Hosting a successful webinar is easy to do, but requires a certain amount of planning ahead in order to ensure a high rate of return on investment or ROI. The best webinars are those that have important, relevant information to share with a targeted audience that is genuinely interested in the subject matter. Audiences rarely have patience for what they view as sales pitches, so it is important to tailor a message to include valuable information that will intrigue and inspire. Keep the following strategies in mind when planning a webinar:
Identify the Message
The crux of any webinar is its topic. Businesses should strive to share information that will cast their brand and their employees in a flattering light. For instance, if a new government regulation drastically changes how medical coders bill Medicare, a market will exist for hospitals and health care systems that want to learn more about these regulatory requirements. A company can then host a medical coding webinar that explains these changes and their effects, while also mentioning that the seasoned professionals presenting this information are available on a consultancy basis to further assist.
Create a Memorable Presentation
A webinar should be as slick as a marketing presentation. After all, it is representing the company and the thought leaders behind it. Most webinar hosting services, such as WebEx and GoToMeeting, allow for the uploading of PowerPoint slide presentations. Using corporate style sheets is the best way to ensure that a webinar adequately reflects the look and feel of the firm’s brand. Information should be shared in a succinct, visually pleasing manner that keeps the audience’s attention.
Find and Invite an Audience
When identifying an audience for a webinar, it is important to choose individuals who will genuinely be interested in the topic, but also be selective when inviting. Smaller webinars allow participants to freely ask questions and to interact with the presenter. If the webinar topic if popular, additional webinar dates can be added. Don’t be tempted to send out a mass e-mail to all sales targets at once, especially individuals who work for the same corporation. Tailor invitations to qualified leads. Qualified leads can be:
- Individuals who requested company information at a trade show
- Existing clients with whom a good working relationship has already been established
- Referrals, either from existing clients or co-workers within the firm
Once an audience has been identified, send e-mail invitations to the webinar. Also, cross-promote the webinar on the company website, at trade shows and national events, and print campaigns.
Follow-Up and Follow-Through
After the webinar, e-mail each participant a takeaway such as a PDF of the presentation, a fact sheet about the company, or tailored marketing materials. Three to four weeks following the webinar, touch base with each audience member to ensure that all questions were answered and to gauge interest in future webinars. This is also a great opportunity to find out how a webinar could be improved upon.
Utilizing Marketing Strategy is Key to Webinar Return on Investment
Successful Webinars: Easy, Effective, Efficient
Webinars are a great way to market a corporation and its thought leaders. Sharing depth and breadth of expertise, new products and interacting directly with potential clients are just some of the benefits of hosting a webinar. Webinars are a great way to establish any corporation as technology-savvy, forward-thinking and eager to personally reach out to its consumers.