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Tuesday, January 13, 2015

The Real Impact of Webinars on Your Online Publicity Efforts

A webinar is an Internet marketing instrument that is very effective for boosting your online reputation. One of the most important factors in regards to improving your publicity efforts online is proving that you are an expert in your industry. Doing so will help you gain the trust of your followers and quickly build your audience. A webinar allows you to quickly connect with niche users on an individual basis.

Although webinars are relatively simple and very effective, they are often underutilized by professional organizations. This could be due to their personalization and the fact that you essentially must perform when you host one. However, the benefits of webinars far outweigh the drawbacks.

If you are considering hosting a webinar, be sure to follow these three tips:

Most webinars follow the format of a slideshow or PowerPoint presentation. Images or bulleted information will appear on the screen while the host discusses aspects of the webinar topic to an audience that joined the presentation online.

Let’s say you have already created an informative and interesting webinar slideshow. How can you ensure that your webinar goes off without a hitch?

Promote your webinar using different marketing strategies. 


 One of the most effective ways to obtain webinar registrants is to utilize email marketing.

“The first thing you should do to promote a webinar is to reach out to your existing contacts via email,” said Andrew Rice, owner of a Twin Cities website design company. “You would be surprised how many of them want to hear what you have to say. Make sure to email them at least twice before the webinar. The first email should be a general invitation and the second should be a reminder. Email your contacts at least one week before the webinar is held.”

In addition to utilizing email marketing, make sure to promote your webinar through social media. If you have the funds, I’d recommend boosting your Facebook posts to increase your visibility.

Create a backup plan.  

If something goes wrong during the webinar (such as a technical issue), you will surely test the patience of your registrants and lose your audience.

“We were hosting a webinar on remodeling and our computer crashed during the first five minutes,” said Leslie Copsey, owner of a Minneapolis kitchen remodel company and a frequent host of home improvement informational webinars. “We were able to reboot it, but by the time we did, we had lost 80 percent of our registrants. All of our hard work was flushed down the drain.”

Copsey now keeps a backup computer that has the slideshow loaded next to her when she hosts her webinars. In addition, she provides a backup dial-out phone number for her audience at the beginning of the webinar to ensure there is continued communication in the event of a disconnection.

Make sure your webinar is to-the-point. 

Your webinar should take up as little time from your audience as possible to effectively get your message across. You do not need to go into details on the topic you are addressing. The webinar is meant to provide an outline of the topic to generate interest, not to be an end-all source for information. The primary goal of a webinar is to get your audience interested in your brand, after all.

Following the tips above will result in increased awareness for your brand, increased traffic to your site, increased conversion and an improved reputation. Webinars are one of the easiest and most effective ways to directly connect with your target audience.