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Webinars Aren’t Just for Selling

Webinars Aren’t Just for Selling

A latest survey of enterprise entrepreneurs revealed that the majority corporations have a tendency to make use of just one sort of webinar: the advertising and marketing webinar.

Although the advertising and marketing webinar is the commonest use of one-to-many internet collaboration companies, however it isn’t the one one. Webinars, which provide a decrease cost-structure than reside seminars, can be utilized in numerous methods to chop advertising and marketing, gross sales and product growth prices and drive top-line development. A terrific Internet collaboration and webinar technique may even create aggressive or strategic benefit.

However first a definition: a webinar is a one-to-many seminar delivered over the Internet utilizing right this moment’s collaboration companies (akin to WebEx or MS Stay Assembly). Most advertising and marketing webinars are designed to draw prospects to a Internet seminar with the aim of setting the desk for gross sales appointments.

Listed here are seven much less widespread however probably efficient methods of utilizing webinars.

  1. Positioning webinars—A positioning webinar seeks to place or reposition an organization inside a brand new market, vertical market or a particular group. These occasions would sometimes be heavy on training slightly than gross sales pitch.

    A B2C instance could possibly be a house retailer which desires to place itself because the one-stop store for tasks slightly than only a purveyor of “nuts and bolts.” The corporate may run webinars to its lists in partnership with key distributors, based mostly on the widespread dwelling tasks for that point of 12 months. It may then direct attendees to its native retailer and maybe ship coupons and “how one can” data from the sponsoring vendor.

    B2B corporations could need to attain a CXO if they’ve been well-known at a decrease stage within the firm. They may rent an analyst or advisor to speak about key issues that face a CXO, and tie the webinar into the answer that the sponsoring firm affords.

  2. Internet focus teams—Take your in-person focus teams and adapt them to leverage the options of the main Internet collaboration platforms. You may collect a lot of the identical information at a fraction of the associated fee and time of a reside focus group. When you received’t be capable to learn physique language, you may, for instance, assist prioritize one function amongst three for the following product launch.
    One firm I labored with did a collaborative focus group quarterly with all of its resellers to evaluate the product street map and get suggestions on how the product was faring. This helped its channel relationships and the corporate made higher selections concerning the path of the product.
  3. Webinars as infomercials—Some entrepreneurs will inform you to by no means do a pure sales-pitch occasion or webinar. I strongly disagree (see the infomercial trade for fulfillment with gross sales pitches). In some conditions these webinars make good sense. However acknowledge that the very best gross sales pitches usually contain educating prospects in order that they obtain worth even when they don’t purchase on the finish of the occasion.

    These occasions sometimes go for half-hour and embody an summary of the issue solved, case research of success with the service or a brief product demo, and the distinctive method the corporate takes to unravel the issue. Finish with a particular supply and name to motion.

  4. Database-building webinars—These are occasions geared towards constructing the checklist of goal people on the “high of the advertising and marketing funnel”; they’re my favourite as a result of prospects love them, however so few corporations do them. Consider matters which can be present and newsworthy, and leverage companions and media for essentially the most bang in your buck.

    For instance, proper earlier than the latest spam legal guidelines had been enacted, an organization within the anti-spam enterprise employed a spammer to be interviewed by one of many well-known editors of a know-how publication. The webinar was attended by about 850 individuals who heard how the spammers labored and why the issue was not going to be solved quickly. This was a really human glimpse into an on a regular basis drawback and helped add many lots of of goal prospects to the corporate’s opt-in checklist.

  5. Coaching webinars—Providing free or paid coaching over the Internet is completed by many corporations right this moment, however it may be utilized by most. Coaching webinars may be a good way of transferring new clients up the adoption curve and avoiding assist calls and customary buyer points.

    Contemplate archiving primary trainings and encourage new clients to take the trainings instantly after shopping for. Typical trainings may be both introductory for brand new customers or can cowl the highest questions folks have about your services or products.

  6. Webinars to check seminars—Earlier than investing many tens of hundreds of {dollars} on a reside seminar or street present, take into account testing and perfecting the concept via a webinar. If profitable, exit on the street. Word that webinars will also be used to check different main efforts, akin to new advertising and marketing methods or product concepts.

    To check out a seminar concept, you’d pilot your proposed advertising and marketing marketing campaign and webinar presentation to see if it achieved your attendance and general occasion targets. If the webinar hit pre-defined hurdle metrics, you’d give the inexperienced gentle to the roadshow.

  7. Companion/strategic alliance recruitment webinars—That is actually only a advertising and marketing webinar focused at potential companions and may be efficiently used within the advertising and marketing combine for recruiting companions.

    For instance, one safety know-how firm used a webinar to assist its roadshow seminar in its channel recruitment efforts. It bought 217 registrants to the reside webinar, reaching potential companions extra cheaply than its reside seminars. And it generated leads with potential resellers who don’t typically attend exhibits. Lastly, the corporate advertising and marketing a recorded model of the webinar for ongoing recruitment efforts.

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There are different methods of utilizing webinars, and you will have your favorites for your enterprise and goal market. My expertise signifies that understanding and using the completely different choices may also help you acquire entry to new gross sales alternatives and markets, get nearer to clients, create higher choices and gasoline gross sales development.

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