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.
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.
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.
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.
We all have our favorite websites. But what actually makes a website great? Here are my criteria – I’d love to hear your ideas as well:
Visual appeal. The web can act as the great equalizer. Small companies can look big and legitimate with a quality website. Conversely, large companies that have lousy websites can appear distracted and amateur. There’s no substitute for giving a good first impression.
Powerful messages that speak to your customer’s needs. Nobody likes a long-winded talker. Unless you have an information-based website (like Amazon, which provides full reviews of products, etc.), resist the temptation of generating massive amounts of information, especially on the home page. Keep it short, sharp, and targeted, with a predefined objective (see “Lily pad” marketing for more information on objective-based marketing strategies).
Success stories. Providing case studies of your accomplishments have several benefits. You can demonstrate how effectively your company works with customers, provide concrete examples of success using metrics, share experiences with prominent customers to gain legitimacy and credibility, and strengthen the persuasion process through the use of similar customers in similar industries.
Social Networking. Whether it’s a blog (like this WordPress blog), Facebook, Linkedin, Twitter, or social bookmarking, you cannot deny the impact of social networking on today’s marketing strategies. Customers now have an expectation of two-way communication, and social networking facilitates symbiotic connections between a company and its audience.
Logical lead generation paths. It’s frustrating when you have to bounce all over a website to find what you want. A well-designed site understands its target audience and develops well-defined, clearly stated communication paths with the proper Calls To Action (CTA). Typical CTAs are filling out a form, downloading a white paper, signing up for a webinar, contacting a salesperson, and purchasing a product through your ecommerce function.
Just the right amount of “wow” for your audience. Know they audience. If your products and services cater to accountants, don’t use bells and whistles that you’d use for, say, a teenage gamer audience. It’ll just turn them off and make them think you don’t understand them. I bet those accountants would love a virtual Dilbert experience, or a flash-based GAAP search tool.
Web 2.0 look and feel. This means many things to many people. To me, Web 2.0 means dimensional or reflective graphics, modest use of Flash, “push button” navigation (like the simplicity of Redbox’s navigation), and the use of negative (white) space to add airiness.
What do you think? Are there other characteristics that are important for creating a great website?