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Webinars are a great source for generating leads for your business, and if executed properly, they can work wonders for you. But what makes webinar strategy tricky are these easy to miss blind spots that can impede your progress.
We have listed down the six most obvious mistakes marketers make while promoting their webinars. We have also discussed the possible solutions for each of them.
1. Your sales team isn’t completely aware of your webinars
The sales team forms an integral part of different marketing collaterals and spreading awareness about the content. Webinars being one of your content marketing areas, should be part of their customer educational collateral. But, if the sales team is not aware of it, they won’t share it with their prospects during their calls and interactive sessions.
You must ensure that all strategic webinar related information the sales reps need is readily available in front of them. You can share an abstract, a few of the critical points, whom it is targeting, etc. If possible, you can help them create a specific email that they can be simply sent to their customers, informing them about the new webinar.
2. Your hosting and promotion schedules are not well-timed
You may think by sending the registration email over the weekend, you have stood out from the rest of marketers, but unfortunately, you can’t be more wrong than this. People hardly look forward to registering themselves for a webinar and less likely to open your emails. Apart from this, you are hosting your webinars on a busy day like Monday or when people are done for the entire week, i.e., Friday. Monday is usually the most hectic day of the week as everyone is trying to cope up with pending tasks, read and respond to emails, hold meetings with staff members, etc. Fridays again are not the best time as everyone is trying to wind up their weekly tasks and are not in the right frame of mind. Tuesdays, Wednesdays, and Thursdays are your best options when everyone is performing at their optimum best and are more likely to register and attend the webinar.
3. Your webinars are just too long
A webinar that’s 40-45 minute long is good enough for the audience to stay throughout the length of it. But if your webinars are longer than this, the audience drop off rate would increase. You must study the different points at which the audience is dropping off to find the sweet spot when it comes to your webinar duration.
4. You have put all the leads on a single track
Just like your webinar content, your audience is unique and needs a distinctive approach to nurture their interests. You must not shoot emails to everyone in your lead list; instead, assign specific audience segments to sales reps in order to get in touch with them directly and close the deal early on.
Email strategy also works best for the registrants who didn’t turn up at the actual webinar. It acts as a post-webinar follow-up email.
It is recommended that you categorize your leads in different buckets and accordingly proceed with the nurturing part.
5. You are not repurposing the content
You can extend the shelflife of your webinar content by repurposing it in the form of a blog, social media posts, upload the audio file on your website to pique the interest of website visitors, create a slide show and share it on Slideshare to further the overall reach of your webinar content. The aim is to maximize the reach of your webinar content by repurposing it in different formats and share it through different channels. This helps your webinar catch the attention of followers who don’t subscribe to your webinar content yet but might do so in the near future.
6. You have not leveraged marketing automation
Marketing automation is the order of the day, and you should marry it to your webinar strategy. The results can be overwhelming.
For example, you may send a ‘Thank You’ email whenever a person completes registration. With marketing automation, you can take this to the next level by personalizing your autoresponse and make them feel special. Not only this, marketing platforms come with their unique insights and data. You may see from which channel (e.g., Social media, paid campaigns, blogs, emails, etc.) your leads are landing on your webinar landing page.
Webinar strategy is not very tricky, but to ensure that it realizes its full potential, you must have a sound plan in hand. Ace has helped marketers refine their webinar strategy by assisting them to course-correct with the help of different technological integrations and upgrades. Take the first step today and get in touch with our team to explore different options