If your Company is evaluating the sales potential of a Webinar to promote your products or services, you must consider the following three foundational elements in order to be successful.
1. Compelling Content: Yes, your products are bleeding-edge and have a great reputation in their respective markets, but Webinar attendees did not want to sit through an infomercial. Before starting the process, carefully consider what content would serve your Company (and sales needs) best. If your key audience members are generally researchers, then give them useful discussion topics with a hands-on theme. Be sure to pick general hot-button research applications, lessons learned, tricks of the trade, and how-to guides. Once you have the top-level topic in place, then you can highlight how your products and tools can facilitate and overcome these common pain points. It also helps to add dynamic photos and videos, but be sure that this multi-media content works before you conduct the Webinar.
2. Guest Speakers: A well-known Company representative can certainly be a draw, but your guest speaker is honestly who they come to hear. A thought leader’s opinion regarding your products will not only carry more weight, but can also help demonstrate to Webinar attendees that they too can overcome the same hurdles and get positive results; usually more quickly and efficiently than the methods or tools they are currently using. Make sure that your guest speaker is carefully walked through the process, and offer as many rehearsals as needed. The more comfortable the guest speaker is with their process and presentation, the more engaging the Webinar becomes.
3. Time, Resources and Commitment: This is the most important factor of the three. You can have the most engaging content, a renowned industry leader as your guest speaker, and an excellent pre-registration response rate, but if your Webinar is not properly broadcasted or there are severe technical problems, then attendees will promptly leave the Webinar and you won’t be able to leverage the recording for future downloads. When it comes to Webinars, the devil is in the details. If your PR or Marketing departments cannot devote the time to thoroughly manage the process, then seriously consider not moving forward or hire an outside firm . Technology problems will always occur, but most can be avoided or worked around with a few rehearsals and frequent testing of the equipment. All speakers need to have their content ready ahead of time for practice and timing, and this preparation also includes moderator scripts, attendee polls, post-Webinar surveys, etc. It’s a lot of preparation time and more than you would anticipate.
If your Company can successfully manage these 3 elements, then a Webinar is definitely worth the effort. Webinars are a cost-effective tool that can produce significant ROI if you strike the right balance between engaging content and product promotion. Interested in learning more about what goes into the process? You can access the Hamilton Thorne Webinar Series here and listen to our latest, and most popular, Webinar on “Advantages of Using Lasers in Embryo Biopsy Procedures” with guest speaker, Dr. Barry Behr of Stanford University.