Less Work, Better Results: Use Marketing Automation to Your Advantage

After broadcasting a webinar and recording it, promoting it and encouraging people to watch the recording becomes the next steps for a marketer. Marketers promote videos using both inbound and outbound strategies for maximum effect. Obviously you can start by uploading the video to your company’s website, but take it a step further and direct people to your landing page. Send out a URL through outbound mediums to inform people of the webinar or use it in a nurturing campaign. Your webinars should be targeting toward specific audiences, so employ multiple ways to promote to those audiences.Marketing Solutions

Utilize the webinar to your company’s advantage by uploading it through a video service such as Wistia or Vidyard. These services allow you to use marketing automation that can track valuable information about a prospect. While broadcasting your video is a solid first step, maximize the information you obtain from that broadcast by collecting email address and lead generation data.

By uploading your webinar into Wistia or Vidyard, your chances of gaining potential prospects or contacts increases immensely without you having to do extra work. The video service does your work for you: allowing you to collect email addresses of viewers. It is up to you, the marketer, to decide at what point in the recording you would like to collect information of the viewer. The video services provide you with the options of obtaining it before, during or after the video finishes. Playing the first part of the video before asking viewers to enter an email address in order to continue serves as an excellent tactic because it allows you to see who was interested in the video, and it gives the viewer a slight preview of the quality information still to come. 

Marketing automation light bulb

Beyond providing a place to collect email addresses, automation services also keep records of which videos people are watching along with which webpages they are visiting. By tracking this information combined with noticing how much of a video a person actually watches, automation possess the capability of configuring a lead score. When it comes time to analyze the data that the automation provided you with, pay attention as to whether a person produced a high lead score and whether or not they watched the entire video. If that person seems promising, either send them over to your sales team to close the deal or enter them into a nurturing track by sending them videos related to that particular topic.

You spend a lot of time producing webinars, so it is time to maximize your efforts and your lead score by taking advantage of all the possible tools offered to you. Extend your webinar out for an extensive time period and gain the most amounts of leads and valuable information as you possibly can.

To learn more about automation, check out our webinar clip featuring Mathew Sweezey, “Using Marketing Automations to Your Advantage.”

To read more about how to utilize webinar recordings to their full potential, check out our other blogs:

“The Cost of a Webinar Lead: Getting the Most out of Your Webinar Investment”

“How to Target a Demand Generation Audience vs. a Nurturing Series”

“If You Struggle with Evergreen Topics, Then Read This”

“If You Don’t Try Designing a Live Webinar for On-Demand Use, You’ll Hate Yourself Later”

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Brandon Hess

Brandon Hess

Brandon Hess is the Sr. Inbound Marketing Manager at ReadyTalk. He oversees ReadyTalk's online advertising (ppc, display, retargeting), SEO, A/B testing, landing page design, analytics and the ReadyTalk website from an inbound marketing perspective while working closely with PR in regards to content marketing and creation. Brandon began his career in the web design and display advertising operations at Gannet and the Denver Newspaper Agency before managing the Search Engine Marketing wing at Indigio, a local design agency. Prior to joining ReadyTalk, Brandon worked as a PPC Account Manager for Trada, a Google Ventures agency in Boulder Colorado. In his free-time, Brandon obsesses over comic books, his Spotify playlists, reading sci-fi/fantasy, writing, drawing, spending time with his wonderful wife and two large dogs and answering the daily question of exactly how tall he is.

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