It’s Marketing Week, and the Phoenix American Marketing Association Chapter is bringing you the latest details on a range of marketing initiatives.
Why? Our board members are sharing their experiences and best practices to help you keep your brand strategies current, fresh and razor sharp.
Today we are talking webinars… if part of your brain just shut down when you read webinars, then you aren’t alone.
Why? Because as marketers, our inboxes are constantly flooded with invites. They’re usually just a ploy to sell us (or our brand) on a service. Think timeshare presentations in Vegas.
Doesn’t make you want to go, does it? Nope. Your prospects and customers feel the same way.
So let’s go over five musts for a webinar that adds value, builds trust and drives a long-term return on investment: a relationship with your customers.
Don’t make it a platform for selling your product.
Instead, make it about solving a problem for your current and soon-to-be customers.
What is an industry trend or challenge they are up against?
What are some best practices that can keep them stay ahead of the curve?
Helping your customers build trust makes your brand more memorable and more likely to score their business in the future.
Highlighting expertise from subject matter experts throughout the community builds credibility, diversity and thought leadership. It also builds a connection between your brand and the voices that are creating a meaningful dialogue in the industry.
Who do you want to hear from? The marketing director [insert vendor name you’ve never heard of] or Jennifer Joyce, viral marketing expert and the creator of Uber Kittens? Thought so!
Do give them something important.
Incentivize them to make the time commitment. Maybe buy them their next cup of Starbucks to fuel a post-webinar brainstorming session? Or, if you’re selling to customers who are required to build a number of CEUs (Continuing Education Units), do what it takes to bring on a certified speaker and supply them.
When I headed up marketing for a Healthcare IT company, webinars were our largest form of lead generation. That was largely because of the educational credits: Our attendees needed to complete a minimum amount annually to maintain their industry credentials.
Also, when you give someone a gift, you trigger that warm and fuzzy reciprocity buzz. (When someone gives you something you feel compelled to give something in return.)
Do get the word out.
Emails can be a great way to share webinars, but don’t stop there.
Promote across social and ask your thought leaders to share with their networks. Be sure to remind your audience when the webinar is going live via email and social updates to maximize attendance.
Don’t make it hard to register.
What can stop your audience from registering for a webinar?
Making it difficult to register can turn off your customers or even turn them away. Having a registration form with more than a few fields can disengage and mean fewer attendees.
Ask for their name, title and email. Keep it simple.
Make sure your soon-to-be-audience has plenty of reminders to get them to your webinar on time. Let them opt in for Outlook or Apple calendar reminders and link them back to a Facebook event on the registration email and landing page.
This may seem obvious, but make sure your Facebook page links directly to the webinar or video feed. I recently RSVP’d for a live webinar from one of my favorite thought leaders. They posted a reminder on LinkedIn, and when I rushed to the Facebook event, I couldn’t find a link to jump into the live stream.
Don’t make your audience hunt.
Have some more best practices for webinars that we haven’t covered? Comment below, or join in the discussion on our official LinkedIn page.
Want to sit in on one of those great webinars we’re talking about? Register for our webinar at noon: Everything We Know Is Wrong: How to Create Brands That Engage Consumers in the Wild New World of Marketing, presented by Professor Michael Solomon, who “wrote THE book” on understanding consumers that is the most widely used book on the subject in the world.
About Naomi Garnice
Naomi Garnice is the Phoenix AMA’s President Elect and the Manager of Content Marketing for Angel MedFlight. Naomi has 12 years of Marketing experience leading brands in Healthcare and Technology and building out Content and Lead Generation strategies. She enjoys empowering up-and-comers on the side writing career advice. Her writing has appeared on Mashable.com, Forbes, and the Daily Muse and has been referenced by the New York Times Small Business Blog. Follow her on Twitter, @naomigarnice.