I’ve done a lot of webinars throughout my career. What I like about them is that they enable you to connect with your prospects in a very personal and specific way. And when you do them right, they are also really great at driving leads. If you haven’t considered doing a webinar, I think you should. And, if you’ve already done webinars, I think this information will be helpful for you too.
- CONSIDER PARTNERING UP TO DOUBLE YOUR REACH
I know, it seems counterintuitive to think of sharing the spotlight when you are doing a webinar to promote your brand and drive leads to your business. But, here’s why I suggest finding a strategic partner for your webinar. When you partner with a complementary company, you are able to create a much more interesting message that appeals to twice the prospects – yours and theirs.
- CREATE AN ACTUAL PLAN OF ATTACK
Another advantage to having a webinar partner is that the workload is shared. However, even if you don’t partner with another company, it’s crucial that everyone involved knows the expectations and what their role is in completing the job. Create a plan and distribute it to everyone involved. Not only must you decide on the content of the webinar, but you also need to address the promotion of the webinar. More on that later.
- CREATE CONTENT THAT IS INTERESTING AND MEANINGFUL
Whether speaking just to your audience or to a shared audience, the goal is the same: create meaningful and interesting content. What is the message, who will say it, and how will they say it? You want to use fresh ideas that build on the other content you have already created – something they can’t Google and find on their own. Webinar attendees want to learn about new ideas, tips, tactics, industry secrets, etc. There need to be good takeaway ideas. Also, it’s so important that you have someone who is comfortable in front of the camera doing your webinar.
4. DEVELOP A PROMOTION PLAN
Webinars are no good if no one sees them. You have to have a plan to promote the webinar. You’ll need to create a compelling landing page that entices prospects to sign up to attend. Then, share links to the landing page via your social media and e-mail campaigns. You should also consider writing a blog about the webinar and posting links to it on your social platforms as well.
- USE YOUR WEBINAR TIME WISELY
During the webinar, you will want to engage with your audience in real time via live tweets. Your tweets should include screen shots of interesting data, key information via a quote, photos – whatever is beneficial and of interest to your prospects. And, make sure you respond to all questions.
- USE YOUR TIME AFTER THE WEBINAR WISELY
Just because the webinar is over doesn’t mean that its effectiveness is too. Build off the momentum of your webinar. Create a blog that recaps the webinar. Include photos, video, charts, etc., to engage those who missed the webinar.
Webinars are great lead generators and a necessary component of your content marketing strategy. They allow you to reach your audience like no other medium, simulating an in-person conversation. Take advantage and consider adding at least one webinar to your 2017 plan.