|How to Leverage Your Webinars
- 1/22/2013 -
Hereís how to turn your
associationís webinars into articles or even a book.
By Alex Goldfayn
Leverage has been coming up a whole
lot with associations recently. Iím finding that many organizations arenít
leveraging their successes.
How can you leverage a significant
turnout for your associationís next webinar? Here are some approaches:
- Tell members and those on your
marketing list about the high participation.
- Tell the pressó"More than 300
professionals to attend (your associationís) webinar.Ē After the webinar, alert
the press to its success and provide the three top points.
- Record it. Share it with everyone
who signed up.
- Sell it on your website. It doesnít
matter if nobody buysóthis is your wildly successful webinar. Give it away to members
throughout the year as a credibility tool.
- Clip 90-second pieces, by topic, and
post them on your organizationís blog. Stretch them out over time. Promote them
in your newsletter.
- Leverage the recording and clips for
growing your association. Share them with potential members and sponsors.
- Can you create a monthly webinar
based on the topics? Can you break out each major topic, add depth, and create
monthly sessions? If so, you now have a high-value, monthly content vehicle to
offer to all those in attendance and your entire marketing list.
- If you can create a webinar series,
you can create an article on each of the topics, too. Articles can go in your
associationís magazine, e-newsletter, blog, and websiteóor pitch them to
editors at B2B and other professional publications or websites that are read by
your members or potential members.
- And if you can do all of that, you
can write a book with those topics.
So there you go, one successful
webinar turned into countless marketing pieces, an item to sell, a tool for attracting
members, a monthly webinar series, ten or more articles for your current
membersóand, yes, even a book.
Leverage. Every success by your associationís publishing team can
be leveraged in this way now that you know how.
Alex Goldfayn is CEO of Evangelist Marketing Institute and a former syndicated Chicago