Webinars can be an effective method for reaching new audiences and providing new leads for your sales team. But how exactly do brands take on webinars? In this week’s #SproutChat, we covered reasons for hosting a webinar, logistics for partnering with guests and best practices for keeping an audience engaged.
Provide New Leads With Webinars
Webinars are traditionally used as a demand gen tactic that provide new leads to sales teams. As a social media marketer, you can always add a social component to boost engagement.
A1a: Webinars allow you to get up to 1 hour with prospects. You can customize the story that will give the audience the most information about the topic you’re presenting on. #SproutChat
— Simply Measured (@simplymeasured) December 20, 2017
A1: Because anyone can attend from the comfort of their own computer! (Bonus if its recorded and they can go back and watch it) #SproutChat
— Apple Box Studios (@AppleBoxStudios) December 20, 2017
A1: learning about new things is intriguing to many professionals. To explain a complex topic that might be overwhelming to read about. Also I feel like listening is less energy consuming than reading and we listen faster then we read…#SproutChat
— Shannonigans (@mausi_nana) December 20, 2017
A1: Webinars allow you to connect with your audience and provide tremendous value. Plus, if you have a chat section, you can answer questions in real-time. #SproutChat
— Express Writers (@ExpWriters) December 20, 2017
A1: Can we include things like facebook live and the like into the webinar universe? The ability to "sit down" and teach, or explain something in any kind of live format is a great chance to not only inform but turn customers into brand advocates. #sproutchat
— Matt Taylor (@mattbtay) December 20, 2017
Keep It Engaging
The last thing that you want as a webinar host is having attendees drop off before the midway mark. Find a cadence that sets an engaging environment for attendees, either by soliciting questions or encouraging conversation on social media.
Q3: Asking questions that require viewer feedback, ex: polls #SproutChat
— Apple Box Studios (@AppleBoxStudios) December 20, 2017
A3: Some tips:
1. Welcome participants by name
2. Ask icebreaker question: where are you from, what is your favorite holiday, etc.
3. Make room for questions during the webinar
4. All Q&A at the end of the webinar#SproutChat— Benny Gelbendorf (@BGelbendorf) December 20, 2017
A3: Timely or cultural references/examples can help explain a complex topic by using a theme or idea the audience is already familiar with. Word of warning: Fight Club is not as ubiquitous as I thought it was. Do not use it to level set during a webinar. #sproutchat
— Meg Hogan (@meghogan0) December 20, 2017
A3. Encouraging social discussion, specifically on Twitter and always using a webinar hashtag #SproutChat
— Cassie Longo (@cassielongoPR) December 20, 2017
A3: Include a Q&A part in the webinar. #SproutChat
— Tek Journey (@tek_journey) December 20, 2017
Establish Relationships
Go beyond keeping your audience engaged and partner with other companies that are adjacent, but non-competitors, to co-host a webinar. Tap your advocates or community members to create more of an intimate feel that feels more like a panel than talking heads.
A4: Choose a guest that is going to provide value to your audience. If you know someone who they look up to, that's a great choice. #SproutChat
— Express Writers (@ExpWriters) December 20, 2017
A4 Ask community members to join and give them a speaking role #sproutchat
— Toby Metcalf (@Toby_Metcalf) December 20, 2017
A4: Issue a well written mail to SME or influencer. Describe yourself and your audience. Let them know how they can promote themselves and the current venture. In most cases, they will not refuse #SproutChat
— Benny Gelbendorf (@BGelbendorf) December 20, 2017
A4. I love when there's comraderie between the hosts/speakers/company running it. Seems more authentic and real. #SproutChat
— Reva Minkoff (@revaminkoff) December 20, 2017
Utilize Contact Information
Knowing what to do with contact information post webinar is important. Rather than just hand them off to your sales team think about the best way to start communication as to keep the conversation going.
A5: It depends on the webinar!
All webinars- send confirmation, reminders, and follow-up emails.
TOFU- follow-up with related content
MOFU- SDR team will reach out to see if they need more info.
Customer- alert the CSM so they can follow up personally. #SproutChat— Simply Measured (@simplymeasured) December 20, 2017
A5: Keep in touch with attendees afterwards to continue building a relationship with them. Don't just disappear! #SproutChat
— Express Writers (@ExpWriters) December 20, 2017
A5: We like getting email reminders its about to start, a follow up email containing a recorded version, and then an email later on informing about upcoming webinars. Don't want to over do it with the emails or come across as spammy #SproutChat
— Apple Box Studios (@AppleBoxStudios) December 20, 2017
A5: I add those to my distribution list and further engage the people to the next level of my marketing funnel #SproutChat
— Benny Gelbendorf (@BGelbendorf) December 20, 2017
A5: Send confirmation and reminder emails before the webinar takes place. Once the webinar is over, use the contact information to alert attendees of future webinars and also send over any slide decks/information from the past webinar (if applicable). #SproutChat
— Sortis Marketing (@SortisMarketing) December 20, 2017
Join us next Wednesday, December 27, for a fun Sprout Social themed #SproutChat at 2 P.M. CT. Until then be sure to join our Facebook community to connect with other social media folks.
This post #SproutChat Recap: The Ins & Outs of Webinars originally appeared on Sprout Social.
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