How To Rock Your Sponsored Webinar

Did you know that B2B marketers rank webinars as one of the most effective content marketing strategies?

By sponsoring a MarketingProfs webinar, you’re creating an opportunity to let your expertise shine as you build an audience, increase your authority, and get your name in front of key decision makers.

We make the process simple by taking care of the promotion, setup, hosting, registration, and moderation for you. That leaves you with the job of selecting a webinar idea that will knock the socks off of your registrants.

When it comes to planning, promoting, and generating leads from your webinar, you’ll get the greatest results by planning ahead.

Provide Valuable Content

Your first step in planning your webinar is coming up with a topic, a title, and supporting content. Keep in mind that many potential participants are savvy marketing professionals who attend webinars and conference presentations regularly. If you want to get (and keep!) their attention, you need actionable content that provides real value. Waste their time with recycled, superficial fluff and your authority fades quickly. After all, your webinar may not cost a dime to watch, but attendees do pay with their time. Make their time count and you’ll reap the rewards later.

What topic—what content—do you choose? Have you written a whitepaper or ebook that got awesome results, or produced a blog post that became a social media sensation? These are two possibilities that could be expanded into an in-depth webinar. And if you need our help, just ask! We’re happy to give feedback or help streamline your idea based on what’s worked (and what’s fallen flat) with our members in the past.

Here are a few ways make your webinar attractive:

  • DO make sure the topic appeals to a wide audience.
  • DO propose a title that gets people excited, not one that puts them to sleep (we can help!).
  • DO put the most important information up front. This ensures that everyone gets the most value from your webinar—whether they can stay for the entire event or not.

A few things to work on in advance:

And some tips for the presentation itself:

  • DON’T talk about your products or services unless you want to lose credibility with your audience. One hint of a sales pitch and you’ll have them running for the hills.
  • DO keep your topic tightly focused so that you can cover it in depth.
  • DO provide plenty of real-world examples to bring ideas to life.
  • DON’T simply regurgitate your presentation on the slides. Your slideshow should provide key points and complementary information—not a script.
  • DO consider using polling questions to break up the presentation
  • DO keep a steady pace - not too fast and not too slow. (DON'T spend too long on any one slide).

Promote it Well

We’ll handle the bulk of the promotion for your webinar, but that doesn’t mean you’re totally off the hook. If you have a blog, write a teaser piece that introduces readers to the topic and encourages them to participate. Or, plug the event on social media channels, send a message to your mailing list, or invite colleagues and friends to join. This will ensure you not only generate leads, but nurture your existing contacts with awesome content.

To do our part, we’ll need an abstract, title, and speaker bio(s) from you 6 weeks prior to your event. These materials will go to our webinar marketers for review and editing, adding the MarketingProfs voice, and selecting accompanying creative that resonates with our audience (humor and personality go far!). Make sure to provide us with plenty of information, as this is all we have to go on in promoting your event. More is always better, so go ahead and give us all you got.

Turn Those Leads Into Customers

After the webinar, we’ll send you the customized data you've requested on your registrants, options like their names, companies, email addresses, industries, revenues, and company sizes. This is the real reward from your webinar, particularly if you pull off an event that generates lots of interest and excitement.

Within the first 24 hours after the webinar, make sure you reach out to all registrants—whether or not they attended. Failure to attend isn’t typically a sign of disinterest, after all, but rather a sign that they had an unavoidable schedule conflict or simply forgot. A good rule of thumb is to send a brief “thank you” email, along with a PDF of the slides and a link to access an encore of your webinar presentation, to attendees. We do host all on-demand recordings on our own website, but we suggest that you also host the recording on your own site if you want to continue to track views. Send a “sorry we missed you” email along with the same documents and link to the no shows.

Now that you’ve reached out to your leads, you need to tell them what to do next—or risk losing them forever. Should they join your mailing list? Register for a free trial of your service? Register for another upcoming webinar? By giving them an explicit call to action, you’ll have a better shot at growing those relationships from webinar participants to loyal customers.

Kristen

Mistress of Webinars