A professionally produced webcast does more than just present your brand in a positive light. Marketers say webcasts remain one of the top tactics to generate high-quality leads. Consider these statistics:
- 60% of marketers use webcasts as part of their content marketing strategy
- 73% of B2B sales leaders view webcasts as an effective way to generate high-quality leads
- Approximately 5% of webcast attendees make a purchase at the end of the presentation
So, how do you create a webcast that will not just generate new leads but drive sales as soon as the webcast ends? The key is personalizing the experience to your attendees. And that means tailoring the content to your prospects with some legwork before the webinar even begins.
Create Customized Branding to Deliver a VIP Experience
A successful webcast begins with targeted promotions. Inspire and connect audiences by creating customized branding to promote your event, including:
- A customized landing page
- Email campaigns
- A compelling title
Of course, your webcast promotional material should match your brand and bear your company logo. But make sure it stands apart with innovative pre-event marketing that includes introductory videos, sneak peeks, and a compelling agenda.
Make Sure Content Addresses Attendees’ Pain Points
If you’re like most businesses, you have multiple target markets or buyer personas that your products and services appeal to. And, just as different product lines or service packages appeal to different personas, your webcast programming should not be “one-size-fits-all,” either.
Create personalized programming for your webcast that addresses attendees’ specific pain points. You can send out polls or even ask attendees to share their questions in advance so you can better tailor the content to meet your audience’s needs.
Using demand generation to entice your target market to attend your webcast can ultimately increase not just attendance, but sales.
Feature Clients, Case Studies, and Information that Resonates with Your Audience
Once you have a handle on attendees’ pain points, you can determine which products — and their benefits — you want to emphasize during your webcast. You can choose guest speakers who had similar struggles and found the solution within your products or services.
Once you understand your demographic, you can feature similar clients in the webcast.
Your webcast does not have to address everyone who might be interested in your company; creating targeted material to present a personalized webcast can help increase sales and help you build stronger relationships with your customers.
Let PGi help you create a compelling, professionally produced, interactive webcast with GlobalMeet.