MARKETING-WEBCASTS · A webcast is an event transmitted via the Internet, during which different media such as presentation, video or audio can be flexibly transmitted. With a webcast,

MARKETING-WEBCASTSINNOVATIVE LEAD GENERATION,CUSTOMER LOYALTY AND BRAND BUILDING

Marketing in the age of digital transformation is exposed to fundamental changes. Old methods, such as the traditional print ad, have pretty much had their day as marketing instruments. These days, people who want to stay ahead need innovative concepts and channels in order to get potential customers’ attention.

What are your options for captivating prospective clients with your topics, getting your brand talked about and – and this is the ultimate goal in marketing – generating valuable leads for your company?

With the focus on information and solutions, a webcast specifically positions your advertising message on the market. Countless live interaction possibilities allow your target group to intensively engage with your topics, products or services, thereby opening up access to highly qualified business contacts (leads) and maximum attention for your messages. Moreover, even after it is done, every implemented webcast is a lasting testimony to your expertise and, as such, can be seamlessly incorporated into your content marketing strategy.

This white paper shows you how to use a webcast in order to generate qualified leads, how to deploy interactive content to foster customer loyalty, and how you can build up sustainable branding at the same time.

Introduction1

1 meetyoo | White Paper: Marketing Webcast on Lead Generation

A webcast is an event transmitted via the Internet, during which different media such as presentation, video or audio can be flexibly transmitted. With a webcast, content can be presented to a broad public or a small exclusive circle of participants in a professional and yet cost-effective way. No matter whether you have 10, 100 or 1,000 participants – due to the technology used, every single one of them receives the webcast in consistent quality, around the world.

No other tool offers companies comparable opportunities for meeting the desires and needs of customers and prospects, because feedback is performed immediately and can be instantly recorded and incorporated directly into the presentation if the occasion arises. In the annually published “Demand Gen Report Benchmark Study”, 73% of the surveyed US marketing professionals described webinars and webcasts as their most effective instrument for generating qualified leads. This trend comes as no surprise, as the acquisition of the leads on the Internet – driven by the growing significance of content marketing – is an important strategy for successful online marketing.

The power of a webcast Technologically andcommunicatively right up to dateToday, social media is a firm component of most marketing stra-tegies. At the same time, in practice it is very difficult to use social media efficiently for specific marketing or sales objectives.

With webcasts, companies act with their target group at eye level, since they allow the integration of social media and multimedia content and are characterised by simple use with no technological barriers. In particular, flexible participation via smartphone or tablet, combined with the sharing of content via social media channels, make webcasts a contemporary means of communication that, due to its combination of relevant content and fun in handling, embo-dies the spirit of the times when it comes to current technology use.

Unlike conventional methods, webcasts are based on the so-called streaming method. The audio and video files are not transmitted as a whole, but in a continuous stream of small data packages. One big advantage: The playback of temporary me-dia on participants’ pages can be launched instantly, even when bandwidth is limited.

Technical Background

Generate targeted leads worldwide

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Interactivity leads to moreattention and valuable customer insightsIn comparison to videos, which are incorporated into a company’s website or a video platform and can only be played back, webcasts bring along the crucial benefit of the live situation: Webcast viewers are able to enter into a real-time dialogue with a brand, company or expert. Moreover, as a result of the live interaction, participants’ attention and interest are increased in comparison to a situation where users are only at the receiving end of one-way information.

This delivers added value not only to webcast participants: With voting, surveys, question-and-answer rounds and chats, companies also learn more about the participants or respectively their potential customers. The feedback that companies obtain through webcasts delivers valuable insights that flow directly back into the value-ad-ded chain: As a result, companies are better able to meet custo-mers’ needs, develop improved customer loyalty measures and use the knowledge generated through customer insights specifically for product development.

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Marketing webcasts generatequalified leads – thanks also to comprehensive reporting toolsCompanies have the option to cluster webcast participants into vari-ous lead groups by querying the relevant information during registra-tion for a webcast: for example, company membership, department, role or focal interests.

By means of this additional information, targeted supplementary info can be offered during the webcast in downloadable form, or alterna-tively e-mailed to individual participants or participant groups after the event, offering further opportunities for interaction. Through highly customised forms of address like these, marketing webcasts aid the generation of qualified leads.

Make sure that your selected webcast tool comprises comprehen-sive reporting. Statistics, for example about duration of stay, voting outcomes or other activities by your participants, are essential for identifying (potential) customers and getting them on board. You the-reby have specific points of approach which you can use for your marketing after the webcast.

Lead qualification: from contact to customer

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Brand your Webcast:Present your brand!A marketing webcast offers companies a tool which they can use to proactively work on their external image and present themselves as a brand.

Therefore, when choosing a suitable tool, pay attention to the branding potential: Can you create the webcast user interface in your corporate design? Can you integrate your own logo? Can you adapt the registration and confirmation pages? Without this design flexibility, you will only enhance the webcast provider’s notoriety as you communicate – and not your own.

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Adapt your webcast to the design of your company


Advertising for your webcast

The success of a webcast depends not only on the actual content, but also on the activation and number of participants reached in advance. Therefore, you should make use of all opportunities to make your webcast known about.

What environment do the potential participants in your webcast move in? What media can you utilise for announcing the webcast, in order to achieve maximum coverage? Make sufficient resources available for planning and promoting your webcast (staff resources and budget).

Make use of all the communication paths at your company’s disposal (website, newsletter/mailings, social media channels, expert portals, display advertising, etc.).

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

Integrate social media links on the webcast registration page with the option of sharing the event.

E-mails on the day of the live event spark lively interest among spontaneous participants.

In addition, on the day of the event you should send a reminder e-mail to all participants who have already registered.

As far as possible, a webcast should be held between Tuesday and Thursday at around 1 p.m. to 2 p.m. That way, you will reach a maximally large number of participants. It goes without saying that weekends are no-gos.

How to make a success of a marke-ting webcast: Preparation

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A convincing presentation

Rousing speakers are a crucial factor for a webcast that you want to be remembered positively. Perhaps you can invite guest spea-kers from the sector. This not only promotes partnership, but also shows your target audience that you are well networked.

A convincing presentation shows the content in an easily under-standable and graphically memorable way. Make use of different media formats in your webcast and try not only to inform your au-dience, but also entertain and enthuse them too.

If you additionally make relevant bonus content available for easy download on the console, this will be a pleasant surprise. It will raise a webcast’s value in participants’ eyes.

How to make a success of a marke-ting webcast: Realisation

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Hopefully, you have reached a big audience with your webcast. Now the task its to utilise the gathered leads for your customer acquisition.

Following up on leads

After the webcast, e-mail the participants with your thanks for their interest and time.

Highlight the contact options for potential questions and also refer to the on-demand version of your webcast.

Analyse your leads and check which contacts have sales potential.

Pass on the leads for follow-up to the relevant marketing colleagues, who will then be able to send further materials or address the prospects directly, for example.

Also write to the registered participants who were not at the live webcast in the end. Send these prospects a link to the on-demand version of your webcast and offer further contact options here as well.

Add to your e-mail distribution list for future webcasts.

How to make a success of a marketing webcast: Follow-up

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Regardless of all the advantages of a live webcast, it is indispensable to make sure that you keep getting noticed: Therefore, every webcast should be recorded and be made retrievable as an on-demand version after the live event.

Your benefits:

An on-demand version of a webcast considerably enhances viewer numbers once again, as soon as the live event is over.

By generating awareness of the archived events by means of e-mails, information on your own and partner websites, SEM (search-engine marketing), in social media and online forums, you will give a further boost to content and other events.

Bundle your webcasts on a shared site, in order to draw the attention of prospects from an individual webcast onto the other available content too.

Expanding the coverageof a webcast using an on-demand vers

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Webcasts are an ideal opportunity for innovative lead generation, customer loyalty and brand building with

modern presentation methods in your own branding,

high-performance technology and wide coverage,

flexible participation options and easy access via a click of the mouse,

lead generation and customer loyalty tools, and

integrated recommendation tools.

Live webcasts in the form of audio or video-based events, which can be broadcast live on a certain day at a certain time, or on-demand webcasts, which can be retrieved on request any place, any time, are an ideal marketing tool that lives up to the customer standards of today.

Summary11


MarketingWebcasts from meetyoo are innovative, interactive and fully customisable for tailored marketing communication. The meetyoo MarketingWebcast enables you to position your advertising message specifically and innovatively with your target group.

Countless opportunities for live interaction lead to an intensive dialogue covering the topics, products or services that are relevant to your target group. The meetyoo MarketingWebcast thereby opens up access for your company to highly qualified business contacts (leads) and generates maximum attention for your messages. Moreover, even after it is done, every implemented webcast is a lasting testimony to your expertise and, as such, can be seamlessly incorporated into your content marketing strategy.

Generate attention:Enter into a direct dialogue with your participants: Tools such as voting, surveys and live questions make the webcast an interactive experience.

Brand building:Support your brand communication with a professionally branded webcast user interface.

Tools for lead generation:Powerful reporting functions make it possible to qualify participants and find out how the webcast is performing.

The MarketingWebcast from meetyoo Based in Berlin, meetyoo conferencing GmbH is an international

provider of teleconferences and virtual events. Whether for three or three thousand participants, and whether needed at short notice or following months of intensive planning, our services have been used by over 3,000 clients of all sizes and from all sectors. These clients rely on us to ensure seamless, multi-site communication among all their stakeholders. Additionally, the company has been TÜV-certified for 10 consecutive years – the ISO/IEC 27001:2013 certification has been awarded to meetyoo due to its outstanding data security standards.

About meetyoo conferencing

+49 30 868 710 - 465

meet yoo conferencing GmbHFriedrichstraße 20010117 Berlin / Germany

info @meet yoo.comw w w.meet yoo.com

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Documents

MARKETING-WEBCASTS · A webcast is an event transmitted via the Internet, during which different media such as presentation, video or audio can be flexibly transmitted. With a webcast,