Webinars are an excellent way to engage with your target audience and get your brand noticed. It is for this reason that the number of companies offering webinars is on the rise. After all, who wouldn’t want to get in on the success of this extremely effective marketing tactic?
Unfortunately, many companies fail to do the hard work that is necessary to hold a truly productive webinar. This is a huge mistake since participants who feel that they are wasting their time on a webinar will usually disconnect before it is over. Even if they do sit through until the end, they are sure to walk away with a negative impression of the host company.
If you are considering holding a webinar, here are some tips that will help to ensure its success.
Tip #1: Ditch the Sales Pitch
Nothing will turn off webinar participants faster than feeling like they are sitting through a sales presentation. Remember, webinars are about building relationships, not making sales.
Tip #2: Make it Visually Appealing
Just as you wouldn’t go into a client meeting wearing a sloppy t-shirt, your webinar must look professional, as well. This includes everything down to the background. Has the connection been tested? Have you rehearsed your presentation? No detail is too small!
Tip #3: Don’t be a Bore.
Make sure you engage participants with interesting stories and anecdotes remembering that no one wants to sit through a boring lecture. You also should work hard to interact with your audience so it feels less like you are talking at them and more like you are talking with them.
Tip #4: Get the Timing Right.
Most professionals do not have time to sit through a two-hour webinar. Anything less than an hour is ideal. When scheduling your webinar, make sure you begin advertising it about a month in advance and include language that entices people to sign up right away, for example, “limited number of participants.”
Tip #5: Practice Makes Perfect.
Even the most seasoned webinar professionals would be hard pressed to host a webinar cold. If you are new to the webinar game you must practice. And then practice some more. Consider giving your presentation in front of co-workers and get their feedback. Tape your trial runs and watch to see if you think it sounds professional and engaging. It also is important to remember that you are not giving a speech, make sure your voice has plenty of inflections and that you sound natural. You don’t want it to seem as if you are reading from a script.
Webinars are big business today because they work. However, if you aren’t willing to do the work, you can count on your webinar falling flat.
Ask anyone in the marketing industry today and they will tell you that big data is where it is at. Unfortunately, despite all we know about the importance of using big data to target customer and prospects, few companies are leveraging that data to its full extent.
The fact is, most businesses see big data as simply a way to figure out what a customer will purchase next. And while this is certainly an important piece of information, that is all it is-just one piece. Big data should also be used for a more sustainable competitive edge, namely harnessing that information to create long-term loyalty. After all, if all of your customers are one-and done-buyers, you won’t be in business very long.
So instead of asking what will compel a customer to buy, companies need to ask what will compel a customer to remain loyal to their brand in the long term. For example, if a competitor offers a lower price, what will prevent them from switching to that competitor?
In other words, big data needs to be used to help businesses understand what they can do for their customers instead of the other way around. Doing this involves asking a few questions:
- How can I use data to reduce my customers or prospects costs or risks? Testimonials and reviews are increasingly important to consumers. That’s because people want to know what others in their situation gained from going with a particular vendor, be it a hotel chain, a dry cleaner or a daycare provider. If I can provide those cost- or risk-cutting measure that people are looking for, then I would be providing value that other companies are not.
- Is there something people are looking for that is not currently available? Think of companies that have been widely successful doing something we all feel we should have thought of. No matter what you sell, there is undoubtedly a better way to sell it. One example would be insurance companies that began selling their products online. Is there a better way to give the people what they want? Your customer data will likely offer many clues.
- No matter how different my customers or prospects may seem from each other, is there something that they all have in common?
Collecting information from a wide-range of customers or prospects can allow you to pinpoint specific traits of a particular customer.
AdWords is a great way to market your business and drive traffic to your website. Unfortunately, when not executed correctly, it can also be a huge drain on your marketing budget. This is especially true if AdWords is your principal marketing method.
If you want to launch an AdWords campaign and are expecting a big ROI, you are going to have to manage that campaign. What follows is a list of the things you need to pay particular attention to if you want your AdWords campaign to be successful and cost-effective.
- Keyword Matches. Picking the wrong keyword match type is a surefire way to obtain poor results. There are three keyword match types-broad, phrase and exact. Each type will produce different conversion rates and search values so you must do your research before choosing which type is best for your purposes.
- Negative Keywords. Targeting keywords is only one part of the AdWords equation. Using negative keywords will save money on clicks that have no chance of converting. Your ads also will receive better quality scores and enjoy higher click-through rates.
- Landing Pages. If your ad gets people to your landing page your work has just begun. In order to convert, your landing page needs a great headline, a clear call-to-action and compelling copy. It also must be mobile-friendly. If your landing page doesn’t contain all of these elements, it won’t matter how successfully your ads are performing.
- Product Pages. If you are a jewelry store sending someone looking for pearl earrings to your home page you are very likely to lose that sale. Direct matches are your best chance to convert sales. Failing to do so is a costly mistake that can be easily avoided.
- A/B Testing. When it comes to your ad copy and landing pages, you must always be testing. No matter how successful your ad copy or landing page currently is, it can always be more successful. Many people are surprised to learn how just a slight change to a landing page can drive up conversion rates. It also is important to keep in mind that you are not testing just for the sake of testing. Instead, you want to use your results so that you have the correct data and analysis to support any changes.
An AdWords campaign can do wonders for your business but only if it is well executed. While a successful AdWords campaign is never a sure thing, paying attention to the most crucial aspects of your campaign will greatly increase the likelihood of its success.