Posts tagged ‘call to action’

Secrets to a great webinar – Part 3

Here’s the third and final segment to running a successful webinar. In the first two parts, we discussed some helpful hints and best practices for preparing and presenting your webinar. Today we’ll discuss what you should do after your webinar to help you achieve your desired goals.

  1. Always have a post-webinar discussion. In Part 2, I discuss the fact that you always want to make your webinars one hour long. However, many times you’ll find several attendees that want to talk beyond the stopping time. No problem. Invite those folks to stay on the line for a post-webinar discussion, which can last as long as they want. You have a motivated, interested, and invested audience just sitting there, waiting for the next step, so take advantage of it.
  2. Have a demo, sample, download, and trial ready to go before the webinar starts. Assume that every attendee will want to take the next step (“Call To Action“) and be prepared to share/send your customary giveaway, whether it’s a demo, product sample, software download, online catalog, etc. Webinars are all about capitalizing on the buzz of the moment, so be sure to accommodate the needs of your attendees without making them work for it or making them wait.
  3. Measure. This goes all the way back to the first point I made in Part 1: Determine your goals. Keep track of attendees in your sales management system, and actively track their activity over time. Depending on your products and sales cycles, the realization of your goals may either be immediately known, or it may take some time to determine. Either way, be diligent and keep accurate records of interactions, activities, and purchases.

I hope you found this series to be helpful, interesting, and entertaining. If done correctly, webinars can be tremendously beneficial for lead & revenue generation, and can set you apart as an industry thought leader. With proper planning, goal-setting, and execution, you may find yourself taking your company to the next level faster than you thought possible. If you’d like more information, or would like to utilize a consulting firm to help you with your webinar needs, please contact me directly or though our web form.

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June 10, 2009 at 12:58 am Leave a comment

“Lily pad” marketing

frog-on-lily-pad

Sometimes marketing can be a confusing process. How can you tell when a program is working, and when it isn’t working? What do you use as a baseline to measure and determine “success?” How does it all fit together with the sales teams?

I could blabber on about goals, metrics, and collaboration until your eyes roll back in your head, but I’ll spare you the pain. Instead, I’d like to focus on one aspect of marketing: Calls To Action, or CTAs. What are they? In a nutshell, they are the things that you want your customers and prospects to do. For example, if your marketing team develops an email campaign for a free white paper download, the CTA is to get prospects to fill out a request form (which should be on the email or landing page, if it was done correctly), and download the white paper. Now, if prospects fill out the form, does that mean the CTA was fulfilled? Yes.

Is marketing’s job done? Not even close.

That’s usually a first step. If marketing has set things up properly, then there are several other CTAs that take place after the initial outreach. Using our white paper example, additional CTAs might include an email confirmation with another offer, an invitation to attend a webinar, a follow up phone call, an in-person demonstration, etc. The ultimate goal with the CTAs is to drive a prospect to a purchase decision.

Whenever I’ve explained this process to people, I’ve frequently used a frog and a lily pad in an analogy. The frog is the prospect, the lily pad is the CTA, and the shoreline is the sale. Your goal is to get the frog to jump from one lily pad to the next, with the goal of getting to the shoreline. The lily pads have to be in the right order, they have to get the frog closer to the shoreline, and the frog can only stay on the lily pad for so long before it starts to sink. I think you get the point.

“Lily pad” marketing is a fun way to underscore the need to develop marketing campaigns from initial contact all the way to purchase decisions and beyond. If done effectively, you can expect greater revenue opportunities and higher customer loyalty.

You have a lot to work to do… so hop to it.

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May 6, 2009 at 3:44 pm 3 comments


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