In the early 2000s, not many small-to-medium businesses (SMBs) leveraged multimedia collateral like Webcasts or Webinars on their company website. And when we refer to multimedia, we’re also talking about Podcasts, Online Product Demonstrations and of course, Videos. Looking ahead, online multimedia is a definite must-have feature in 2010.
In the recent blog post “Video = Fastest Growing Website Feature for Small Businesses”, ReelSEO highlighted “video capability” as the single fastest growing feature over the last year that small businesses have added to their website. In Q4 of 2008 only 5% of small business websites had video. In Q4 of 2009, that number has climbed to 19% – four times as many!
There are many reasons people are willing to embrace video and/or multimedia collateral like Webcasts and Webinars. One impressive fact in the article is the 111% increase in Web search advertising in Q4 09 over Q4 in 2008.
Kristin Managers, the CEO of WebVisible, sums this up very nicely by stating, “These numbers show increased confidence by small businesses in using search to gain leads – and increased ability to turn those leads into sales.”
Utilize Webcasts and Webinars Videos for Lead Generation Activities
Two cost effective multimedia options for lead generation are to organize, deliver and post a Webcast (live or on demand – no audience participation) or interactive Webinar (live and collaborative, including polling and questions and answers) on your website. Popular Web conferencing tools to help you deliver a professional Webcast or Webinar are:
- Cisco WebEx
- Citrix GoToWebinar
- Netviewer Meet
- Microsoft Office Live Meeting
- Technilink DigitalMeeting
Diamond Strategies LLC recommends WebEx and Office Live Meeting for presentation slide-only Webcasts and Webinars. On the other hand, if the product or service that you are demonstrating requires dynamic animations such as 3D rotations, embedded videos, user interactions, etc., using GoToWebinar is a better alternative.
Four Concepts to Better Webcasts and Webinars
- To capture leads, all the tools listed above help with managing and tracking the registration process. Prior to the event, you can capture how effective your Web/email campaign was at enticing potential customers to sign up for the event.
- On the day of your event, a general rule of thumb is that about 50% of your registered participants will show up for your live Webcast or Webinar. Therefore, 50% is your benchmark. Anything below that percentage means that your subject matter or Web/email campaign did not connect with your desired audience.
- During the event, an effective way to engage your audience and deliver a more intriguing Webcast or Webinar is to have two people speaking – a main presenter for the subject matter and a sidekick for added color and variable voice inflections. To see this in action, turn on your morning TV or radio station to experience great examples of presenter/sidekick interactions.
- Once you have a recorded version of your event and you have posted it on your website, continue your lead generation efforts by analyzing your customer demographics and creating a sales follow-up process and or nurturing campaign.
We hope these insights and recommendations help you understand the value in promoting videos and Webinars on your website.
Did we missed anything? Let us know by leaving a reply.