How to Set Up Webinars to Boost Lead Generation and Brand Reputation

Do you want your company to be known as a key thought-leader and expert in your industry? Are you willing to try some new methods to improve your lead generation efforts, to gain more qualified prospects? If your answers to both questions are “Yes” (as they should be), webinars are a proven tool you can use to achieve these goals.

Pick a few topics or issues that are key in your industry, that meet these criteria:
1. Current hot-button issues or challenges that your customers face
2. General appeal or applicable to a wide audience
3. Easy to explain and present (ideally, non-technical)
4. Can use real-world examples that your product or service can solve

Read up on webinar platforms, such as from Webex or GoToWebinar. For a small investment in one of these services, you can schedule free or paid audio/video sessions with people interested in the topics you present. Has your email list become stagnate? There’s a good chance you can revitalize that list by offering an educational session about a topic in your industry, or common questions or concerns that people face when evaluating the products and services you sell. Only at the end of the webinar should you mention how to get in touch with you to learn more about your company.

For instance, a financial service company may want to offer a series of webinars on mortgage issues. Or, a web agency could present some how-to’s on selecting the right web design or SEO company. By inviting people to attend your webinars, you show that you care about more than getting their business, and in doing so they will think of you when they are ready to buy because you have shown that you are a leader in your field. Being an educator puts you ahead of the pack of those who just sell, sell, and sell.

To start, create a Powerpoint presentation on the topic you want to present in your webinar. Don’t try to fit in too much. A succinct presentation, though it may cover a small portion of what you really want to present, will go over much better than one that is overloaded with information that will bury your audience. Next, decide who in your company will present the webinar. This should be someone who is well-spoken and can answer questions with authority. Or, find an expert on the topic outside of your company.

Once you have signed up with your webinar provider, schedule the webinar and send an invitation to your lists. Plaster the webinar details in every social network, direct mail, or any other channel you have at your disposal. Ultimately, you not only want to re-invigorate your existing list but gain NEW people who may be future customers. Finally, once you host your webinar, be sure to record it in a file that people can download at a later time. You may even choose to offer it as a free download. Depending on your industry, it may make more sense for you to offer both the live webinar and the recording for a reasonable price. Gauge the interest of the topic and price it accordingly.