9 Management Practices for Exceptional Webinars

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Author(s) : Marketing Profs

I) What are webinars?  

This text has been developed by a marketing team that studies emerging trends in the market of web 2.0 to improve lead generations by marketers. The impact of webinars on marketing concepts allowing to describe the generation of consumer interest or inquiry into products or services of a business. 

 
Example: 
 
 
This video explains how the benefits are for use with customer’s webinar system and how to use it.
 

II) Hypothesizes and solutions

How to generate profit with a web conference?
Can we attract consumers only webinars? 

Several methods have been developed to test this tool on the consumer behaviors. The study establishes several points for an effective conference: 
 
      •    Assemble a cross-functional team is in amount to make the link between sales and marketing department. Designate a project manager who will take the initiative to manage the team and define the purpose of the following webinar.
 
      •    Create a project plan: according to a planning followed about 20 days before the conference with financial conditions namely:
           o    The acquisition of the hearing that company can generate from various partners, industries, associations, sponsors.
           o    Before hiring a speaker, analyze its performances. A speaker can be free cost if it comes from a well known and recognized organization or a consumer could be asked beforehand.
           o    Creative in the sense HTML pages to establish registration forms, if the skills of the company are limited; provide an external partner but also the creation of a website to provide as much information as possible.
          o    Technology and software developed to achieve an interactive seminar with the integration of a PowerPoint or specific sites to develop a web conference. It is better to have word processor management software (Customer Relationship Management) in order to have an available list of customer contacts.
           o    Use telemarketing by qualified employees of the company not only for its low cost but also for the speed of calls to customers.
 
      •    Develop a content strategy with an efficient speaker to attract registrants and have a lasting impact on the conference, to be credible, spread the right message, be dynamic and touch a wide audience.
 
      •    Create communication with several tools convert that like e-mail, web or other promotional actions like banners or per click and advertising.
 
      •    Get the right audience with webinar promotion and acquisition by 3 important elements :
 
           o    Market planning: develop strategies like a business plan and use technologies like blog, media partner to develop our communication on the web.
           o    Branded media: spread corporate image by all existing materials, that could be online magazines, advertising banners, newsletters or blogs that will be used to target customers.
          o    Enrolled the support of the partners and customers: to increase opportunities through the participation of partners and customers via communication media.
 

III) Are these actions effective?

Through to the previous items, we can measure the impact of webinar on companies in the marketing field and customer loyalty research.
 

• 66% of companies who have been conducting webinars for less 1 year generate leads
• 75% of them, conducting webinars for more than 3 years

• 61% of companies who have been conducting webinars for more than 1 year build loyalty
• 51% of them, conducting webinars for less than 1 year

 
• 19% of all companies conducting webinars use telemarketing to qualify online responders

• 7% proactively invite website visitors to chat 

Conclusion :

The webinars system is effective if a study is made beforehand by targeting consumers. 

Must be taken into account various elements such as budget and select the right external agents to offer aproperly conference that will satisfy the customer.

To summarize, it is necessary to ensure by searching to be profitable customer loyalty due to conferences  online.

 

MarketingProfs. (2008), 9 Management Pratices for exceptional Webinar 

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