The Pom Blog

Marketing Insights: November 2013

Webinars can be a great way to generate qualified leads through inbound marketing on your website, and a great way to nurture the relationship over time.

Customers and potential customers want to see your product in action, and hear from you how it has helped others. Webinars can help you tell your story and bring it to life in a way that people respond to. When done right, webinars get attention and they get results. We’ve seen this time and time again through webinar campaigns we’ve worked on with our clients.

Here are the key steps to keep in mind if you are considering hosting a webinar of your own:

Select Your Topic & Determine Webinar Format:
Webinars can take many forms. If your company offers a web-based tool or software product, a demo of the service/solution is a great way to give prospects an interactive, inside look at your product. Presenting a case study highlighting pain points common among your target audience members, and how you helped solve it, can be a great way to demonstrate how your product or service can help others, too.

No matter what your topic is, make sure to provide quality, educational content, nothing overly sales-focused.

Once your topic is selected, determine the format of your webinar. We recommend keeping it to one hour or less, and allotting at least 20 minutes for Q&A from the audience. Next, develop the presenter materials, including slides, script and a product demo plan of attack if applicable.

Set Up The Webinar:

  • Determine the service you will use to host your webinar. We like and GoToMeeting.
  • Be sure you have the option to record the webinar, so you can offer the playback on your website.
  • Select the date and time of your webinar. We recommend a Wednesday or Thursday at 1PM ET or 2PM ET.

Develop An Informative Landing Page:
Promote the webinar (and link to your landing page) on your homepage and other appropriate areas of your site. Be sure the landing page includes information about:

  • Who will be speaking
  • What the webinar will be about
  • When & Where the webinar will be held, including a link to register, details about how attendees will access the webinar on the day of the event, etc.
  • Why visitors will benefit from attending the webinar

Develop Your Messaging Points & Marketing Strategy to Promote Your Webinar:
Ways to get the word out include marketing emails, social media, PPC campaigns, and blog posts. Write the content for these channels in advance using the messaging you’ve developed for your landing page, and plot out a schedule for when each will be deployed leading up to the webinar.

Send Reminder Emails:
Through the service you are using to host your webinar, send attendees a confirmation email after they’ve registered, and reminder emails one day before the webinar and one hour before the webinar (including the dial-in # and link).

Technical Aspects on the Day-of:

  • Dial-in and test the webinar link prior to starting. Make sure the audio is working, the audience is muted and that you understand how questions are submitted.
  • Remember to record the webinar!
  • Wait two or three minutes past the top of the hour to start, giving time for most attendees to join.
  • Explain the format of the webinar to attendees upfront, explain how they should submit questions and how they will be answered.

Good luck, and as always, feel free to reach out to Pomerantz if you would like additional guidance or help with an upcoming webinar campaign!

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