Webinar marketing is a great tool for business as it provides a virtual event that has clear objectives such as the following using a live video feed, with multiple interactive elements, for your speaker and team to deliver:
- Client and customer education: demonstrate and describe, in detail, the benefits of your product or service in front of a live audience.
- Link to the data sheets, white papers, marketing assets and collateral that you have invested in.
- Have team members available, in addition to the speaker that have expert product or service knowledge to answer any questions.
- Collect contact information to follow up with any attendees who have questions that need more time to answer, strictly for the purpose of answering there questions.
- Share industry or product knowledge that is valuable to your clients or customers to help them to solve problems given your expertise.
- Link to the collateral you have prepared: provide subtle hints to the solutions that you have, relevant to the presentation that you are giving using intermittent, passive language and the links to the supporting documentation and marketing assets that you have prepared.
- Upselling of related products, services should be well presented in the supporting, marketing collateral.
- Data sheets, documentation, white papers and other technical materials should be delivered on demand and throughout the presentation where necessary.
- Share knowledge, live, that is unavailable elsewhere: The main pull or effectiveness of a webinar is not just to collect bodies in attendance but to engage, collaborate, and demonstrate the effectiveness of your product or service through processes that you have proven over time.
- Respond to select, submitted questions: Prepare a list of possible questions before the webinar, available to the speaker and the team who is engaged in the chat portion of the event.
- Have the speaker address common questions that may arise or address critical questions that are asked throughout the event.
- Record the event: Record the event and make it available after the scheduled time. Make this available, by stored, linked invitation to the people who signed up but did not attend. Make it available to the attendees by email and verbally announce its availability near the beginning and end of the webinar.
- Close with a strong call to action: After summarizing the event, thanking the attendees and the team members that took time out of there schedules to attend the event deliver a strong message, reinforcing the solution to the problems or needs that the audience faces and mention that you will be following up after the event.
Well prepared, recorded events become a marketing asset as they cycle from current tools to educate clients and provide solutions to videos that can be stored, indexed and referenced with less direct marketing methods and can be used to promote new virtual collaborative events.