Maximize Webinar Marketing Value
Friday, February 6th, 2009 - by Becky Sheetz-RunkleLet’s examine the second rule of maximizing the value of your webinars. Earlier this week, we delved into how to use your webinar to reinforce your brand value.
Rule #2–Content comes first. One of the biggest disappointments for webinar viewers is a thinly veiled sales pitch parading as industry content. Go down this dead end road, and not only will your attendees refuse to purchase what you’re selling, they will be aggravated. Your webinar will have created more problems for your company and brand than it solved. Rather than being seen as a value center, you’ll be seen as, well, the opposite of a valuable use of their time.
Most of the organizations Q2 Marketing works with are professional services firms and/or enterprise software providers. They realize how critical it is to deliver value in their marketing programs in order to generate leads and move prospects through the pipeline.
Of course, the webinar is a sales tool. Otherwise, why should your company do them? But to make your webinars most effective, step back and view them from the perspective of your prospects. What are they taking away? How can they better do their jobs, better understand their customers, be more profitable, etc? What’s in it for them?
I took in a Business Wire webinar on optimizing press releases yesterday. Upon logging off, they surveyed attendees with a few quick parting questions. Their purpose was to learn what we gained from the session and what they should cover next time. To gauge the successful delivery of content, you might consider adopting a similar tactic for your next web seminar.
March 26th, 2009 at 11:04 am
[...] Your customers and prospects receive lots of offers to attend webinars. How many emails and other invitations have you received this week urging you to a product or solution webinar? How many have you received today? The important question: how many have you paid attention to and why? For more on how to put together a great webinar, read Maximize the value of your webinars. [...]