From social media and Search Engine Optimization (SEO) to email and Google Ads, there are many tools to help you get the word out about your dealership. Whether during the pandemic or now, as we’re coming out of it, one thing is constant: you can always reach prospects via email and phone.
At Evolved Office, we highly recommend email. It is still the preferred method of communication for B2Bs, and it’s less intrusive than a phone call. According to the Direct Marketing Association, email marketing ROI is $44 for every $1 spent. And while that is certainly not to be sniffed at, you can go one better. Email marketing coupled with webinars can give your sales a rocket-sized boost.
Webinars are great tools for B2B companies. Here’s why:
- 73 percent of B2B marketers said webinars are the best way to generate high-quality leads.
- 57 percent of webinar registrations are generated through email.
- The Zoom movement made webinars even more popular.
To give you an idea of the power of combining emails and webinars, here’s a case study from a program we’ve been running for about 10 years with one of our clients, DocuWare.
During the first week of the month, we send a monthly newsletter on behalf of 75 dealers signed up for the program. We then send a webinar invite on their behalf during the third week of the month. Customers attend the DocuWare-hosted webinar, and we collect the qualified leads and distribute them to the dealers. It’s a win-win situation for everyone.
In 2019, these DocuWare dealers generated sales of $1,065,500. In 2020, the total sales figure was $870,043. It was a little lower than the previous year, but that was due to COVID turning the world upside down.
So, how can you put on successful webinars and get people to attend? What is the recipe for success? Here are some helpful webinar tips:
- Don’t give a pitch
- Make it fun
- Keep it short and sweet–30 minutes or less
- Provide value
- Be engaging
- Leverage your content
- Run each webinar a few times
Tools for Putting on A Webinar
The good news is you don’t need a lot to put on a webinar, just an email marketing platform and a webinar hosting platform. We’ve been using GoToWebinars for ten years and pay $99 per month and have our own marketing platform to send out invites.
To create your webinar, you need to:
- Choose a topic–something you want to present/upsell
- Pick an engaging presenter that knows the product well.
- Leverage your vendors to do the webinar.
- Market the webinar
- Present the webinar
For more information on how to market and present your webinar, watch our short 12-minute recording here. To learn more about our email marketing platform for dealers, contact us today.
This blog originally appeared on the Evolved Office website. Click here to read more articles of interest to the industry.
