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How to Run a Killer Webinar that Produces Highly Qualified Sales Leads

With so many newfangled marketing tactics getting a lot of press, sometimes we have to make sure not to throw out the older but high-performing marketing tactics in favor of the new shiny objects.

Yes, podcasts, radio shows and interviews are hot right now, but webinars remain a high-performing tactic that engages your prospects, moves them through the funnel and produces highly qualified sales leads.

But because consumers have changed their buying behaviors, we should make a few upgrades to our content marketing and webinar program to take advantage of those changes and make sure we optimize the time and energy put into executing a webinar. If you expect your webinar program to produce sales opportunities, then consider these six upgrades as mandatory and not optional.

1) Publish The Webcast On Demand

No matter how great your content or title, most people simply won’t be able to attend due to a scheduling conflict, and even some people who register won’t show up to the actual event. It’s not because they’re bad or not interested; it’s just easy to skip a webinar, especially one you didn’t pay to attend.

But today’s buyer is used to on-demand content and time shifting when they consume content. If you take your live event and make it an on-demand event, now you’re matching how you publish content with the way your prospects want to consume content. Remind them of its availability, have them visit your website to gain access and let them participate on their time, not yours.

If you do this well, you might end up with a Netflix-style self-service and recommended content tool on your website that serves up webinar programing to any visiting prospect. What an amazing marketing tool to drive lead generation and sales opportunities.

2) Consider Shorter And More Interactive Formats

When we did webinars 10 years ago, they were almost always 60-minute sessions with 45 minutes of content and 15 minutes of question and answer. Today, shorter formats are better. You shouldn’t be surprised to hear bite-sized chunks make more sense for busy execs. Try 30-minute sessions with 20 minutes of content. Usually, 15-minute client case studies or success stories are excellent at driving engagement from the audience.

These shorter formats allow you to do industry specific content, solution-specific content or even application-specific content related to news or industry events that are taking place in real time. Because the format is shorter, the prep time is reduced and clients are more willing to participate.

By Mike Lieberman


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