You’ve just finished giving a Webinar – and it was clearly a winner! But, you invited thousands and only a hundred showed up. What can you do to maximize the value of all your hard work? Post it to the Web, where other members of your target audience can easily access it.
In fact, many people prefer the on-demand approach, since they can watch at their own convenience, or pause the presentation if something urgent arises, without missing any important points. But once your on-demand presentation has been made available, how do you let people know it’s there? And even more importantly, how to you encourage them to download or view it?
Here are some of the best ways to market your on-demand presentation:
1. Go Back to the Base
Just because only a fraction of those you invited actually attended, it doesn’t necessarily mean that the others weren’t interested in what you had to say. They may have wanted to participate, but prior commitments prevented them from doing so. So, once you post your on-demand presentation to your Web site, be sure to go back and inform those who were previously invited. You’ll be surprised at how many of them take the bait.
2. Make it a Call to Action
Many experts believe that the reason most marketing campaigns fail is because they lack a compelling call to action. Unless you give recipients a solid reason to respond – for example, by offering them something of perceived value – they simply won’t reply. Using the download of your on-demand presentation as a response mechanism is a great way to drive traffic to your Web site, and boost campaign response rates.
3. Leverage Industry Resources
No matter what market you work in, there are likely Web sites that serve as resource portals for potential buyers. These are great places for vendors to post not only pre-recorded presentations, but white papers and other promotional materials as well. The site administrators may even help you promote your session, to help drive additional downloads.
4. Alert the Media
Try issuing a media alert or a press release when your session has been posted. Perhaps you don’t think an on-demand presentation is “newsworthy”, but many publications will, indeed, make mention of these types of resources. Editors and writers may even view the presentation themselves, to educate themselves on your product or service, or your company.
You can also form relationships with bloggers and other online journalists, who can make mention of your on-demand Webcast when they publish posts and articles on related topics.
5. Use Social Networks
Facebook, LinkedIn, Twitter, and other social media outlets provide an open venue for you to share information with people who are interested in similar topics or ideas. By setting up profiles on each of these sites, you can find people who are seeking certain types of information. And, those you connect with are probably those that are most likely to download your on-demand presentation.
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