Too many webinars are focused on selling rather than teaching
You would think by now most sales people and marketers would understand the power of webinars as a tactic where you can immerse prospects in a branded experience for an hour+, influence them with subject matter experts, qualify them with polling questions and then convert the prospects into near-term sales opportunities after the event. This only works if you educate first and sell second.
The Law of Reciprocation
By providing your audience with an education on a topic, that they opted-in to learn about and devoted an hour of their time, you’ll be leveraging the law of reciprocation which will motivate a high percentage of the audience to engage in a dialogue with you after the event. I’ve consistently been able to convert 15%+ of webinar attendees into sales opportunities by leveraging the law of reciprocation. You’re giving the audience value and in return they’ll give you the perfect opportunity to position your products in their consideration set. The attendees will also start to look at you as a trusted adviser versus a vendor.
Sell first at your peril
There are way too many webinars that take a sell first approach. The sales focused webinar never delivers on the promise of a true education. They’re akin to a low budget infomercial, don’t include true subject matter experts are often led by sales people and include a weakly veiled canned question and answer session that attempts to deliver testimonials. “Fool me once, shame on you;” webinars focused on selling have a destructive impact on your future lead generation efforts. A higher percentage of your prospecting database will opt-out of future communications and you’ll see diminishing returns on future tactics. Salesy webinars that are merchandised under the guise of “best practices” have an incredibly destructive impact on your lead generation program.