|Startup Marketing Conference|
By Vasil Azarov
Michael Steltzner of Social Media Examiner proclaimed 2014 to be the year of Webinars. And it was.
Inspired by industry thought leaders and e-learning enthusiasts, 100s of entrepreneurs and small business owners have jumped on the “Webinar Bandwagon”. Yet, just like 9 of 10 New Year Resolutions that consistently fail, new marketing tactics are doomed for failure without clear roadmap.
Marketers failed to achieve their goals by adding webinars to their arsenal in 2014 because they neglected the following building blocks:
1. Community and Target Audience
You have to know your target audience wants and needs. What are the triggers your community react to? What kind of problem you can solve?
Webinars can be powerful when they are promoted to a very targeted audience and provide a solution to a niche problem.
Once you nail down your target audience, your next step is to build a level of credibility. . Ask yourself a question...Why should they listen to what you have to say?
2. Hot Topic and Speaker
Let’s assume that my friend and super model Xenia, who graciously provided this picture, decides to launch a webinar “Winning Diet for Beauty Pageant: Last 30 Days.”
Most likely, she will attract a targeted group of models who are competing in beauty pageants. The fact that she was Miss Estonia consistently for 2011, 2012 and 2013 will add to her credibility on a subject matter.
Having produced over 300+ webinars, I know for a fact that both topic and speaker matter. Unless you are Tim Ferriss, John Lee Dumas or a well-known community leader, I wouldn’t recommend to hosting a webinar on your own. Ask your community what topic they would like to hear about and then reach out to a thought leader or authority on a specific topic and ask to partake in a webinar in exchange for exposure to your community.
After identifying your target communities, nailing down a speaker, and choosing a topic for the Webinar, guess what? It’s time to spread the word.
3. Marketing and Distribution
Remember, your community members and newsletter subscribers should be the first ones to learn about your webinar. Hosting a webinar for them is a perfect opportunity to engage , foster relationship and move them further down your sales funnel. As soon as your landing page is up, announcements regarding your webinar through multiple channels--email, newsletters, social media--need to be announced. Here’s the sequence that I use for webinar promotions:
Now. You have promoted your webinar to a targeted audience, nailed down the topic and recruited an amazing presenter. You have 100 -1000 registrants for your webinar - both metrics are acceptable based on your specific goals and the size of your target audience....
Congratulations! You are about 40% done. The last step is the most important one that marketers often fail to address.
4. Experience and Execution
Finally during the webinar, it is crucial to engage your audience by acknowledging content related questions and troubleshooting technical difficulties on the fly. Ultimately, seamless logistical execution and actionable content are the keys to success.
Webinars work magic when it comes to building global brand awareness and selling online products, subscription/membership services, and SaaS tools.
Are you using webinars? If so, what are your goals and what strategies do you use for a webinar success?
Vasil Azarov, CEO, Startup Socials
Vasil is a digital marketer, entrepreneur and event producer. Prior to founding Startup Marketing Conference in collaboration with Startup Socials team, Vasil produced over 200 in-person and virtual events as an Events Manager of Online Marketing Summit (before it was sold to UBM Techweb). He was also a founding team member of the Online Marketing Institute where started as a community and events manager and transitioned into a project manager where he was fortunate to manage accounts for large brands such as Microsoft Bing, Discover and Jive.
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