June 19, 2013

How To Use Webinars As A Marketing Tool


Business owners are really starting to see the benefits of webinars to reach and engage with people all over the world. But they offer so much more than just a way to connect with people remotely. If used properly, they can become a very valuable marketing tool in their own right. Making location not an issue, webinars are not only cost effective, but they also make logistical sense and remain a valuable tool in the modern day marketing mix. They can produce significant results for generating sales leads, positioning your company in the market, and reaching influencers. Here’s why:

1. Demonstrate your expertise: If you can talk about a topical subject knowledgeably, it puts you in the ideal position to expose potential clients to your skills–which may result in future business. Key message here: viewers want to know about something that will benefit them, but without actually being sold to.

2. Generate feedback: A webinar provides you with a great way to engage with the public. Thanks to social media, people now expect to be able to communicate with companies in real time, anticipating instant answers and access to information.

3. Lead generation: Staying in direct contact with your prospects helps you guide and inform them through their purchasing decisions. However, you need to strike the right balance between properly qualifying leads and scaring them off (or boring them). Include lead generation questions in the webinar sign-up form. This includes: first name, last name, phone number, email address, company and job title. Don’t make the sign-up form too long; the barrier to entry should be as easy as possible.

4. Announce new products: When launching a new product, your mind might not automatically veer toward using a webinar. It’s certainly not as common as a physical launch or a PR/social media launch. Introducing a new product via webinar can reach thousands of people at once without the costly need for room hire, seminars, and props.

Rita Auta is the Marketing and Communications Manager at Activate Media where she frequently blogs about business web technologies. Connect with Rita on LinkedIn here.

Tags: Best Practices, Real-Time, Strategy

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