Webinars As Part Of Your Marketing Plan
Webinars are one of the latest and greatest ways to build interest and (hopefully) enthusiasm among your marketing prospects. A webinar, short for “web-based seminar,” is different from a webcast in that it allows for give-and-take interaction between a presenter and the audience. It can be used not only to attract brand new sales leads, but to nurture relationships with prospective clients on your list and bring you a few steps closer to a deal.
When deciding if you want to use a webinar, it’s best to begin by evaluating how it will fit into your marketing plan. Webinars are most effective when utilized as part of an overall long-term marketing campaign, not as a stand-alone tool. In order to draw the most attendees, it should be focused on a topic specific to your industry or address ways to solve a specific problem. Avoid blatantly promoting a product or service when advertising your webinar. This will naturally turn off the prospects you’re aiming for, and reduce the number of attendees for future events.
To maximize results from your webinar, make your presentation as personalized as possible. Even if you are a smooth-talking presenter with more razzle-dazzle features than a fireworks display, the effort will be for naught if the needs of your audience are not met. Take time to find out exactly what information your attendees are looking for (just ask for input when they register), and plan ways to deliver it. This will also help you to be better prepared for your webinar’s question-and-answer session.
Follow-up is also key to using webinars in your marketing. Don’t forget to email prospects after your webinar is done with a recap of your topic and links to relevant information. You can also use this as an opportunity to collect feedback about future topics and to improve future presentations.
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