Marketers Meet Virtual Events
Remember when “events” were conventions or trade shows? Given the past years business upheaval, virtual events are now outperforming traditional trade show/convention venues. Face to face marketing has almost disappeared and has been replaced by virtual events – which are now the new norm and seem to be working out surprisingly well.
Business Communication Has Changed
Web conferencing - collaborative services including webinars, webcasts, and web meetings - deserves a gold star. It has grown exponentially during the past few years and remains a viable alternative to sales and marketing when the traditional approach was throttled in late 2020.
Building & Maintain A Zoom-Webinar Audience
Business norms have been forced to dramatically change their business practices. Live webinars have emerged as one of the most powerful engagement and lead generators available … and has now become a necessity. Zoom
Successful webinars define your organization as viable and a leading influencer while helping sustain your loyal patrons as well. Keep in mind that maximizing webinar interest and attendance requires experience and constant cultivation. Nothing is more disheartening than spending time and money promoting your webinar—only to have a paltry turnout.
Webinar attendance really matters in the webinar exchange and often provides invaluable information to your audience. But capturing attention is not as easy as it once was since everybody’s inbox is bombarded by webinar invitations every day. The following reminders provide tactics on making the most out of your company’s webinar events.
Offer Valuable Content
Present a strong webinar topic and avoid commercializing your product or service; the assumption is that you have something they need or want. When guests attend your presentation, remember that they don’t want it to be all about you, but rather, about them!
Your webinar invitations should be relevant to your audience and offer insights (information about solutions) they need. The objective is to generate leads, but your ‘attendees’ have been invited, so be sure to engage them with valuable shortcuts, solutions to their problems or give them an information ‘resource’ they may not presently have known about.
And, finally, vary your content topic for your prospects. Choose a speaker that is credible, personable, and prepared to deal with a Q&A at the conclusion. Gracefully point them back to your website, Facebook and YouTube links to provide them with broader exploration of your topic/solution.
Keep It Brief
Don’t forget that these are professionals who have busy schedules. With that in mind, ideally, your webinar should be no longer than 30 minutes (an absolute maximum of 45 minutes if technical information really helps THEM). Beyond the presentation timeframe, leave ample time at the conclusion for a live Q&A.
Announce, Remind & Maybe 1 More Remind
Ensure your presentation material is ‘well prepared and ready to for primetime’ prior to sending the first invitation. Then, send three notices to your invitees – we recommend the drops be sent 1 week before, one day before and possibly 8:00 a.m. on the webinar date. This routine is all easily automated via email.
Most of the time there is no gift offered to your guests other than your insightful information providing valuable or “Just-In” information that is useful to them. Likely most attendees joined your webinar without a gift enticement ... Offering a gift is up to you.
You do have a great opportunity to sweeten the follow-up. Some firms conclude the webinar by asking attendees to complete a survey on their viewing experience. Others prefer to send a brief ‘thank you for attending the webinar’ email with a date of your next webinar. Since you can determine who engaged in the online dialogue (you spoke with them) or they clicked through to your URL links (uniform resource locator) which is available in your webinar platform host database report.
Whether positive or negative, all customer or prospect feedback is golden because it helps you improve future webinars. The whole point is to use these webinar contacts to meet and build relationships with them.
Make Sure Your Social Media Is Helping
Social messaging reaches new viewers, raises your brand awareness, attracts new prospects, generates more leads, and helps boost sales. Isn’t that what every business wants?
Recent research reflect that 58.8% of marketers now consider social media marketing crucial to their marketing mix, yet many firms struggle with measuring its effectiveness to identify whether their outreach is working or failing. So how do you measure and manage the ROI feedback of your social media campaigns?
What do you identify and define ways to improve your outreach? To ensure that your social campaigns generate an effective ROI, DEFINE:
- Campaign Goals: What’s your goal? Is it increasing brand awareness or driving sales or gaining market share?
- Target Audience: Who is your target? What do they want? - What messaging attracts them? Are your social media platforms those your prospects use (this is key)?
Combine social media marketing with email marketing since email marketing ROI can reach as much as $40+ for each dollar spent. Three required and proven approaches:
- Offer Quality Content: Write content offering value to your prospects and generates engagement. Vary content formats that target prospects preferences – then post for proven social platform.
- Partner With Influencers: Identify an influencer who is expert in your niche collaborate with them, promote your products/services and point people to your brand.
- Engage Your Audience: Stay connected … Respond to Them - reply to mentions, comments, and feedback. An occasional ‘Hi There” reminds them you haven’t forgotten them.
Use Results Effectively
Tracking and measuring campaign effectiveness identifies the strategies that produce the best results and those that don’t. “Outcome Stats” you must track include:
- Click-Through Rates
Continuous social media monitoring produces vital feedback on how your marketing messaging and vehicles are performing. It defines exactly ‘how this promo worked” and prevents you from wasting time, money, and effort on social media strategies that miss your target prospects. Remember the options are vast and your competition is stiff. Scrutinizing statistics of how your community responds makes sense. It’s not only rewarding and informative, but helps you plan.
Testing and optimizing your messaging helps you achieve better ROI. It’s a process!
Pat Dwight - HQZ Experts - www.hqzexperts.com
Trends Shaping the Future of "Work"
Status Quo Is Gone Forever
I’m passing along this revised article because I think it is a message that employers need to read! Writer Kate Lee has researched this “Going to Work” topic and writes a great report about people and their jobs. One of the biggest changes going forward is where people work. This statistic shocked me: the number of employees permanently working remotely globally is set to double in 2021.
And, this study is very surprising: The largest remote work experiment indicates that remote work can increase productivity (15%-40%), reduce absenteeism (40%), decrease turnover (10%-15%), reduce real estate and resource usage expenditures (+20%), increase engagement, and increase performance. Given this, it is not surprising that 83% of employers say the shift to remote work has been a success and that less than one in five executives say they want to return to the office as it was pre-pandemic.
The stats are clear … employees don’t want to return to the office location standard prior to 2020 either. One study found that 61% of employees want to work from home indefinitely even after the pandemic is over. Twenty-nine percent of respondents said they will quit their job if they aren’t allowed to continue to work remotely, and 62% either agreed/strongly agreed that in the future they will prefer employers offering remote work.” Research by OWL Labs and Global Analytics Workplace found similar results: 80% full-time employees expect to work from home at least three times per week and half of the respondents say that if their employer won’t allow remote work they would look elsewhere. Also, a revelation.
While pre-virus location was a differentiator for organizations, post-pandemic, location will no longer play the same role. As the research shows, post-pandemic, employees give preference to organizations that offer remote and hybrid work – and will leave organizations that do not offer these models.
The virus has exponentially accelerated trends including online learning, virtual health, virtualization of the workforce, and e-commerce. In some cases, changes that were projected to take years, occurred in months, weeks, and even days. At the same time, uncertainty is widespread as are the economy, mental and physical health, and logistical disasters.
Leading Health and HR experts concur that as much as we would like to think of 2020 as an anomaly, it probably isn’t. The consensus is that post-virus change will be much more rapid, continual, and ubiquitous. They see change being defined by effective leadership - where effective bosses will be wise and discerning in navigating change while also being humane. They will become anti-heroic leaders and show authenticity, humility, and vulnerability that drives shared learning and productivity and lead to a better future for all.
A Managing Director at a Fortune 100 company shared that leading teams in this environment forces one to be more human. Closer relationships will evolve because people/workers know each other on a very different level now. This experience is now normal.
The chief of research for the Gartner HR practice sees nine additional trends that will shape 2021 and the future of work:
- Employers will shift from managing the employee experience to managing the life experience of their employees.
- More companies will adopt stances on current societal and political debates.
- The gender-wage gap will continue to increase as employees return to the office.
- New regulations will limit employee monitoring.
- Flexibility will shift from location to time.
- Leading companies will make bulk purchases of the COVID vaccine for employees — and will be sued over COVID vaccine requirements.
- Mental health support is the new normal.
- Employers will look to “rent” talent to fill the skills gap.
- States will compete to attract individual talent rather than trying to get companies to relocate.
Leaders who take a wait and see approach will find themselves at a disadvantage, while leaders who act proactively have a far greater competitive advantage.
While it is not yet clear what life will look and feel like post-virus, what is clear is that our future and the future of work will not be a return to the status quo.
I hope that as you read this post you clicked through the highlighted text. The information is not opinion but reflects studies by respected entities. What surprised me the most is the shocking changes resulting from the 2020 COVID-19 experience in just one year.
HQZ Experts - www.hqzexperts.com