A successful marketing Webinar series can educate your prospects on your company’s uniqueness, create a competitive advantage, dramatically increase lead flow, and drive sales. Sadly, most Webinar producers who try to create a series for the first time make common mistakes, and the series fails to reach its objectives. Their company misses an opportunity for advantage in the marketplace, and the Webinar producers look bad in front of their peers and managers.

Whether you want to produce a marketing or training Webinar series, there are certain strategies and tactics that work time and again, regardless of your target audience or size of your organization and budget.

This series, Create and Run a Winning Webinar Series, will help you get things right virtually every time and make sure your Webinar series is a continued success.

Key questions answered include:

• What are best practices for creating and maintaining a successful series of Webinars, and what are the common mistakes to avoid?
• How can you get more interest and increase attendance to your Webinar events by using social media marketing?
• How can you tap into the strategic power of a series to accomplish more?
• What is the easiest way to build better, more engaging content so attendees come back again and again?
• What’s working for leading organizations that are doing Webinar series? (Learn from specific examples, tactics, and strategies.)

A note to the reader before we get started: we focus primarily on live Webinars, one-to-many seminars delivered online for marketing and sales purposes.

We recommend recording those Webinars and promoting the on-demand version as well. Recordings can boost the total number of Webinar viewers by 40% or more.

PART 1: Stepping Up Your Game with a Winning Webinar Series

“If you have an important point to make, don’t try to be subtle or clever. Use a pile-driver. Hit the point once. Then come back and hit it again. Then hit it a third time.”
– Sir Winston Churchill

There has been a marketing revolution over the past 1 0 to 15 years. In our world of 24/7 media and Web 2.0, the old marketing strategies don’t work, and those that are early adopters or fast-followers of a strategy like a Webinar series will gain more sales leads, clients, and, potentially, even a competitive advantage.

Consider these recent successes with a variety of Webinar series.

A Technology Products Firm Becomes the Leader in Its Niche and Grows
Sales 70% per Year over Consecutive Years

A small products company wanted to cost-effectively position itself in a defined marketplace and generate new contacts in its marketing database with opt-in email addresses. So it collaborated with complementary vendors and media firms and created a monthly Webinar series.

The company was able to achieve its objectives with its series, including creating a list of 40,000 email names and also followed up with more product-focused Webinars, which fueled the compound growth of the company for years.

A Small Services Firm Becomes the Market Leader with Quarterly Thought-
Leadership Webinars

A small services firm desired to get beyond its lead service and demonstrate its expertise by featuring its full range of services in the marketplace. It created a quarterly Webinar series targeting decision makers with content on diverse topics that matched its new areas of competence.

The result: it added new clients for all its services. It also broadened the positioning of the company to diversify its portfolio of offerings in the market.

A Mid-Size Global Products and Services Company Repositions Its Firm from a stagnant Market to a Growth Sector with the Help of a Multi-Faceted Webinar Series

A geographically dispersed communications management firm with clients in Europe and North America had gone to market with the same message for 10 years. Additionally, its core target market stopped growing and even started to shrink, so the company knew it needed to reach new markets.

It decided to reposition the company around a rising global trend in communications and developed a benchmarking study of market use, issues, and management. To relaunch its products and drive thought-leadership around this new position, the company launched an aggressive Webinars series with as many as three Webinars a day. Fueled in part by the series, the company now has new momentum and-greater sales – in short, a whole new life. As these three success stories suggest, a Webinar series, if done well, can literally be a game-changing strategy for your organization.

Consider that others have used Webinar series to:

• Launch a product, service, or company,
• Move a product, service, or company into a new market,
• Reposition a company in the marketplace,
• Generate more sales leads, sales opportunities, and sales,
• Transform the way a company communicates with its clients,
• Turn training into a profit center or company asset,
And many more.

While a single Webinar can offer significant benefits to your company, creating and managing a Webinar series can help you gain significant advantage in the marketplace and boost your company’s profits.

© 2010 Quantum Leap Marketing, Inc