Using Webinars for Lead Nurturing
January 13, 2011 3 Comments
[tweetmeme source= “brennels” only_single=false] As if I haven’t been busy enough with pulling together budgets, reviewing vendors, contracts I am also trying to get a webinar program off the ground at the same time. At a previous company we had used ON24 which provides a robust platform with integrated chat, social media and moderator assistance but can be to expensive depending on your needs. The nice thing that I like about webinars is not only does it provide a way to nurture your existing customer database but with some platforms you can also host it as an on demand webinar for the rest of the year. This allows you to maximize your investment by engaging with the live webinar attendees but also nurturing those who view the on-demand webinar throughout the year.
I have been called “optimistic” but if anything I am cautiously calculating regarding predicting the results of delivering a webinar. I don’t like taking risks unless I am pretty sure I know the result of my decision so we will see how close I am to my expected webinar attendance. Based on other emarketing programs I have seen about a 2.5% registration rate and between 40-60% will actual attend the webinar. So, the math is simple. Depending on the number of people you send invitations too will allow you to pretty accurately determine how many will be attending.
There are many logistical tasks that are necessary to help you launch a successful webinar program. Besides the most important step of selecting a compelling topic with knowledgable speakers, Tthe platform is a big if not the biggest component but there is also, determining how many to invite, how often do you send invites (no more than 2 with 1 reminder a day before the webinar) and how you will record, deliver and post.
I’ll follow up at the end of the month and let you know how close I was.