Whew, you’re done with your webinar. Congratulations! Now the real work begins.
You’ve gone this far, don’t quit now
Following up after a webinar is where most companies drop the ball, not realizing how they can turn the event into so much more after it’s done. I would argue the follow-up is the most important piece of webinars. This is where you really get a chance to reach out to your audience, gather feedback and ultimately get those meetings!
After the webinar you’ll get a list of the attendees and non-attendees. To attendees, send a “thank you for attending” e-mail that includes even more value-added content. Use the webinar content and turn it into a blog, online FAQ, podcast, etc., that can be included in your follow-up message. Also be sure to include a clear call to action statement such as doing a one-on-one presentation with people on their team who didn’t have a chance to attend the webinar. Then, follow this e-mail up with a phone call! For non-attendees, send a “sorry we missed you” e-mail that gives a brief overview of what was covered, include insights gained from the polls conducted during the webinar, link to a blog, online FAQ, podcast, etc., and again, include a strong call to action statement. And, you guessed it, follow up with a phone call.
In both e-mails you can provide a link to the presentation and offer setting up a meeting (a one-on-one presentation). Either way, you can post the presentation on SlideShare to easily share your slides either publically or privately. Once your e-mails are sent and your phone calls are made, take further advantage of your “value-added” pieces. Post your follow-up materials on your Web site and your social media pages, link to them in your e-mail signature and use them in your e-newsletters. Encourage your sales team and others in your company to share it on their personal Facebook, LinkedIn and Twitter pages as well.
Finally, poll your audience after the webinar to find out what they thought. What did they like about it? What could have been done better? Most webinar tools offer survey features, but if they don’t, consider using survey tools such as Survey Monkey or Zoomerang. You can use this to improve your webinars as you continue to do them.
Even YOU can create and present successful webinars!
There is a clear difference between webinars that stay with your audience, and those they wish they could forget. By creating a comprehensive plan that accounts for all the details prior to, during and after your webinar, you will set yourself up for success. Use your first few webinars as a learning experience, focusing on your topic, your audience, your presentation and your presentation style. Don’t forget to look at every opportunity to follow-up and qualify the leads coming through your webinars. With lots of practice and a little luck, you’ll have mastered the art of using this online technology to expand your connections with clients and prospects!
I want to encourage you all to try these tips, and send me any feedback or best practices that work best for you and your company.