Providing insightful content online is the name of the game these days. If you consistently do it right, you’re sure to build positive awareness for your brand.
Creating webinars is one way to provide content that draws people to you time and time again. They are easy to produce and cost effective as the content can be replayed and repurposed for a long time.
While there are several types of webinars, there are only a handful that I recommend delivering. I need to touch on a few things before I tell you which ones I have seen used to successfully build brand awareness.
Don’t be a Wolf in Sheep's Clothing. If you’re like me, you’ve signed up for many webinars that you think are going to provide great content. Once you invest the time to log in and listen, you see that the presenter is only there to sell you on how wonderful they are and the products they sell.
Always Be Truthful. If you’re going to sell something on your webinar, be upfront about it from the beginning. “Join me to learn XYZ tips and receive a special offer to subscribe to my XYZ course.”
If you consistently follow those principles while providing insightful content your target audience needs and wants, you’re sure to build positive awareness for your brand.
Let’s look at the four types of webinars I recommend.
Thought-Leadership Webinars: Thought-Leaders Webinars provide an easy way to create awareness of your brand by tapping into the expertise of others in your marketplace. If your company provides Human Resources Technology, you simply need to reach out to others in your field that are experts about relevant topics. Examples include providing a webinar about workers’ comp compliance, engaging millennials in the workplace or FMLA compliance. No matter what B2B service you offer, you can always find experts to partner with and provide compelling how to webinars that address the pain points of your audience.
Testimonial Webinars: You have success stories from customers who have used your products and services. You’ve turned them into case studies that are used on your website and by your sales team. Unfortunately, when it comes to reference calls you find you’re burning out the same customer champions with repeated one-on-one calls. Consider hosting a facilitated Testimonials Webinar once every 4-6 weeks. Periodic Testimonial Webinars lessen the number of times a customer is called upon and allows sales members to schedule prospects to join that webinar. Make the first 20-30 minutes a live interview and the last 20-30 minutes time for prospects to ask questions. It is a win-win for everyone.
Panel Discussions: Hot topics and trends in the marketplace provide great content for webinars. If you’re fortunate, you already know several experts who can speak on a particular subject. Schedule 2-3 of these industry experts to join you for a facilitated panel discussion. During the webinar, start by defining the industry topic or trend. Then walk your group through a list of pre-scripted Q&A that you walk the panel through. In a 60-minute webinar, you only need 2-3 pre-planned questions that you ask each member of the panel to answer. The dialogue and conversations you start are guaranteed to engage the panel, as well as your audience.
Q&A Webinars: Similar to the panel discussion webinar, this webinar features one speaker responding to questions about a particular topic. The hook that draws people in to register is their desire to ask on-topic questions from your industry expert. Lay the foundation by providing three well-defined key takeaways for webinar registrants. The trick is to keep things on topic and guide the conversation. Pre-scripting questions can quickly guide the direction of the conversation. Since you’re monitoring the questions, you can easily select ones that keep the dialogue flowing in your intended direction.
When you know your audience and what is important to them, creating webinars to build positive brand awareness without hardcore selling is easy. The key is to create a consistent series of webinars that happens one-two times a month. In doing so, you’re creating a platform for engagement around a steady drumbeat of webinars that your customers and prospects are guaranteed to love.
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