Preparing Your Marketing Webinar

  

  

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Webinars generate highly qualified leads and can be used to educate or up sell current customers. You can arrange webinars easily and affordably with your web conferencing provider. Here is how you can prepare your marketing webinar to ensure it works for you.

The first step is to define your objectives. Are you looking to generate new leads, solidify client relationships, up sell or educate? Each of these objectives requires a different strategy in your presentation and in the promotion of your webinar event.

Attend your email campaigns carefully. Test different subject lines. Be sure the message is personalized with a “from” field indicating an actual person in your company and a use greeting that addresses the recipient personally. Try out long and short copy and see what works best.

If you are seeking new leads, focus on educational content for those considering the purchase of a similar product. Webinars that explain benefits and features as they relate to any popular topic are highly effective. If you are working with existing leads, “how-to” webinars work well for increasing awareness of other related products or peripherals.

Next, plan your content and timeline. You should begin marketing for your webinar as soon as you start planning the content. Expect a lead-time of three to six months in preparing for your webinar. Spend that time making your presentation clear, engaging and useful. See if you can acquire a high-profile speaker for the event. During the preparation period, use PPC campaigns, email, article marketing and social media to promote the event.

You can maximize webinar attendance by timing the event properly. Tuesday and Thursday mornings are ideal, since many are at their PCs checking email at those times. Even a well-timed webinar may only get a turnout with half the registered users. Be sure you send a reminder before the webinar and follow up with those who missed the webinar, giving them a chance to view a recording. Also, do not forget to thank those who did show and make them a special offer on your product.