An ongoing challenge for enterprises of all sizes is keeping their sales teams engaged and up to date on the latest products, technology, and other offerings. And the bigger and more geographically dispersed the salesforce, the greater the challenge.
Consumers’ purchasing habits – their buying journey – have changed significantly in the last decade or so. And video plays a huge role in the shift. Consider these statistics:
You put a lot of time and effort into creating an awesome webcast or webinar. Now you have to promote it. Following are some of the top online promotional opportunities.
Producing a webinar doesn’t have to be daunting. Like any event, a successful webinar lies in successful planning. Let’s walk through the major steps that go into creating a winning webinar.
Get your ducks in a row.
This is when you define your goals, develop the webinar topic, and form your support team (on- and off-camera assistants, promoter, organizer, producer, desired speakers). And remember, a webinar isn’t a sales pitch or presentation. It’s an educational tool designed to help your target audience solve a problem, overcome a challenge, or learn something they wouldn’t otherwise know.
Gather the troops and get buy-in.
Ensure the topic is solid and has key stakeholder approval. Recruit the speakers and get their buy-in and commitment. Set an agenda for the event. Ensure everyone is aware of the webinar milestones.
Select a webinar tool.
Here’s where your decision to try self-service webcasting really pays off in terms of time, ease of implementation, and analytics. Settle on the engagement features you’ll be using, such as Q&A, polls, and surveys.
Nail down your messaging.
Write a winning title, bullet the webinar benefits, create a presentation abstract. Remember to focus your webinar summary and abstract on what’s in it for the viewers. Identify audience pain points your webinar will address, a problem or challenge you’re going to help them overcome.
Decide what supporting materials you’ll include with your webinar (downloads, links, and other resource materials). Speakers, too, should be honing their presentations.
Create your marketing deliverables.
Draft the promotional, confirmation, and thank you emails. Build that awesome landing page, registration form, and confirmation/thank you page.
Use your webcasting platform to set up your landing page and reminder emails that will be sent throughout the weeks before the event.
Promote your webinar.
Starting at least three weeks out, start your promotional activities. Email your prospect list. Publicize and discuss on social media. Advertise on your website. Share registration results with stakeholders along the way.
Have a dry run.
Vet the impact of your story. Ensure that the script and slides are in sync and in the proper order. Check speaker pacing and overall timing. Make sure everyone knows about the webinar features and how they’ll be used.
Lastly, enjoy your webinar!
Afterward, publish the on-demand version of the event, send all follow-up emails, gather the webinar analytics, and enjoy scoring your bona fide leads.
From YouTube to video communications at work and home, streaming video has permeated our lives. Video is increasingly becoming one of the top, if not the preferred, communications mode for businesses of all stripes.
In a survey conducted by Wainhouse Research, about three-fourths (74 percent) of corporate executive respondents said they have watched a live online video event for a business purpose, with 33 percent of all survey participants reporting daily viewership of live online business video. Among those executives using live online business video daily, 60 percent described it as a “very effective” venue for communicating work-related information.
Wainhouse Research went on to explore one of the avenues that organizations are using to put online video to work more effectively: streaming video webcast platforms that feature presenters from multiple locations simultaneously. These multi-location webcasts pull in video feeds from more than one site, transforming the traditional “one-to-many” webcast into a “some-to-many” event.
According to the Wainhouse report, multi-location webcasts provide several advantages for corporate communicators and viewers. The benefits include:
Mitigating video fatigue: No matter how dynamic the presenter, viewers tend to drift after listening to a single speaker for an extended period of time. In a webcast featuring multiple presenters from varied locations, the speakers can rotate every few minutes, an approach that introduces variety to the on-screen look and feel of an event. Such on-screen engagement can encourage viewers to continue watching a webcast for a longer time than might otherwise be the case with a single-feed webcast.
Creating new corporate stars and promoting corporate culture: By showcasing a broader array of executives at different remote sites on in-house webcasts, organizations shine a spotlight on workers who might not have a high profile with employees otherwise. After watching a colleague on a company-wide webcast, more employees are able to put a face with a name when interacting with those executives based in remote work locations.
Spreading the presenter load: While viewers can benefit from a rotating line-up of speakers, presenters themselves stand to gain from webcasts featuring contributors from various locations. Substantial preparation is necessary for presenters expected to speak for a half-hour or more on a single webcast. Spreading the load between three presenters, for example, significantly reduces a speaker’s pre-event commitment to a webcast and is likely to make them more amenable to participating in webcast presentations more frequently.
Integrating varied content creation venues: Business users have demonstrated a propensity to produce webcasts using a range of video capture environments. Exactly half of the organizations surveyed that use video webcasting said the majority of their webcasts originate from conference rooms. Another 21 percent reported that the bulk of their video webcasts originate from desktop webcams, and 20 percent cited theaters and broadcast studios as their primary venue for content creation. Multi-location streaming platforms offer a venue where video from any of these environments can be brought together in a single user interface that can be distributed to viewers at scale.
Additionally, advances in self-service webcasting platforms now make it possible for business users to handle multi-location webcasts themselves, with little to no external technical assistance.
For more about the merits of multi-location webcasting and key findings from the survey, download the [Wainhouse report](https://lp.talkpoint.com/talkpoint-presents-the-innovation-and-webcast-creation-whitepaper).
Webcasting has crossed the chasm as an enterprise communications tool, moving from being among the vast pool of early adopters to a larger market segment. A few factors have fueled this progression: Webcasting technology became much more reliable and easier to use, video has skyrocketed in popularity among people of all ages, and cloud-based software as a service (SaaS) makes webcasting an affordable option for many businesses.
In today’s increasingly global workforce, many companies rely on streaming technology such as webcasting to communicate with employees, partners, and other stakeholders cost efficiently while reducing their corporate travel budget. Indeed, webcasting is an effective, fiscally responsible communications choice.
A lesser-discussed benefit of webcasting is its positive impact on the environment – specifically, its ability to help companies reduce their carbon footprint.
It’s well known that emissions from cars, planes, and other transportation vehicles contain carbon dioxide and substances that harm the environment, and scientists have shown the direct effect such emissions have on global warming. Reducing business travel goes a long way toward decreasing a company’s carbon footprint.
Live webcasting is an ideal alternative to the meetings, conferences, and events that enterprises traditionally have conducted face to face, such as annual sales meetings, company all-hands, town halls, investor days, and product launches, among many others.
Video webcasting delivers a rich user experience that people can access in real time from anywhere. Additionally, webcasting has the potential to raise attendance at an event and, in doing so, expand the reach of corporate messaging.
Another environmentally friendly benefit of webcasting is that it minimizes the production and waste of paper and other presentation materials. A webcast makes the presentation and related content available for download. Attendees generally print the materials only as needed.
Webcasting also helps companies conserve energy, decreasing or eliminating the electricity, gas, and other energy resources that would’ve been required for a large, in-person event.
Protecting the environment and promoting sustainable business practices have become core initiatives for companies all over the world. Through reducing their carbon footprint, decreasing energy consumption, and minimizing waste production, more and more enterprises are embedding “green” initiatives into their operations and transparently doing their part to further social responsibility.
Public relations pros are masters at shaping public perception in large part because they know how to get their clients’ messages and ideas out to the right audience. Whether it’s the launch of a hot product, a huge company announcement, thought leadership panel, or job fair, virtual events are growing in popularity. As is the case with most physical events these days, the ability to engage an audience virtually is top priority.
In the financial services industry, business is founded on building relationships and trust with customers. Ongoing communication with staff, clients, and partners is critical for commercial and investment banks, insurance companies, brokerages, and other financial services firms.
Web conferencing and webcasting have a few fundamental similarities. Primarily, both are effective modes of communication among people in different locations. Both involve audio, video, or both. And both make it possible to share content.
After these basic similarities, however, web conferencing and webcasting diverge to serve distinctly different purposes. Three of the main differentiators lie in the size of your audience, how you want to interact with them, and the desire for analytics.