As I had mentioned in my last posting, my partner in crime and fellow web seminar guru Jessica Kahn and I have been brainstorming as to how we can revamp or rev-up our web seminar series. So, how might one go about "renovating" the norm in order to gain more appeal, yet retain a reputation of reliability? Sometimes even the slightest changes can make people weary, however, it can also be the slightest change that can catalyze an audience and funnel in a fresh crowd as well. That's one of our current (and on going) objectives here on the marketing team - a goal that I'm sure is shared by the majority of marketing teams in any industry.
A web seminar can be used for various marketing initiatives such as nurturing, lead generation, and education. Here at ReadyTalk we've geared the majority of our series toward the educational aspect, however, we would like to now put more emphasis on the lead generation side of things. Why? There is a lot of time and effort that goes into planning, coordinating, scheduling, and promoting a web seminar and ultimately it would be great to get as much of a return as we take to make it worth while for our audiences.
We want it to not only compliment our services but also be a trusted resource for our audiences to use in their day to day business practices. Like I said, it's coming up with the "it" factor that will catalyze our audience in their current undertakings and in turn, potentially come back full circle simply by word of mouth and promote our undertaking. What is it that launches this cycle? How can we spice it up? Who do we target? What is the "it" we are seeking and more importantly - what makes "it" stick? I don't believe it comes down to a specific detail, but rather a bundle of small ones that will provide the best outcome. It’s a lot of brain-storming, a lot of feedback from attendees and input from other employees, and again – a lot of trial and error. We are learning as we go and improving with every adjustment.