Leverage the growing popularity of webinars to build your brand’s thought leadership credentials and attract new customers.
Aditya Birla Minacs Director of Marketing Regina Antonio writes in Content Marketing Institute that “both small and large brands are relying on webinars as a key part of their content marketing.” Webinars “provide the best opportunity to inspire an audience to respond to the presenter’s call to action,” and Antonio presents a series of best practices for marketers looking to tap into the webinar trend.
Antonio breaks webinars into five acts, starting with the planning phase that defines objectives and a target audience, and then moving next into promotion, tracking metrics, and dress rehearsals. An hour before showtime, Antonio recommends that you “assemble all of the resources and go through a final checklist” to make sure your speakers are ready for primetime. Finish with an archived copy of the webinar and thank-you emails to the audience. Making your archived recording available for download will “attract and engage more potential customers” for months afterward.