Why you should use webinars in your marketing (part 2)

3 min read

So last week we talked about webinars and why they’re turning out to be a good idea for lots of b2b owners and marketers (showing your customers some love, training resellers and partners, collecting data and setting up sales).

Now that you’re convinced, this week we’re going to show you how to make your webinars really, really work for you. Here we go:

Step 1: Plan It!

  • What exactly is it that you want your webinar to deliver? Even if it’s just a case of boosting your company’s reputation, it’s worth keeping this objective fresh in your mind.
  • Who do you want to see it? And how do you want them to react?
  • Then it’s time to think about date, time, and duration.
  • Be clear on your Call to Action- What do you want your audience to do after they have attended? Book a demo? Pass the webinar link on to a colleague? Even if it’s just a case of giving feedback, there should always be a call to action.
  • Marketing Plan – How will you spread the word? And what follow-up will you carry out?

Step 2: Choose Your Platform

Do a bit of research to find the best webinar platform for you and your needs. Some of the most popular ones include, Webex, Fuze meeting and Adobe’s Acrobat Connect Professional. Of course if you have a tried and tested platform that works for you, stick to what you are used to.

Step 3: Invite

Use your existing e-mail list, social media and blogs to direct people to register. Make sure your message is sufficiently detailed that people know what the Webinar is about. Be ready to answer questions and don’t forget to follow up your invite if you haven’t been flooded with responses. Consider a limited-number offer or other incentive to encourage sign-up. Consider asking attendees what they’d like to hear about in the webinar when they register. Don’t forget to confirm attendance once you’ve received your bookings.

Step 4: Presentation Time!

The content of your webinar will vary according to what you’re trying to achieve, but try to make sure it’s 100% relevant, human and runs at the right pace for your audience. Like all presentations, make sure it’s well-rehearsed, and try it out on a test audience beforehand.

Send a reminder email to your registered attendees the day before the webinar – and in some cases an hour before too. Keep your webinar as short as you can (30 mins is ideal) and make sure you open your webinar at least 15 minutes early so your audience has time to test their connections. If it’s interactive, leave plenty of time for questions afterwards.

Step 5: Record and Follow Up

Once you have delivered your webinar, follow up with the participants while it is fresh in their minds. You could send a link to the recorded webinar in case they would like to listen again – encourage them to forward it on to colleagues. A survey is always handy too, and don’t forget to follow up and points or areas of interest which have been raised during the webinar.

Want to learn how including webinars can help with your inbound marketing? Download The quick-start guide to inbound marketing for technology companies today!

Download Brand chemistry's quick-start guide to inbound marketing for technology companies

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