Re-engage With Your Database This Fall
During the quieter summer months, how have you considered re-engaging your database when the busier fall months roll back in? More and more managers are now using webinars (i.e. quarterly updates w/ video + pitchbook content), much like how earnings reports for listed companies have done so for many years now.
It’s a powerful tool for reaching out to prospective and existing investors in a timely and cost-effective way.
There’s something to be said about the value-add of a webinar versus that of sending out a PDF each quarter. It demonstrates your expertise because you have the chance to ‘show, not tell’ to a segment of your database who bothered to sign-up and listen to you speak. It engages your audience in a different manner with the age-old concept of scarcity – anyone who misses the live webinar may not have a chance to sit through it again (FOMO – fear of missing out).
Hosting a webinar is as simple as it gets. To reap all the value and benefits, you need only a webcam, your deck and a microphone to host a webinar. How convenient is that? However, there are some considerations.
What you need to consider for hosting your own Q3 2018 update:
1. Ensure your audience is fully ‘plugged-in’
People tuning in to your webinar have willingly set aside some time in their day to listen to you, but there’s no stopping them from getting distracted or hitting [X] on your presentation. At the very basic level, ensure that you have the right mic and test your own recording for background / static noise. Beyond that, your presentation has to be visually impactful to keep them on-screen, and consider one or two points for interaction during the webinar itself.
– Tip: Use quick slide changes during webinars. Research has shown that online audiences remain engaged if there is activity on-screen.
Is there a ‘best time’ to promote your webinar? There are actually two.
(1) 2-3 weeks prior – this gives a higher likelihood that prospects / investors have availability to attend your webinar.
(2) 1-2 days prior – the value of immediacy almost guarantees that you will get a surge of sign-ups right before the webinar.
Do a combination of both, and promote via your newsletters, social media, landing pages, and partners.
The battle is only half won after you’ve finished the webinar presentation; the other half of the battle comes with identifying which prospects were ‘hand-raisers’, and identifying who wasn’t just yet ready to be contacted in the sales cycle.
If you have the right marketing communications tool, this makes your job a little easier. The process starts with a ‘lead score’. (1) A ‘lead score’ lets you know which prospects are engaged and which aren’t; (2) automated emails can be generated as follow-ups to hit your attendees first thing in the morning next-day; (4) utilize tools to track video views for re-plays and schedule instant meetings with your attendees. Ultimately, it's all about whether or not you are connecting with the right prospects and talking to someone who wants to talk to you.