Why is it that so many Webinars are bad? The technology makes it easy, but that doesn't mean that the presenter is good, the content valuable, or the topic of interest. I signed up for an association Webinar on marketing communications this week. I bugged out early. Want to know why?
Plain and simple - it sucked. And that wasn't the first. I've participated in many - some free, some paid. Here's my take...
1. If the Webinar is being used for lead generation, it shouldn't be SO obvious that the entire presentation is an ad for the vendor's product or service. That happens regularly when Webinars are offered for free as part of an association's membership benefits or directly by a B2B supplier.
2. If the Webinar includes a guest, the host should ensure that the format and topic are synergistic. It's very unprofessional when two presenters are not in synch.
3. The Webinar speaker should have skills or training in.... training! This is especially true for Webinars in which the screen is filled with PowerPoint slides and you can't see the speaker. All we have to go on is his/her voice. The worst is when the speaker reads a script. Yikes. A white paper would have been preferred.
4. The Webinar should walk the talk on the promotional copy. If the advance marketing copy describing the topic and content isn't the same as the presentation, it's lost all credibility. Try getting the audience to return for another one.
5. Webinar planners should ideally identify their objectives. What do they want to achieve? If it's content marketing, then they should give the audience something of value without any strings attached. That's a soft sell approach for brand awareness.
If it's for lead generation, the content should be valuable, too, without obvious advertising. The lead comes from the registration information for the planner's database.
If the Webinar is a product in itself and the planner charges a fee, it had better fulfill the audience's expectations and have a dynamic speaker.
What's your experience with Webinars? Have they lost their appeal? Are they overused or abused? Let's hear.
Continue reading "Why Are Some Webinars So Bad?" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs resources related to Content.
A case study can be an effective storytelling tool to use in B2B content marketing. Learn why, as well as how to craft one, in this article.
Audio of all types, from podcasts to voice search, is a powerful form of content marketing. If you're not doing it yet, here's how to get started.
Quality is a nebulous concept that can be difficult to define. Not for Google: high-quality content for better search rank depends on specific factors that can be optimized. Here's how to do so for five of them.
Webinars are more prevalent than ever, and that won't change any time soon. To reduce hiccups and improve the experience for attendees, follow these eight tips.
Standing for something is good for business these days. But how do you go beyond merely sharing company values to crafting real thought leadership? Start with a POV blog post.
We've all heard that prospects consume at least 13 pieces of content before making a decision. But does that have to be true anymore? This article discusses why that should change.