|By Mat Rider||
|August 14, 2014 06:00 AM EDT||
As the years have gone by, webinars have carved out a niche as an effective inbound marketing tactic. They allow companies to demonstrate expertise, as well as entice potential clients with new features and aspects of their products. They’re relatively simple to produce, can be perfected to every company’s tastes, and stand as low-risk, high-reward engagements. Because webinars have become extremely popular over the years, I thought it would be helpful to take a look at ways to make webinars more effective. We at DocuSign take great pride in executing our webinars, and have over the years developed a couple of guidelines to stand by.
Focus on focus
Everybody’s busy. A meeting that ran too long, a change in a process that affects your workflow, a sudden project that demands your undivided attention-these are all factors that affect us on a regular basis. As a result, the last thing anyone wants is to spend an hour taking part in an unfocused, tangential webinar that lacks a clearly defined purpose. Set the stage and tone early on, and keep tight reins on that drive throughout.
Maximize web presence
The Internet can be a powerful tool for inbound marketing, and its influence should not be underestimated. Before the webinar even launches, engage all of your web accounts and make sure they’re up-to-date and posting about the webinar. Update your website with details on it as well as links to the registration page. Get the word out onto your social media pages, and make sure to get a nice #hashtag going as well.
Be ready for everything
During the webinar, people will ask questions. Simple questions, complex questions, maybe even outlandish questions that force you to reconsider everything you know about the topic you’re presenting. While it probably won’t come to that last type, it’s still important to be prepared, even overly so, for any question that may come your way. Study what you’re presenting like you’ve never heard of it before, and think of what people might ask you in advance. The last thing you want is to have the webinar recording catch you stuttering.
Create a great landing page
A little aesthetic appeal can go a long way. Sending out a good-looking landing page can pique the interest of someone you might not have appealed to before, but sending out a sloppy one will surely lose you viewers. It doesn’t have to be eye-popping, but a pretty landing page will get you places.
Keep the good times going, right? The party (a.k.a. webinar) may end at a set time, but that doesn’t mean there can’t be an afterparty. After the initial viewing, post the webinar online, as well as the slides. Send a follow up/thank you email to all those who came, and invite those who didn’t come to the next round. Answer any lingering questions, and tie up loose ends.
Webinars can be a great way to gain leads. They provide the opportunity to present an exciting new idea, demonstrate expertise, and engage with interested parties. As you prepare to launch your next webinar, consider all the ways you could make it better. You just might find that a little more work can go a long way.
To catch a peek at one of our webinars and learn more about how DocuSign can help you shorten your business cycle and reduce costs, please watch our Introduction to DocuSign for Salesforce webinar here.
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