All posts by Drew Frey

Customer Marketing Manager and enthusiast of all things Denver, Drew loves talking with people, soccer, espresso, and his dachshund, Boris.

How to Choose a Webinar Product Infographic

Choosing a webinar product or switching can be scary. What do I do? Where do I go? Where do I start?

We’ve made it easy with this infographic that helps you get the best possible webinar product for your company … all built around you.

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choose a webinar product

Choose a Webinar Product

You’re investigating a new webinar product or switching from an old one due to issues. You already know webinars are incredibly beneficial for any company making product, business or general announcement to a wide audience.

webinarWhile you may know how much you need a webinar service at your organization, how do you select the right provider to partner with? Here are four ideas to get you started in the right direction:

1. Is easy to use

No matter what, you want to choose a provider that offers webinar services that are easy for you and your participants to use. Nothing will lower your webinar attendance rate faster than if the audience has to jump through several technical hoops to even view your presentation.

2. Is reliable and robust

While you might only plan to use a basic webinar tool, you also might consider choosing a provider that offers additional robust features. After all, interactive options such as polls can make even the most standard webinar much more interesting for your audience. Engagement is one of the key reasons why so many marketing departments use webinars.

Customization, add-on features and more can be considered under robust. Are these things important to you? If so, make sure you note that. It’ll help you pick the right tool.

3. Enables integrations

Do you need it to integrate with customer relationship management (CRM) software? How about marketing automation tools like Marketo, Eloqua and HubSpot? Integration extends your existing software and makes your webinar more valuable. It can also reduce errors and double work. For example, you may want to send out recorded webinars to your clients. Without this option, it will be far more difficult to make this happen.

4. Has great customer service

Did you know some companies charge for even the most basic customer service, like answering the phone when you need help? It’s true. Of course some companies embed great customer service into the overall price, like ReadyTalk. Depending on how comfortable your workforce feels with your webinar platform and what’s important to your business, you may need better customer service.

Speaking of customer service, we even send out proactive tips and provide additional concierge services (for a fee). Additional concierge services can be anything from helping with everything to ensure your webinar is flawless to handling the basics of the meeting, like the greeting.

5. Meets your SMART goals and budget

The price varies greatly among products. As above, consider everything in the package. For example, some companies charge for customer service … but it’s not listed on their base price. Webinars can cost anywhere from $10 a month to more than $1,0000.

But more important, is whether the webinar meets the reason you’re buying one. Are you getting the leads and revenue you need? Will you get the attendance you need? Will you be able to train people? Conduct demos? This is critical. SMART means specific, measurable, actionable, realistic and timely. Ensuring your webinar platform’s success means taking the time to go over why you need one in the first place … and to get specific.

6. Has good reviews

Analysts research software all the time and provide reviews on that software like Aragon Research. Websites also have a number of reviews available, indicating what they like — and don’t like — about products. Don’t just trust testimonials on the company’s website. And if you need to, ask if you can get a reference. Most good companies will provide names to help you select the right software for your needs.

7. Enables you to try or demo

These days if you can’t try or demo a product, it’s probably not worth buying. Many companies, like ReadyTalk, provide free trials. You can decide whether it meets your needs or not. Of course, many companies have a limit to the free trial. And those same companies may extend the free trial if you ask them to.

And while we’re on free trial ….

 

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Selling a Solution With the Right Technology

Would you rather buy a product from a salesperson who cold-calls you or after watching an engaging webinar on your own time? Most modern consumers would choose the latter, as it allows them to retain their independence in the buying process. Instead of giving control to a persuasive salesperson, they can actively participate in an interactive webinar where they are not only gaining valuable insight, but are also surrounded by other interested consumers.

Sell with the right technologyIf you are looking to integrate webinars into your selling strategy, but aren’t sure where to begin, here are three helpful tips:

1. Be different, but don’t try to reinvent the wheel

If you’re trying too hard to be different, your viewers will notice and lose interest. Some of the best viral marketing and sales videos aren’t reinventing the selling process – they are simply being unique in their approach. To make your webinar stand out, don’t be afraid to be bold, but don’t feel the need to start from scratch.

2. Use engaging titles and descriptors to draw a crowd

Let’s face it: American culture is obsessed with clickbait articles and videos. People are instantly drawn in or pushed away from information based on how people present it. If you want to draw a crowd, create fun, clever or shocking titles and descriptions.

3. End with a clear call-to-action (CTA)

You want your audience to do something at the end of the webinar, right? Whether that is buying your product or downloading a white paper to learn more about your services, you will need to create a clear call to action for your participants. Otherwise, your webinar won’t help you accomplish what you set out to do.

Speaking of webinars ….

Join ReadyTalk in hearing some tips about webinars as well as understanding more about the power of pre-recording your webinar. We call it Coffee Talk because it’s just coffee and webinars. You know, no big whoop.

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Include Webinars as Part of Your Content Strategy

Have you ever considered spicing up your content strategy with webinars? Maybe your blogs are performing well, along with your videos and whitepapers. However, if you are hoping to promote your business or services to a wider audience, webinars might be the right option for your company.

You can make them into videos, adding to your website and social media content. You can slice up videos. You can grab screen shots and quotes. The possibilities are endless!

webinars as part of content strategyResearch from the Content Marketing Institute and MarketingProfs.com revealed that 62 percent of surveyed marketers use webinars in their B2B content marketing strategies. Additionally, 63 percent of respondents believe that this specific strategy is effective. So why should your company in particular use webinars in your content marketing efforts? Here are three reasons why webinars are particularly ideal when integrated with a content strategy:

1. Adds authority as well as authenticity

Like whitepapers, webinars project a sense of authority that you can’t achieve as easily over a normal blog or short video. As current marketing efforts focus around creating thought leadership content, webinars give you the platform to attain this goal.

Best of all, webinars are authentic. They take on the life of your speaker.

2. Reaches a wide and diverse audience

Whenever you post an article, you might see some spikes in engagement levels. You may see the same phenomenon when you post videos or other content on your website. However, with webinars, you can see exactly how many people are tuning in at the same time. Webinars allow you to reach a wider and more diverse audience than ever before.

3. Adds content

Doing more with less — that’s the name of the game for most marketing people. You want new content for your website, your social media accounts and more. Webinars are a great place to start. Because they have video components, you have lots of options for how you display them. They also, of course, add leads to your funnel.

4. Enables better measurement of content

With webinars, you can tell where people are engaged or disengaged. You know the questions they’re asking. You know whether they’ve signed up for your content … or not. In this way, you can create a better content strategy and use highly successful parts of your webinars — where your audience is super engaged — more.

5. Is engaging and interactive

People want to interactive with the company they choose to do business with. They don’t want to be silent observers or listeners, they want to have a say in what products they are buying or the message you deliver. Webinars allow for polling, social engagement and other forms of real-time interactive measures.

Webinars rely on a community to be successful.

6. Leads to revenue

All marketing people care about leads. This is some of the only content that generates leads even before it’s completed. People who register are in the pipeline and ready to be contacted about products. If they’re not, they’re ready to be nurtured for future contact about products. Regarless, your webinar content strategy ensures marketing-sourced revenue.

 

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What Is Value-Based Pricing?

Maybe you’ve heard the term value-based pricing before, but don’t know how it applies to your business or why it may matter to your customers. It may seem cliche’, but this pricing model is as much a philosophy as a way to determine how much to charge for your services.

What is value-based pricing?

value-based pricingThe Harvard Business Review defines it as “the method of setting a price by which a company calculates and tries to earn the differentiated worth of its product for a particular customer segment when compared to its competitor.”

How this works is that you sit down with your prospective clients and discuss an agreed-upon fee based on your level of experience, knowledge about the subject and more. Essentially, you are removing the stigma of industry-set prices, and determining the price of your services based on the value you will provide your client.

Why value-based pricing may help your organization

As a busy consultant, lawyer or other professional service provider, you likely charge the traditional “hourly rate” for your clients. While familiar for them and easy to measure against your competitors, you may find you’re not raking in as much profit as you used to be. Also, although customers will appreciate your time based on the hourly rate, they may not appreciate your expertise.

To increase your profit margins, you may be contemplating sleeping less or working long hours on the weekends just to make ends meet. Though there’s nothing wrong with hard work, maybe it’s time to consider switching to a value-based pricing model instead.

Value first, not service

With traditional hourly rates, your price focuses on the service first, not quality of your work. If you create a model for this method in terms of descending importance, it would show service first, then cost for that service, followed by the price needed to make a profit, then the value perceived for this service and finally, attention to the clients’ needs, according to BiggerProfits.

On the other hand, value-based pricing relies on you and the clients coming together to determine the precise value they will receive from your service, and then agreeing on a price. This method will not only bring clients’ voices back into the equation, but also allow you to be compensated based on your quality of services, not just on an industry-recommended hourly rate.