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Defense Contractors: How to Market Your Webinar

If properly marketed, webinars can help defense contractors cost-effectively raise their profile and generate leads.

market webinar.jpg

Webinars, or web-based seminars are presentations transmitted over the Web, and include interaction of various types between the audience and the presenter.

Because of their emphasis on educating rather than hard-selling, webinars have become a popular and effective means of marketing, particularly in the business-to-business arena, including defense contractors.

As with many new marketing tactics however, there are some common webinar pitfalls.

In a whitepaper by Quantum Leap Marketing, sponsored by webinar service GoToMeeting, 3 of these pitfalls are outlined.

  1. Trying to do too much with one event.  Webinars are a classic "narrowcasting" tactic.  However, some marketers try to offer something for everyone in webinars, thus decreasing the relevancy and usefulness.
  2. Failing to use content as the primary draw.  Content is the #1 reason participants choose to engage in a webinar. Unfortunately, some webinar planners gloss over serious consideration for what their target really wants to know.
  3. Failure to have a marketing plan for the webinar.  Many assume that attendance will take care of itself if they have good content and a free webinar.

To develop a webinar marketing plan, the authors list 9 strategies to boost attendance:

  1. Define your specific audience and objectives for the webinar. As counter intuitive as it may seem, the narrower the webinar objective, the more likely it is to succeed.
  2. Create a topic that will serve as a draw to your target market. Remember that everyone in your target listens to the same radio station, WIFM ("what's in it for me").
  3. Create a compelling invitation. Try to create this before developing the content to ensure the content delivers on the invitation's promise.
  4. Develop a wide media plan. Casting a wide net (beyond your in-house list) for prospective attendees will help boost your chances for success.
  5. Enlarge your email list and marketing reach by inviting a bigger popluation. Rent a list or use the list of a sponsor if you have one.
  6. Reach your core, target audience multiple times. It's a numbers game - multiple messages increase attendance.
  7. Sharpen your webinar marketing to be more benefits oriented. Try to eliminate all features of the webinar, replacing them with the benefits of attending.
  8. Send them right to a simple registration form. Don't send them to your home page.
  9. Remind registrants the morning of the event. You can use email reminders and even phone reminders.

Click here to download a copy of "The Definitive Webinar Marketing eGuide," or view the SlideShare presentation below.

The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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