Where do webinars fit in a successful Go To Market Strategy?

Your new product or service is ready to be launched and you’re keen to introduce it to your audience. You have defined your Total Addressable Market and Ideal Customer Profile, created your proposition and fine-tuned your GTM.

How can you effectively launch your product, create brand awareness and generate leads at the same time??

With the right digital events strategy, webinars could be the answer.

The Key Questions to Answer For A Successful GTM

Product-Market Fit: What problems in the marketplace does your product or service solve?

Ideal Customer Profile: Who will benefit from your product/ service and the problem it solves? How much budget responsibility do they have and what goals do they need to achieve?

Demand and Competitors: How saturated is the market, how established are your competitors and how high is the demand for your product or service?

Distribution: What channels will you use to sell your product/ service? Ecommerce based, retail, an app or distributor?

Use Webinars to Attract, Engage, Delight

Otherwise known as the ‘Flywheel Method’, prospective customers go through three stages, attract, engage and delight.?

The attract phase grabs a prospect's attention and entices them to read or watch your content and engage with your brand. Following on from attract is engage, this stage is predominately where webinars fit into the Fly Wheel Model, although they are now often used earlier on in the attract phase. The final part of the Fly Wheel model is delight, typically a prospect has converted into a customer by this stage and are delighted by your seamless onboarding process, where digital events can play a key part in the retention strategy.

Build Relationships With Webinars

Webinars enable brands to offer their ICP immediate value, making them a key part of a GTM. With digital events brands can introduce their product, the outcomes it helps clients achieve, and attract, engage and delight their audience.

Webinars enable brands to relationship build and drive engagement with their ICP, by giving value to an audience before asking for anything back, creating an engaged community likely to convert to sales.

Webinars reach a wide audience and convert into content that is easy to repurpose. You can edit a webinar into shorter videos, blogs, infographics, ebook topics, or adverts.?

There are a multitude of formats your webinars can take as part of your Go To Market strategy:

• Educational webinars: educate potential customers on how your new product can resolve their challenges and help them hit their goals, or educate them on industry trends
• Product webinars: showcase your new product or service, detail the benefits and the outcomes it provides and demo how to use your product
• Panel webinars. During a panel webinar, your C-Suite, influencers and industry experts discuss industry trends with a live audience asking questions and a moderator hosting the event
• FAQ’s webinars. When promoting the event encourage people to submit questions in advance and join the webinar to hear their questions answered
• Networking webinars. This webinar format is used to build and maintain relationships with customers and prospects.?
• An interview. Someone prominent in your business interviewing a guest speaker can generate a lot of reach and engagement if you choose the right speaker. This style of webinar can feel more intimate than a panel interview and makes the viewers feel like they have learned some really valuable information.

Are you ready to implement webinars into your Go To Market strategy? You can reach digital events specialist Thomas Dean on [email protected] for free expert webinar advice.?