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Maximize the value of your webinars
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Today we’re going to spend a little time on webinar, or online seminar, content. Earlier this week, we examined the connection between your webinar and your brand.
One of the biggest let-downs 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 your 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 we work 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.
For more info: Webinars - are your's big hits or big misses?
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