Tag Archives: best practices for webinars

What are the best channels for promoting your webinar?

Imagine this: You've worked for days perfecting every little detail of your department's webinar. You've carefully designed the landing page, spiced up the slides to keep things interesting and brought on a team of great, charismatic people to pull it off. This sounds like the ideal webinar situation, right? Only if you've remembered to promote it! Otherwise, you might have done all this work for no one to stick around and enjoy it.

Webinars are a fantastic medium to connect with customers, gain valuable leads, conduct new product demos and train employees. With this in mind, you want to ensure you're doing everything in your power to reach a wide audience. To do so, here are three of the best channels you'll want to leverage to effectively promote your webinar:

1. Email
There are three main steps to promoting your webinar over email after people have signed up. First, you should send a thank-you email when attendees register online. This is not only demonstrating your company's good manners but also can serve as a way to put the date in their calendar or confirm their attendance. Second, you should send out reminder emails around a week or two in advance to not only remind them about your webinar's date but to keep them thinking about your company. Lastly, you want to send out a final reminder email the day before or the day of your webinar, as people get busy and forget.

2. LinkedIn
Sometimes emails are not the ideal way to promote your webinar, as people may feel overwhelmed with lots of reminder emails clogging up their inbox. Instead, consider reaching out to them over social media, more specifically, on LinkedIn. After all, LinkedIn reports that as much as 46% of B2B social media traffic comes from the site, so you don't want to miss out on this ideal marketing platform.

3. Twitter
If you want to go for a more casual promotional route, start marketing your webinar over Twitter! The platform provides a low-key approach to getting word out about your upcoming webinar without feeling overly pushy. You can start promoting the event a few weeks in advance and use inviting graphics and images to remind your followers in the days leading up to the webinar. Don't forget to include registration links in your tweets though!

Ready to spice up your lead generation process? Consider using webinars starting today!

3 reasons why we’re thankful for webinars

 

This December, ReadyTalk is taking time to reflect on what we’re thankful for, and it’s more than just good times and high fives. We’re passionate about the exciting benefits webinars can bring to businesses. With the right strategy, these online events can transform your company.

Here are three reasons why we’re thankful for webinars:

1. They engage audiences

Your clients are bombarded with a dizzying array of content on a daily basis. If you want to grab and keep their attention, then you need to provide high-value information in an engaging and entertaining package. Webinars enable your company to do just that. Rather than simply being yet another video clients need to watch, webinars are targeted events that allow for audience interaction via polling and other features. Clients can learn must-know information useful to their lives and businesses via a creative, fun and informative way. A quality webinar can get people’s attention in a media-saturated world; the average viewership per webcast is 53 minutes, according to ON24, giving you lots of time to present valuable information to your audience.

2. They generate more qualified leads

Webinars don’t only appeal to your current clients, but they also help you reach future ones more effectively than many other channels. Between 20 percent and 40 percent of webinar registrants turn into qualified leads, according to a survey we conducted with our clients.

This is because webinars by their nature filter out prospects who are more likely to be a dead-end. People who sign up for webinars are more willing to provide accurate data about themselves, such as their email addresses, because they want access to the event. Webinars are also an example of permission-based marketing, meaning that prospects themselves indicate that they want to learn more about your company by signing up, which is a strong sign that a lead can be nurtured through the sales cycle. For these reasons, webinars can give you a greater return on your investment when it comes to lead generation.

3. They establish your company as a trusted resource

Webinars offer a chance for your organization to share its expertise and know-how. When individuals tune into your webinar and receive information useful to their own lives or jobs, they’ll discover that your company is a helpful resource they’ll want to check in with again and again. High-quality webinars establish your company as a thought leader, and with the rich variety of ways webinars can be used, from product demos to Q+A sessions to industry updates, these events strengthen your brand identity while building connections with your target audiences.

Increased engagement levels, higher-quality leads and thought leadership are three reasons why we’re thankful for webinars. If your company is interested in experiencing the exciting benefits of webinars for itself, check out the helpful products and tools offered by ReadyTalk – we have everything you need to get started!

How to come up with a stellar webinar topic

You've heard hosting webinars is good for your business, but how do you come up with a topic that will engage audiences and help generate leads? Just follow our four tips below:

1. Target a specific audience 

Instead of picking a broad and generic topic that attempts to appeal to the largest group of people possible, design your webinar to appeal to a specific audience. This way, you can develop curated content for your webinar that responds to viewers' needs. As Frost & Sullivan notes in its "Best Practices for Making Your Webinar a Success" guide, identify the specific group of people that make the most sense for your webinar to target, and then create a topic and content that will resonate with them. 

2. Zero in on what people want

In our content-saturated world, you need to compete for people's attention by providing useful information that addresses a pain point. When brainstorming a topic, consider the specific issues and problems that your target audience faces. A topic that provides tips, tricks and techniques on how to solve these challenges can not only help boost attendance to the event but also inspire viewers to continue to interact with your company long after the webinar is over. 

3. Share something unique 

You want your webinar to solve people's problems, but you don't want to simply regurgitate information they've already heard on LinkedIn Pulse or Forbes. Develop a unique value proposition, and then use this focus as the basis of your topic. See what one-of-a-kind perspectives, expertise and insights your company and its talent possess, as people are always searching for new solutions to persistently difficult issues. 

4. Avoid blatant sales talk 

People will be turned off from attending your webinar if it sounds like it will be one long sales pitch. Though the ultimate goal of hosting the event may be to generate leads for your company, you want to provide real value for viewers, giving them new insights or enabling them to overcome challenges. By providing this targeted information, you simultaneously promote your company as a thought leader and business ally. Your topic should not be "Why you should buy our product" but instead how the technology or service can make people's lives easier. 

With these tips, you can develop a top-notch webinar topic that can help boost lead generation and engagement with your company. 

7 webinar preparation tips

Webinars offer dynamic ways for businesses of all types to generate leads and establish themselves as thought leaders. But preparation makes all the difference in whether your webinar is a productive marketing channel or ultimately a waste of time. 

To help you put on a stellar webinar that adds value to both your audience's lives and your company's bottom line, follow these tips:

1. Keep the webinar to the point 

When you have a camera in front of you, it can be tempting to treat the opportunity like a Hollywood audition. However, webinars where the presenters go on and on about themselves or their services turn off viewers. Be sure to establish your webinar's goal – for example, teaching clients tips for successfully using cloud software or sharing important news about your company – and then, stick to the script. 

2. Give more than a sales pitch 

In our digital age, audiences are smart; they know when they're being given a sales pitch, and no one wants to feel like they're so blatantly being sold something. Webinars that are too sales-y or self-promoting can decrease audience engagement. 

3. Craft a catchy title 

Your potential webinar audience is constantly being confronted with grabs for its attention. The internet is saturated with content, so remember what you're competing against when designing a webinar. A catchy title will hook viewers – best practice is to keep it to no more than 15 words. 

4. Make it easy to register 

With all the media vying for people's attention, if people have to complete a complex registration process for the webinar, they're not going to bother. Include only registration fields that truly are necessary. The more fields to fill out, the less likely people are to register. 

5. Properly promote the webinar

Use a multichannel approach to most effectively promote your webinar, with campaigns on email and social media. For best results, start marketing the event at least two weeks in advance. 

6. Send a reminder 

Everyone's to-do list is miles long these days, so ensure your webinar hasn't been forgotten by sending a reminder email to people who have registered 24 hours before the event. 

7. Practice, practice, practice

Before you say "action!" practice your webinar presentation more than once. Do a full run-through with the tech to make sure everything goes smoothly the day of. 

With these tips, you can knock your webinars out of the park! 

What not to do in a webinar

Webinars are a great tool for connecting your workforce or engaging with potential customers. However, if you don't use them correctly, those benefits go out the window. Like any medium, there are certain behaviors and actions to avoid that will distract viewers from your message.

Here's what not to do in a webinar: 

Be unprepared 

Good webinars aren't just something you throw together on a whim – they take time to prepare. If you speak too quickly, ramble or fumble your words, the audience will notice and likely be a little less interested in your webinar. In fact, a survey by Redback Conferencing found that 48 percent of people said webinars were least enjoyable when there was a poor presenter. A confident presenter sharing clear, easy-to-understand information is most likely to engage viewers. 

Live webinars can forge dynamic connections with audiences, but if you're worried about hosting a live event, try ReadyTalk's Simulive webinars. This innovative feature enables the webinar host to use pre-recorded content and then present it as if it were live. But whether or not your webinar is live, make sure you practice, practice, practice beforehand!

Talk the whole time 

Webinars are not the place to carry on and on about you or your company's history, mission and values. Instead, they offer an opportunity to deliver valuable, targeted information to your audience while establishing your company as a thought leader and generating leads. 

While you're delivering this valuable information, don't make the mistake of having a person only talk to the audience the whole time. Instead, employ different ways of engaging viewers, such as through polls and Q&A segments. These interactive features make webinars more dynamic and persuasive. 

Fail to follow up 

If you sign off of your webinar, close your laptop and move on to your next task, you're missing out on an opportunity to move potential customers through the sales pipeline: A survey we conducted found that between 20 and 40 percent of webinar attendees turn into qualified leads. Follow up with attendees after the webinar, sharing the link to the recorded event as well as additional resources. Take a look at the analytics of your webinar and see which viewers watched for the longest and engaged most with polls and other interactive elements, too, and make sure you reach out to these high-performers.