This is the second installment in the series How to Run a Webinar.
You’ve determined that you are definitely ready to run a webinar. The next step is to get your data ready. Albeit tedious, this is an important step to keeping things running smoothly.
Make sure you have a good database to start
It’s important to know the topic of your webinar and who it relates to. Don’t invite people to a webinar when you know the topic would not be of interest to them. To maximize registrations, use your existing database of contacts with a focus on opt-in contacts. This could be customers, partners, or leads you’ve had any type of engagement with over the past year.
Determine criteria for who you’ll invite
Once you’ve got your database ready, gather criteria for who you’ll invite. If you’re sending out invitations to thousands of people you’ll want a good marketing automation or email marketing solution to help you. Marketing automation platforms will help you easily segment out people using lists, demographics, behaviors, and other types of criteria. These systems also support dynamic segmentation. Dynamic segmentation helps you create rules for your lists that never have to be updated again. The same audience will be ready for you to send invites to for future webinars.
We suggest staying away from purchased lists if you’re using a marketing automation or email marketing system. Most email service providers do not allow purchased lists as part of their email sending policy. There are services available to help you target certain industries and send out communication. Outsourced lists and invites should not be your core invite strategy, but could be used to complement your invite process.
Your data is ready. The next step is subscribing to a webinar service. Check back next week for the next installment of the series How to Run a Webinar: Subscribe to a Webinar Service!
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