Hey, kids! Let’s put on a … webinar.
Well, that doesn’t quite have the same ring that “Let’s put on a show in the old barn!” had in the old Mickey Rooney/Judy Garland movies, but, on the other hand, pulling off a webinar requires many fewer people than pulling off a show. And, a webinar is broadcast on the Internet, so no barns will need to be prepared for your event.
A valuable tool for marketers, webinars are an incredibly rich source of content that can be tapped into in many ways throughout the entire customer lifecycle.
A well-executed webinar can offer the following benefits:
- During a webinar, attendees give you 30 minutes to an hour of their undivided attention, a feat practically unheard of in today’s digital age.
- Their format facilitates a two-way conversation between businesses and customers (or prospective customers).
- Attendees have the opportunity to ask questions and start meaningful dialogues.
- Webinars are an incredibly effective method for B2B marketers to generate leads and market to both prospective and existing customers.
- They create a wealth of information that can be spun into marketing gold.
Even though most marketers are leveraging webinars as part of their content strategy, there is always room for improvement in the way that we plan, promote, and execute webinars and then optimize the aftermath.
The following steps can help you walk through the process and emerge on the other side with a successful webinar that yields leads, customers, and first-rate content long after the actual event has ended.
1. Tailor your webinar to your target audience.
Once you’ve decided to put on a webinar, take the time to think about what you want to get out of it. Decide what audience you’re targeting before you put the go-live date on your calendar.
Once you determine your main goal, use it to clearly define your webinar content and map it to the customer lifecycle stages of Attract, Capture, Nurture, Convert, and Expand. To help further shape content, you’ll want to create target buyer personas (for more help on this, check out this short video on creating buyer personas). This will enable a more directed approach and help improve the results you’ll see from your webinar.
2. Determine your webinar format.
After you know your primary goal and your ideal audience, you need to figure out what kind of webinar will be best for your purposes.
This is the most common webinar format. It works because it allows presenters to demonstrate their expertise on particular topics; this helps to develop trust in the speaker and/or the brand. Educational webinars also offer a lot of flexibility. Typically, one to two experts speak, and they present to a slide deck or leverage some sort of video or animations to illustrate their points. These webinars are best when you also allow for some form of audience participation, such as a Q&A or live polling.
Q&A webinars are the ultimate in audience-driven webinar formats because they involve attendees asking questions of panel Go to the full article.
Source:: Business 2 Community