A Webinar Is So Much More Than a Marketing Web Conference Call
Webinars. It’s such a general term. For a lot of people, it’s a video / audio conference call used to market some product. Since many of us use video and audio conference bridges for team meetings and client discussions, the logical step for marketing a product is to use of that same bridge. That makes sense since the basic characterize of presenter and viewer are all there.
Given the large players on the market, companies like Cisco with WebEx, Microsoft with Live Meeting, it’s easy to see why we consider those vendors and their tools. They’re the leaders in the space. But running down that path can seriously limit your success.
Let’s consider the basic pieces and parts that go into producing a webinar. A slide deck, usually in MS PowerPoint. It works just like when you present to a live audience.
- A service to connect presenters to viewers. This include live video and audio at a pre-scheduled time.
- A mechanism for communicating meeting times. This usually comes as automated email messages with links to an Internet web page and possibly phone numbers if the audio isn’t obtainable via your computer. The email basically gives you the time and place when the meeting will take place.
- A way for viewers to ask questions. If you leave the lines open, viewers can always ask questions or use a chat characterize for submitting questions during the presentation.
observe: I recommend keeping the viewer lines on mute. I frequently find people are in a noisy environments and their background noise is broadcast to everyone attending.
These pieces at a minimum must be in place. You must have the right sets / tools in place so you look, sound and come across as prepared and specialized.
A information of advice: Learn to use the tools. I can’t tell you how many times I’ve logged into one of these presentations and hear the presenter fidgeting with the presentation tool apologizing for the delay followed by several minutes where the presenter is nevertheless shaken from the stress of the near disaster.
But there are a few other pieces that are basic if what you want is to market your product with style.
- You need a way to send invitations out systematically to your possible list of customers. This should include NOT sending invitations to people that already registered.
- You should consider a characterize enabling viewers to see you. That’s basic for connecting personally with your audience.
- You need a series of friendly, customized reminder messages that look like they’re coming from a human being. These are a must to encourage people to show up and keep them from forgetting.
- Consider a registration website, meeting attendance site and webinar replay site that isn’t plastered with the webinar vendors branding. You want people to remember you not them.
- Your can greatly assistance from a characterize that automatically sends thank you messages to everyone that attended and sorry we missed you messages to everyone that that missed it.
- Let’s get really cool. Wouldn’t it be nice to have a way to make specific offers during your webinar presentation?
- How about a way to automatically survey your viewers to gather feedback?
- A characterize for tracking your prospect list interaction with your campaign from beginning to end is basic. Every person that already opens your email should be consider a possible rule and tracked so you can nurture what could be a possible close.
- Finally, wouldn’t it also be nice to have a replay of the presentation freely obtainable and have it sent our automatically.
This is how you need to be thinking. The goal here is not to just deliver a well received message. It’s to deliver the message and generate leads from different points throughout the time of action so your campaign get you the maximum number of paying customers.
In the next few weeks I’ll be releasing follow up posts covering the different aspects of webinar production including:
- Interaction with customer relationship management (CRM) systems.
- Use of simulated live webinars so you can run your webinars hands off.
- A way to combine live, simulated live and webinar replays to cover as general an audience as possible.
Hope this helps!