Webinars are powerful tools for B2B marketers to connect and engage with potential and existing customers. But many struggle to incorporate webinars into their B2B marketing strategies because they don’t know all the necessary steps to increase the program’s success.
RingLead and Heinz Marketing put together the secrets of an excellent webinar in this infographic below, based on Heinz Marketing’s great eBook. Here are the highlights.
1. Plan
“Approach webinars with a bias for action.”
Determine your desired outcomes, including goals, audience, call to action, etc. Approach webinars with a bias for action. Focus on achieving your goals versus being 100% perfect. Test different days of the week, times of day, and webinar lengths. Learn, improve, execute, and keep going.
2. Execute
“A webinar full of product demos will be an epic fail.”
Focus on education, not selling. Don’t preach, teach! Compelling content will create interest. A webinar full of product demos will be an epic fail. Try polls, Q&A, and other ways to interact with your audience live and in real time. This keeps them engaged throughout the entire webinar.
3. Promote
“Email is the workhorse of webinar promotion.”
Not everyone will be interested in your webinar topic, so segment you audience for promotion based on job roles, industry, and previous levels of engagement with your content. Email is the workhorse of webinar promotion. Focus heavily on compelling subject lines and clear copy. Reach out on social channels, to colleagues and customers, and use your blog to share key webinar takeaways and highlights.
4. Follow Up
“Transcribe the webinar video and use that content for future blog posts, eBooks, and social posts.”
You’re not home free after your webinar ends. Record it and post the video on YouTube, share the slides on SlideShare, and follow up with emails to attendees and to those who registered but didn’t attend. Transcribe the webinar video and use that content for future blog posts, eBooks, and social posts. Include the video in your marketing automation nurture journey, and even use it for sales enablement.
Check out the infographic for a look at these tips.