Change Marketing Approach Now
The way people purchase things is dramatically different since Covid-19 began. Latest numbers reflect that 67% of consumers now use multiple channels to complete a purchase transaction – heavily on online.
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 Face to face marketing has almost disappeared and has been replaced by virtual events – which are now the new norm and seem to be working out surprisingly well.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