Advertiser: Stephen Beck - 2010-03-10 - Category: Marketing
Webinar strategy. Get this wrong and all your hard work
will be for naught.
First, what do you want to accomplish with your webinar? Do you want to educate your
audience? Do you want to sell your products and services at the end? Do you want to
train existing customers or employees?
Once you have decided on your purpose, you can start planning. For example, if you
are trying to educate your audience, you should include a "call to action." This
could be a visit to your website, a "buy now" button, or a phone number on the
bottom of your webinar screen.
Or if you are trying to sell your products, design your presentation with your sales
pitch in the middle and your most interesting points at the end. This way your
viewers have to watch your whole sales pitch in order to get to the meat of your
presentation.
Consider using the "how to choose a professional" strategy. It works well for
professionals who are trying to sell their services to new customers. You list ten
crucial qualifications for picking someone in your profession. The catch is you will
meet all of the qualifications. And since your potential customers have already met
you through your webinar, they will very likely pick you to help them.
Another webinar strategy is to explain a very complicated process and then, offer
the "done for you" service at the end. Tax attorneys could design a webinar about
the top five tax changes for the coming year and explain them in great details. Even
down to which forms to file by what deadlines.
After you've finished laying out all this information, offer to do it for them for a
set fee. They will feel empowered from the content of the webinar but also relieved
that someone else could do it all for them.
One more webinar strategy is pre-qualification through education. Imagine a webinar
presentation that educates the prospect about your products and services BEFORE they
get on the phone with you. They will be pre-qualified and they will see you as the
expert in your field. After all, you are the only service professional that they
have seen on a webinar.
One industry where this would work is lasik eye surgery. If you hosted a one-hour
webinar, educated your audience, and then allowed for question and answers, you
would be left with individuals who are serious about the procedure. All that is left
is to give a call to action such as your office phone number to set up an
appointment.
Just think about how well your time would be spent on talking to the people who
called your office after a webinar. A lot of their questions would already be
answered, AND they would likely be ready to make an appointment.
Just think about how well your time would be spent on talking to the people who
called your office after a webinar. A lot of their questions would already be
answered, AND they would likely be ready to make an appointment.
