Generating a return from webinars

News: September 2011

Generating a return from webinars

As business owners and managers dedicate more time to running their businesses and keeping their heads above water, they have less time to leave the office in order to attend presentations and seminars. As a result, webinars are finding favour with business people who still want the benefits of attending a seminar without the hassle of leaving the office in order to attend.

Running webinars gives you and your business an opportunity to reach out to customers, demonstrate your expertise / the effectiveness of your products and engage with customers. Webinars assist your business in:

  • Generating new leads
  • Educating new and existing clients on the benefits of your products/services
  • Reaching prospects and decision makers who are generally not easy to get in touch with

Choose Relevant Topics that your customers and prospects care about. Identify an issue or challenge in your target market and develop a webinar which demonstrates how your firm can help businesses to address the issue. Developing a webinar that addresses this issue and illustrates how your firm can help will really engage with your target audience.

Be Tactical and develop a game plan for your webinars. In running a webinar you are giving a certain amount of information and advice away to your clients and prospects for free. You need to get a return on this investment. Decide on which tactics you will use in order to develop new business from your webinar. For example, capture all email addresses of your webinar attendees. The day after the webinar send an eZine / eNewsletter out to those who attended the webinar and attach a link where the attendees can download the notes from the webinar. Record those who click through and download the notes (these people are obviously interested in your products / services). Pass these contact details on to your sales people and ensure that they follow up on the leads within a couple of days.

Use Email and Social Media sites such as LinkedIn to invite clients and prospects to a webinar. However this is only the beginning. The day after your webinar you should link to all attendees on LinkedIn – they should be receptive as a result of your webinar. Next, you should email all attendees thanking them for attending the webinar and informing them that you will add them to your e-newsletter list. (They can unsubscribe themselves if they wish – just make sure to give them this option). Stay in regular contact with these new prospect clients – a monthly e-newsletter should be sufficient. Keep a list of these prospects and make sure that your sales team follows up on potential leads.