With live events on hold for now, webinars have become a more popular channel than ever for communicating directly with sales prospects. But with seemingly everyone producing webinars now, how can you make yours stand out and attract busy buyers?
Several elements determine the success of your webinars. Probably the most important is content: are you giving attendees useful, actionable information—not just a thinly veiled sales pitch? Is your information unique? Presenting results of original research is often a strong draw.
Promotion is certainly another vital component. Email will likely be your primary medium for driving registrations. But social media, paid advertising, and influencer marketing can also play important roles.
A third important element is your presenters. If you’ve got a rock star influencer inside your company, great! If not—consider co-presenting with an outside expert, industry analyst, or customer (for lower-half-of-the-funnel webinars). At the least, make sure your internal people are compelling speakers.
A final, sometimes overlooked element, is your webinar technology platform. [Read more…]