Archive for August 2010
Are you being spammed each day to watch the next best webinar presentation?
I’ve signed up time and time again to watch some of these presentations to later realize it’s the same information repurposed or repackaged by another company. Or, it doesn’t truly engage my interests at the right time.
I’m not so sure anymore that this generates quality leads as it was once considered a good tactic to cut costs and do business with others.
Initially, I found this new format attractive to sharing best practices, new learning’s from others that one may never have the opportunity to come into contact professionally. Could the novelty of this new technology be wearing off as more and more companies adopt this technology in hopes to generate new business?
Do busy professionals really have the time to watch them? Perhaps a better format could be in the works. We may engage audiences further if we can make each educational experience more personal. It’s a shame there are numerous webinar formats that do a poor job to make it hard for others to stand out on.
It’s ironic that it took me a long time to influence others in the professional community to start creating webinars to reach customers. Today, people tend to hit delete in their email inbox with announcements without reading the content, forget to attend a webinar, or do not have the time to watch it at the scheduled time.
Webinars are becoming saturated as more and more markers use it as a tactic to attract leads for future sales pursuits. Numerous marketing executives can attest to generating many new leads for providing educational resources to their audiences. However, it’s becoming the web’s version of the infomerical. As with any technology that has a sales spin, it may create a backlash from audiences that seek to spend their valuable time elsewhere.
Audiences are more savvy with the web and recognize their personal information is being used for future business prospects. In retrospect, a good marketer should use data provided by the audience to influence how products are being developed, pitched, or conduct better research. It’s important to listen to what is being said by your customers through social mediums to identify new market opportunities.
As Ken Molay explains in his blog WebinarWire, “….those of you using webinars as a marketing and lead generation tool, think carefully about what you are promising in your invitation and what expectations you are building. Collecting names on registration forms doesn’t do you much good in building lead lists if the names represent a group of people who mistrust and loathe your company!”