12 Top Co-Branded Webinar Task List Must-Haves That Build Credibility, Trust, and Qualified Leads from Your Live or On-demand Events
How Can Co-Branded Webinar Strategies Build Credibility, Trust, and Qualified Leads?
I’ve always found that the saying of “birds of a feather flock together” to be very true for business. Throughout my 20 plus marketing and demand generation career, I’ve found that most if not all industries have overlapping audiences with non-competitive organizations. So for example, if you are in the education software business your target buyers are universities CTO’s, campus presidents, academic deans, division heads of procurement offices, and other decision-makers. You already know your sales cycle is long, and that every deal is won through a decision by a committee.
Why not leverage another company that has already gone through the process with the university you are trying to earn business? Below are five proven steps that I’ve personally used and find to be successful in creating powerful co-branded webinars that will help you build credibility, trust, and qualified leads in any industry.
12 Quick Steps To Create A Co-Branded Webinar to Build Credibility Fast, Increase Customers Trust and Develop Long-term Qualified Leads.
- Put together a spreadsheet list of potential non-competitive organizations that are providing a service or product to your target audience. Let’s say you chose ACME online book company, they have been doing business with your target university for 15 years.
- Now that you have chosen an organization with a similar buyer but not a direct competitor, in the case of our example, I chose an online book store vendor. They are not selling similar software or services to the university but they had to go through the same sales process and already have established relationships.
- Reach out to the organization and source someone that you feel would provide some valuable knowledge to your shared target audience. To keep the process moving, set up an initial 45-minute call to discuss the webinar topic, date and time, and the communication plan and next steps. As the saying goes, fail to plan, plan to fail.
- Now that you both have agreed on a topic, date, and time, which for webinars I would choose either a Tuesday, Wednesday, or Thursday mid-morning to early afternoon, keep in mind the time zones. Research from WebEx, SproutSocial, and LinkedIn studies suggests that 11 AM, 1 PM or 2 PM are the best times to host a webinar to get the best attendance results.
- The next step is to create your communication plan to drive interest and attendee registrations. You should create a communications calendar with at least four to five weeks of lead time to promote your free educational and thought leadership webinar event. As part of your communication plan, you will need to create at least four communication emails, several social media teasers, and invitations to register posts and mention your upcoming webinar on your website.
- Make sure that your CRM’s email automation in HubSpot, ActiveCampaign, PipeDrive, Salesforce Pardot or email service platform, MailChimp, Constant Contact, Marketo, whichever your organization uses has your database segments or lists clean and ready for the webinar email blasts.
- If budgets permit, plan on some paid ads on LinkedIn, Facebook, or other industry-specific websites, Slack group, private online communities such as Patreon, Mighty Networks, Clubhouse, or Podcast shows as communication channels to drive the awareness of your webinar or live-streamed event. Of course, also leverage your website and your co-presenters’ websites to drive organic registrations from their online visitors.
- Create an outline of your PowerPoint, Prezi, Visme, or if you plan a Live Stream topic discussion, story-board your presenter bios, and introductions, the key learning takeaways should be the first thing to think about when developing your PPT content. Ask yourself simple questions to make sure your message and content will resonate with attendees. Why will my attendees want to sign up for a 45 minute to an hour-long panel discussion webinar? How does our topic help the folks who I plan to invite? What type of visuals or videos would get my topic message to resonate and entertain my attendees? These are all common questions, but important ones to answer as you build out your presentation content.
- While your emails are being sent off to your databases, you should be wrapping up your webinar presentation and make sure that it is engaging, add videos and info-graphics, plan to use mid-webinar polls or fun question/answer contests to keep engagement levels up, and do try to the keep slides to concise messaging.
- Set up at least a week before your webinar date a dry-run with your presenters/moderator. Make sure that the speakers, host, and moderator are all very familiar with the webinar, live streaming, or video conferencing platform. There are many to choose from, such as Zoom, GoToWebinar by Citrix, Webjam, JoinMe, GoogleHangOuts, Hopin (recently acquired StreamYard), ActOn, and many others.
- Check out the features, the number of maximum allowed attendees, the audio/video streaming capabilities, chat, recording settings to record your webinar, and then send it post-event as an on-demand replay to all attendees, with share buttons to get it out to your attendees’ networks as well.
- Lastly, make it enjoyable for your guest presenter, your customers, your co-branded organization’s customers and make the Q&A portion of your webinar at least 20 minutes, their questions, and peer to peer audience feedback is the most important part of your webinar presentation.
I hope that these 12 quick tips will help make your next co-branded webinar a success and feel free to leave any comments or reach out to us at firstname.lastname@example.org if you need any help with setting up your demand generation strategy tied to thought leadership content.