Automatic Merchandiser serves the business management, marketing, technology and product information needs of its readers including vending operators, coffee service operators, product brokers, and product and equipment distributors in print.
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he idea of creating and conduct- ing a webinar can be a somewhat intimidating proposition. (In fact, I'm about to launch a series of digital and social media market- ing webinars in conjunction with NAMA, and the thought of doing them makes me perspire a little…but only just a little, because I know for a fact that they provide value.) As an online marketing oppor- tunity, the benefts of webinars are signifcant. They can allow you to reach dozens of prospects at one time — not one at a time — and they can reinforce your authority leadership position in vending, OCS and/or micro markets among your existing customers and pros- pects. (Probably best to pick one of the three areas and not try to tackle too much in one webinar.) A good webinar enables you to promote your products and services while you are educating its attendees, and you can make an offer at the end that ensures those who attend end up in your sales lead genera- tion funnel. If you think webinars could be a great online marketing tool for your business, begin by asking yourself the following questions: • What is my "big idea" or a topic about which I am an expert? • Why should attendees care about my webinar? • What is the "secret sauce" that inspires my customers to take action? • What are some secondary moti- vators for them? • What will I teach through my content? • What will my ultimate call-to- action be? There are essentially fve steps to creating and conducting an effective marketing or sales webinar. They are: • Initial Attraction • Indoctrination • Execution & Content (both edu- cational and promotional!) • "The Offer" • Follow Up Before we jump into the steps, it's important to stress that a webinar does NOT require its host to be "on camera." Many, many successful T Webinars Can Generate Leads, Appointments & Sales! John Healy is CEO of Healy Consulting & Communications Inc., a traditional, digital and social media marketing frm that strives to ensure its clients' relevance while fueling their growth and success. He can be reached at jhealy@healyco.com. By John Healy, Contributing Editor How to add successful webinars to your online marketing toolbox. This screen grab of the Citrix GoToWebinar tool shows how your slides can impart useful information and be self-promotional (the host's URL appears in the left hand corner on every slide). The chat box that appears in the upper right hand corner allows both the host and the moderator to screen questions and comments. And note how the host teased the "bonus content" as a way to keep attendees engaged until the end when the bonuses were revealed. O N L I N E O P P O R T U N I T I E S