Are You Using Webinars in Your Marketing Strategy?
Are you using webinars in your marketing strategy is the question for the day.
If you are congratulations on a great choice. If not, then what are you waiting for before using them? The fact is according to the effectiveness research regarding webinars – the longer and more frequently you use them the better the results you will get.
The are four primary reasons for using webinars in your marketing strategy. One of these will make your sales team very happy.
Here are the four primary objectives for using webinars…
- Generating Quality Leads
The key word here is quality. Sales people will get excited knowing the leads they get from webinars will be more focused and qualified than the majority of leads reached by the marketing groups. These are usually much better than even the top trade shows used by your organization.
- Increasing Brand Awareness
Assuming you are using PR (Public Relations) announcements, the next best method is to use webinars to show the expertise and experience to found in your organization. Thus, you can help the PR buzz through the use of well planned and executed webinars.
- Building Customer Loyalty
Many organizations use their webinars as tools to education and assist their customers in the use of their products or services. Actually, the webinars or online meeting services are very cost effective and can cover larger territories without the travel expenses. You will have some costs – possibly a list of prospects to be purchased, the choice of webinar service you choose, and if you bring in any well known speakers or industry experts. The key here is customers know they are getting valuable information and actually begin to look forward to the next topic to be shared. Thus, a new form of customer loyalty is created.
- Growing Your Internal Database
This one is more for your long term success. The depth and quality of your own internal customer and prospect database is one of the most valuable assets your organization can have. You can control your internal database and use it for total campaigns or nurture / drip marketing techniques to increase the opportunities for sales growth. Without an excellent customer database, you will be shooting in the dark for new opportunities. Regular contact or touches are the key element for building trust and strong relationships with your customer base. Remember, when people sign up for your webinars, they are providing information to be added to your customer or prospect database. Over time you can build a huge database of qualified leads for your overall sales and marketing strategy.
There you have the primary objectives for your webinar focus. Again, the research shows the longer you offer webinars the more effective they become for you. You will get better over time at delivering webinars, topics or objectives can be refined to a higher level and most importantly – your customers will use them and this will add value to your relationships.
If you are not using webinar, get a cross functional team together usually lead by the marketing group or sales group and begin to address the different ways you could implement webinars in your organization. The better the planning process for webinars your results will move to a higher level.
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Voss Graham is an Organizational Architect with 30+ years of experience designing sustainable business growth for organizations of all sizes.
Creating the Strategic Focus with the Executive Leadership Teams, he uses Systems & Process to ensure the Drivers for Business Growth are Executed at the Highest Levels. Voss is available as a Speaker for your conferences or company meetings – contact him at 901-757-4434 or use the LinkedIn or Facebook direct messages.