Yesterday we held our first seminar here at Mojo HQ in Irving, Texas. The topic—which you’ve probably seen plastered about the site, if you’ve been here in the past—was “10 Things CEOs MUST Know About Their Website,” an overview of inbound marketing (the type Mojo does.) It was billed as Websites and Waffles, and we made waffles for all attendees. We recorded the seminar and have it available as a webinar you can watch here. I’d say the event went pretty well. We raffled off $100 in AdWords and some free social media design (courtesy of yours truly), and everybody left happy. We did this for a reason, though—and generating immediate leads for our business was only a small part of it. Webinars can have huge benefits in marketing and SEO to give you a jump-start in traffic and lead conversion.
Let’s discuss the marketing side of things first. If you remember us talking about the basics of inbound marketing, you’ll know that roughly 75% of visitors to your site are in research mode and there to be educated. We call this Top of Funnel, and purely educational offers are an important part of attracting people to your site and keeping them coming back. Seminars and webinars are the most engaging top of funnel offer you can create. They’re easy to digest and they provide unparalleled ability for visitors to get to know the personality of your company. If people in a webinar sound like they’re having a good time, chances are viewers will want to be a part of that. It’s all about likeability.
I’m going to come out and say YouTube is still the most underutilized social media network for marketing. We’re as guilty as anyone else—for now. A lot of it is getting over the initial hurdle of making your first webinar. It seems like a challenge until you do it, and then you realize how easy it is. Now I’m thinking about making webinars available every week in the future. Are you experiencing similar performance anxiety? Trust me, it’s easy—just make a powerpoint deck and talk about it in an engaging way. A rich YouTube channel is proven to attract followers to your website, particularly because not everybody wants to sit and read an eBook. (Speaking of–audio eBooks? Maybe for “The Essential Guide to Online Marketing?” Anyone interested?)
It’s true. Visual and audio content (like podcasts, videos, and infographics) get much higher backlink rates than blog posts or eBooks. The content is just more fun, and the more backlinks you have, the more authoritative your site is. Feed your webranking.
Ideally from an inbound perspective, you should be producing a lot of content, no matter what it is. The best content goes behind registration forms. Giving up your name and email address is a small price to pay for extremely useful educational material—visitors know this, so take advantage of it. If you don’t, you’ll be driving traffic with that content but not capturing leads. Put your best content behind landing pages. It’s not popular, but it’s effective. At some point it needs to come back to business.
Get every bit of marketing juice you can from a seminar or webinar. If it’s a seminar, pass out forms to your audience that asks for testimonials. If you’re holding a webinar, send a form to attendees asking them to review the webinar. You won’t just be getting useful feedback that will help you refine your content in the future, you’ll be getting reviews that can act as fantastic middle of funnel offers that will establish you as a creditable authority. Word of mouth and testimonials operate the same way. Prospects want confirmation that you know what you’re talking about.
Speaking of feedback—what kind of content would you like to see from Mojo in the future? Monthly webinars? Weekly webinars? Podcasts? We love talking about this stuff, and if there’s an interest, we’ll do it. Leave a comment below with your thoughts about today’s post, or suggestions for stuff you’d like to see from us in the future.