If you’re an expert in your field (and sometimes that means being just one step ahead of your customers) you can generate a lot of quality leads by putting on an online webinar. If the thought of presenting information in front of a group of people gives you hives (or if you’ve been told you have the perfect face for radio), relax. This isn’t like standing in front of a crowd like a deer in the headlights. You can do this from the comfort and privacy of your own office. And you can do this in your pajamas if you want—nobody will be looking at you. They’ll only see the slides you present. Here’s all you need.
A Good Topic: Pick a topic that you know your customers are interested in. Look at the questions you’re asked frequently. It’s often good to build a webinar around a “How To” topic.
An Audience: Obviously, you want to have an audience for you webinar, so you’ll need to invite people. Use your in-house lists to invite customers and prospects. Send them an email with a link to your webinar registration landing page. Or maybe do a card mailing announcing the webinar and include your link there. When you do, make sure you make it clear what they are going to get out of this webinar (“You’ll learn to ___________”). You’ll probably need to touch people at least two to three times. Then send confirmation with all of the step-by-step details about how to attend. Send a reminder the day before the event.
A Presentation: The easiest way to create your presentation is by using something like PowerPoint. Keep it simple. Don’t overdo the text. Use bullet points and illustrations to hold interest. And don’t try to cover every detail pertaining to your topic. Leave room for questions. Most successful webinars contain about 45 minutes of material. That’s long enough for someone to stare at a screen and listen to your voice. Make sure your content covers what you said it would. DON’T make it a sales pitch. If you promised help, give your audience help.
Q & A: Leave time for people to ask questions (via email chat, Twitter, etc.) at the end. This engages the audience. It’s a good idea to prepare a few “starter” questions to get the ball rolling. Nobody likes to be the first one to ask a question.
Pick a Platform: You have a number of options for hosting your webinar. Something like GoToMeeting.com is great. It’s relatively inexpensive and you get everything you need in one package. Plus you can record your webinar and post it on your website for people to view later.
Follow Up: It’s great to have a call to action at the end of your webinar. Offer attendees a free download or an evaluation. It helps you determine their level of interest. Send a follow-up email thanking people for attending (even those who couldn’t make it). Hit a few highlights of what was covered and let them know that they can review the webinar online at their convenience.
Check here for some examples of webinars that TMR has sponsored in the past. They’ll give you an idea of what you can do.
Webinars are a great way to get helpful information out to potential clients and to establish yourself as an expert. And they provide a natural way to follow up with individuals that may be interested in more information.
What are some of your favorite things about webinars you’ve attended?