MARKETING WEBCASTSINNOVATIVE LEAD GENERATION,LOYALTY AND BRANDING

Marketing in the age of digital transformation is being subjected to fundamental changes. Old methods such as traditional print ads have been virtually eliminated as marketing instruments. Whoever wants to be in the vanguard of marketing today needs innovative approaches and channels to attract potential customers.

How can you attract prospective customers, take your brand into the conversation and - the ultimate goal in Marketing - generate valuable leads for your business?

A webcast puts your advertising and solution-oriented information selectively into the marketplace. The many options for live interactivity allow your audience to relate to your topics, products or services, giving access to highly qualified business contacts (leads) and getting maximum attention for your messages. In addition to this, Webcasts show professional expertise and a seamlessly integrated content marketing strategy.

This white paper shows you how to use a webcast to generate qualified leads, how to use interactive content to improve customer loyalty and simultaneously build a sustainable brand.

Introduction1

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A webcast is an event transmitted over the Internet. It can be broadcast with varied media such as presentations, video or audio. With a webcast, content can be presented in a professional, cost-effective manner to a broad audience or an exclusive group of participants. Whether its for 10, 100 or 1,000 participants - every participant sees the webcast with the same consistent quality wherever they are in the world.

No other tool offers companies a comparable ability to react to the wishes and needs of customers and prospects, because feedback is immediate and can be included in the presentation immediately. In the annually published "Demand Gen Report Benchmark Study 2015", 73% of surveyed US marketing professionals put webinars and webcasts as their most effective instrument for the generation of qualified leads. It is not surprising that lead generation on the Internet - driven by the growing importance of content marketing – is one of the most important strategies for successful online marketing.

What makes a webcast Up to date technologicalcommunicationSocial media is an integral part of most marketing strategies nowadays. At the same time, it is very difficult in practice to efficiently implement social media for specific marketing or sales targets.

With Webcasts, companies operate on an equal footing with their target audience, allowing integration of social and multimedia content, and are distinguished by their ease of use and lack of technical hurdles. In particular, flexible participation via smartphone or tablet, as well as sharing of content on social media channels, make webcasts a contemporary means of communication which includes a combination of relevant content and a fun user experience – the modern approach to using technology.

Unlike conventional transmissions, webcasts are based on streaming technology. The audio and video files are not transferred as a whole, but in a continuous stream of small data packets. One big advantage of this is that media can start playing immediately - even where bandwidth is limited.

Technical background

Generate Targeted Leads worldwide

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Interactivity leads to more attention and valuablecustomer insightsCompared to integrated videos on a company or video website that can only be played back, webcasts have the advantage of being live: participants in a webcast can enter real-time dialogue with a brand, a company or an expert. With live interaction, the attention and interest of participants goes up in comparison with a one-way broadcast.

This not only gives webcast participants added value, but with polls, surveys, question-and-answer sessions and chats, companies learn more about the participants and their potential customers. Feedback received from company webcasts gives valuable insight to better meet the needs of customers, develops better customer traction, and gives Customer Insights that can be used in product development.

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Marketing webcasts generate qualified leads thanks to extensive reporting toolsCompanies have the ability to cluster participants of a webcast in different groups according to information received during registration, such as company affiliation, department, function or area of interest.

This information can be used to provide targeted information during the webcasts as downloads, and individual subscribers or subscriber groups can be contacted with information via email after the event. Such highly individualized information makes Marketing webcasts a leading source of qualified leads.

Your chosen webcast should have a comprehensive range of reporting features. Statistics for dwell time, voting results and other participant actions are essential for the identification of (potential) customers. The webcast gives concrete leads and information for your sales team to develop.

Lead qualification: customer contact

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Branding your Webcast: Show off your brand!A webcast can show the face of a brand to raise recognition, so pay attention to branding options when choosing your webcast tool: Can you design the webcast in your corporate scheme? Can you integrate your logo? Can you customize the registration and confirmation pages? Without this design capability you only highlight the webcast provider - not your brand.

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Advertising your Webcast

The success of a webcast depends not only on the content, but also on the number of participants reached beforehand, so all avenues should be pursued to publicize your webcast.

Where can you find potential participants for your webcast? Which media is best suited to publicise the webcast for maximum penetration? It is essential that you have adequate resources ready to plan and promote your webcast (in terms of HR and budget).

Use all available channels (website, newsletters/mailings, social media, internet portals, display advertising etc.).

Start your promotional campaign at least 14 days prior to the event.

Integrate social media links on the webcast registration page along with the option to share the event to a wider audience

Emails on the day of live events can generate strong interest from spontaneous participants.

And an important reminder - an e-mail should be sent to all registered participants on the day of the event to confirm awareness of the webcast.

Webcasts should be broadcast between Tuesday and Thursday from 1:00 p.m. to 2:00 pm in order that the largest possible number of participants is reached. Weekends are naturally "No-Gos".

Preparation – the key to webcast marketing success

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A convincing presentation

Engaging speakers are a decisive factor for making a webcast memorable. Using guest speakers from industry not only promotes partnership, but shows your target audience that you are well connected.

A great presentation includes easily understandable content that is visually memorable. Use different media formats in your webcast and try to entertain and inspire your audience, as well as inform them.

Providing additional relevant content for easy download via the console increases the value of a webcast for participants.

Making a success of Webcasts:Implementation

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Hopefully your webcast will reach a wide audience.Now it is important to utilize these leads for customer acquisition.

Working the Leads

After the Webcast, send an email to all participants thanking them for their interest and time.

Share your contact information for any questions, and let them know about the on-demand version of the webcast.

Evaluate your leads and check which ones have sales potential.

Share these leads for your sales team for follow up, and send additional information directly to participants who have expressed an interest.

Write to participants who left before the end of the webcast, sending a link to the on-demand version of the webcast and giving them a chance to contact you.

Complete your e-mail distribution list for forthcoming webcasts.

Making a success of Webcasts:follow-up

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Regardless of all the advantages of a live webcast, every webcast should be recorded and offered as an on-demand version available following the live event.

Benefits to you:

An On-Demand version of the webcast increases viewing rates significantly once the live event is over.

Include links to archived events within emails, as information on your own and partner sites, via SEM (search engine marketing), and highlight them on social media and online forums to promote content and future events.

Group your webcasts on a single site to allow prospects access to more available content.

Increase the power of your Webcasts with an On-Demand Version

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Webcasts are an ideal way for innovative lead generation, developing customer loyalty and building your brand. By using modern presentation methods along with your own branding, high-performance technology and long range, flexible participation options, lead generation, customer loyalty and company knowledge can be increased in an informative and helpful way.

Live audio or video-based webcasts broadcast live on a certain day at a certain time and on-demand webcasts that can be accessed on demand anywhere, anytime, are an ideal marketing tool to meet your customer’s demands today.

Summary11

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meetyoo Marketing Webcasts are innovative, interactive and fully customizable for tailor-made marketing communications. meetyoo Marketing Webcasts allow you to place targeted and innovative advertising messages at the heart of your prospects.

Multiple interactive possibilities result in an intensive dialogue with your target topics, products or services. meetyoo Marketing Webcasts give your company access to highly qualified business contacts and create maximum interest in your messages. In addition to this, each Webcast adds to your professional expertise and integrates seamlessly with your content marketing strategy.

Generate attention:Enter dialogue with your participants. With more than thirty user extensions (widgets) the webcast promises a rich interactive viewing experience.

Brand Building:Support brand communication with a professionally branded webcast interface.

Lead generation tools:Powerful reporting capabilities make it possible to qualify participants and assess the performance of the webcast.

meetyoo Marketing Webcastsmeetyoo conferencing GmbH is based in Berlin and is an international provider for telephone conferences and virtual events. For three or many thousands of participants, for ad hoc or pre-planned events, more than 3,000 customers of all sizes and from all industry sectors use meetyoo for location-independent meeting solutions. meetyoo is the only German conference provider to hold DIN ISO 9001: 2008 and ISO / IEC 27001: 2013 TÜV certification for data security and quality management.

About meet yoo conferencing12 13

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