Providing potential customers with valuable content through webinars is becoming an increasingly popular tactic for marketers who want to establish their brands as thought leaders, but doing it the right way isn’t always easy. Mark Bornstein, director, content marketing with webinar specialists ON24 will be presenting a free webinar called “10 Common Webinar Mistakes…and How to Avoid Them” on Wednesday, March 4 at 1:00 p.m. EST, examining the common mistakes marketers make when leveraging webinars. Here are a few topics that will be covered during the upcoming webinar
Webinars are playing a larger role in marketers’ plans in 2015, with teams using them to drive brand awareness, for 
lead generation and lead nurturing and for up-selling and cross-selling purposes. But there are some problems marketers face when trying to get potential customers to sign up for webinars.
ON24 suggests promoting webinar registrations from different angles and over time. By mixing HTML and plain text email promotions over the course of 12 days before a webinar, potential attendees will receive a variety of messages reminding them about the webinar and won’t be seeing the same email promotion over and over. Similarly, ON24 suggests mixing up promotional messages for webinars on social media outlets, so the posts don’t get stale and followers will be less likely to ignore them.
Another potential misstep when producing webinars is leaving the audience out of the conversation. Making sure the audience is engaged with the webinar content and has the opportunity to interact is key. Providing the audience with this kind of interactivity via webinars is important because it increases content viewing time, increases attention level, increases content retention and ultimately leads to more actionable data for lead scoring and follow-up.
Integrating calls to action within webinar experiences can also be a big help in engaging customers. Providing attendees with ways to dig deeper into your brand is important. Giving attendees ways to easily set appointments, access free product trials and demos, view forums and blogs, access websites and landing pages and virtual environments is a sure way to keep them engaged beyond the content in the webinar.
CLICK HERE to register for ON24’s FREE webinar on “10 Common Webinar Mistakes…and How to Avoid Them.”
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