webinar and to host a webinar, and that’s where the idea actually came from you guys. So, you know, I, I’m forever grateful for that. And then Covid-19 just made it like we put it into action, right?

And, and have a full audience and. No. Just as an employment lawyer, we are trying to pump out as many free webinars to our community as possible because I really feel strongly that businesses are going to be sued this year. we’ve had four clients now in the last two weeks, come to us with demand letters from employees that they’ve gotten rid of, that they’ve terminated since Covid. So I just, I feel so strongly that I’m like, please talk to your employment lawyer or call me if you don’t have one, because, I, it’s just, it’s just an area in which, you know, some businesses are going to get into trouble, but

Austin LaRoche: It’s something that everyone’s concerned with and, you know, and anytime there’s transition, everybody wants to able to do things the right way. Right? And so being able to consult somebody like yourself is an area where I feel like in businesses that have a great advantage now. You know, even before they have to make a lot of the tough decisions and also learn a lot of things.

Cindy Flynn: I think it’s a good opportunity to work with companies like yours.

I mean, I think. I’m keeping you guys plenty busy right now with all this. Every time I put together, you know, the content, I send it over to your team for that, like design, image, you know, consistency. Cause we want to make sure with all our marketing efforts that it’s consistent throughout, right? And so your team does such an excellent job on putting together, and the final touches on all of the content that, you know, my team puts together and then making it not so much legal-ey, but common language that people can understand. So that’s another thing though. I think that now’s a good time to also focus on marketing efforts and consistency throughout your organization.

Austin LaRoche: Yeah, it’s funny. I keep telling everybody there’s like two paths you’re going to take during this time, and sometimes those are blended, right?

One is invest in infrastructure of the marketing. You always wanted that new website. You wanted to install a new CRM, like now that things have slowed down to an extent, like there’s that time to really invest in that infrastructure or, and, or, you know, invest in the thought leadership, which is what you’re doing and you’re telling your market how to get out in front of Covid-19 of how to, you know, navigate this mess.

And I think that, both those things can be, both those things can be really good investments. And I want to go back to what you were talking about with the webinars because, now that you’ve done them so often, six a week, what are some, like, what are, what would you say some do’s and don’ts would be for someone who wants to host a webinar?

Cindy Flynn: You know, I think, the more prepared you can be, like in any speech, the better, the more you can anticipate your, the questions that people are going to ask you. The better. and it gives you a chance to really be prepared and do your due diligence because, I mean, what else are you doing right now?

Right. I’m preparing for webinars. Some of the things that I think, you know, you want to avoid when doing a webinar, any presentation for that matter is reading directly off the screen. Right? Like it makes you sound like a robot. but I think that’s with any sort of speech that you get, you never want to, you want to use PowerPoint to your advantage.

And something that your team does great is, you know, I can put together a slide with like, Oh, this information. And then they take it all away and put like a picture or, you know, a graphic or something to where it’s, it’s so much easier to understand. So, but I think that just goes with not only webinars, but with any sort of presentation you’re giving.

Austin LaRoche: I absolutely, I, any, any time you can avoid having everyone reading your screen instead of listening to what you’re saying, you’ve got to take it. What about anything like a technical, I know you’ve been using yours, you used zoom for your webinars.

Cindy Flynn: I do. And it’s great. You have, it’s not the normal, zoom package.

They have something additional. Where you can have up to a hundred people in a webinar. They also have like 500 have been on 2000 person webinars and there are different structures there. But what’s nice about that is it allows you to, just see the speakers and your PowerPoint presentation or whatever you want to do as far as sharing your screen.

You don’t have to see all 100 people are all 2000 people, you know, in a single. I guess gallery view room.

Austin LaRoche: Yeah, zoom room or zoom banquet hall.

Cindy Flynn: Right, right. Great.

Austin LaRoche: So you said you’ve been doing the a hundred person, webinars for yours?

Cindy Flynn: I mean, if I do one with the bar association or something like that, it’s obviously a lot bigger or other networking organizations, you know, their limit is a thousand.

With regard to, the limits, I like to keep it to a hundred people because with our webinars that we’ve been doing is very interactive, so people can ask questions throughout and what they, what they have on there, under zoom, under webinars, is a QA section so that people can type in questions and then you can respond to the questions.

And then sometimes when it gets to a hundred people or so in a webinar. I have one of my associates on the line as well, so she’s able to answer specific people’s questions that it’s not necessary to bring to the whole group. I’ve found that to be really helpful because I’ve done webinars with a lot of people and to navigate questions and keep it flowing throughout can be challenging at times.

Austin LaRoche: I mean, it’s still a hundred and have the question moderator, to be able to help delineate. Okay.

Cindy Flynn: And I also have her chime in as well too, throughout so that it’s not my voice. I mean, with most webinars, sometimes it is my voice just talking for an hour, but it’s nice to break it up a little bit too. Okay.

Austin LaRoche: And so on the question and answers, do you, do people, do you have like a time at the end for questions or is it, you know, if anybody has a question throughout, what, what’s best practice there and how do you balance that?

Cindy Flynn: I like to do it throughout, that way if I’m talking about something in the beginning, you know, I can, my mind can stay on that subject matter and then I can answer the questions as they roll in while we’re on the slide and it’s particular and pertaining to that area that we’re talking about rather than waiting until the end. But that’s just my style, you know, I think, I think you have to go with what works best for you. But I have been, asked questions at the very end, and then I try and go back to like slide 10 and you’re like scrolling through the irrelevant information so that everybody kind of knows what you’re talking about.

Austin LaRoche: Keeps it engaging too, because people feel more involved. Well that’s great. Well, I think after hearing a little bit of, things I didn’t know as a business owner, I’m going to need to pop into one of the next, three webinars can go to your website,

Cindy Flynn: It’s and then I have an events section that your team put together that is amazing. And, you can either look for, our upcoming events, which, I mean, we have some scheduled out too next February already on the website. And then you can also scroll back and look at past events and see the recordings from any of those for free.

Austin LaRoche: For free? So, there’s, there’s zero reason why business owners should not go and get caught up on, on what’s what they need to know now that we’re in the age of Covid as employers.

Cindy Flynn: That’s right. That’s right.

Austin LaRoche: Awesome. Great. Well, thank you so much. I really appreciate you doing this and I, I’m excited for all the people who will continue to, to learn from you and hopefully protect themselves because of you, and thank you again.

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