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Competitive Advantage with Webinars
By Bob Hanson
Most companies tend to use only one kind of webinar,
the marketing webinar. Marketing webinars are
typically designed to attract prospects to a web
seminar with the goal of setting the table for sales
appointments.
While a marketing webinar is the most common use of
one-to-many web collaboration services, it is by no
means the only way of leveraging web events.
Webinars can be used in diverse ways to cut
marketing, sales, and product development costs and
drive top-line growth. A great webinar strategy can
even create competitive advantage.
Here are five less common but potentially effective
ways of using webinars.
1. Positioning Webinars – Reach new markets or
higher-level decision makers. For example, hire an
analyst or consultant to talk about key problems
that face a CXO, and tie the webinar into the
solution that you offer. Or, run a web seminar
targeted at a vertical market and help position or
re-position your company within that vertical.
2. Webinars as Infomercials – Sales pitch, sales
pitch, sales pitch. Recognize that the best sales
pitches often involve educating prospects so they
receive value even if they do not buy at the end of
the event.
3. Database Building Webinars – These webinars build
a list of target individuals at the “top of the
marketing funnel” and are my favorite because
prospects love them but so few companies do them.
Think of topics which are current, newsworthy, and
leverage partners and media for the most bang for
your buck.
4. Webinars to Test (Seminars) – Before investing
many tens of thousands of dollars on an in-person
road show, consider testing and perfecting the idea
through a webinar. If successful, go out on the
road. They can also be used to test other
initiatives like new marketing strategies or
products.
5. Partner/Strategic Alliance Recruitment Webinars –
This is just a marketing webinar targeted at
prospective partners. Most partner recruiting is
haphazard, this systematizes the process for better
results.
Understanding and employing the different webinar
options can help you gain access to new sales
opportunities and markets, get closer to customers,
create better offerings, and fuel sales growth.
Learn more from Bob Hanson, “The Webinar Professor”
at http://www.quantum-leap-marketing.com/webinars.html.
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