Many small businesses are now focusing on search engine optimization and social media marketing, and rightly so. Search engine marketing and social media marketing are very important aspects of small business marketing plans, and will continue to be important for many years to come. However, acceptance and adoption of these new web marketing initiatives should not come at the expense of a strong outbound lead generation program, of which, eMarketing and educational business webinars remain a superior choice for many small businesses, technology businesses and services businesses, particularly B2B focused businesses.
Some small businesses have seen an increase in inbound leads over the past few years, coming to fruition from initiatives related to blogging, ePublishing, SEO and social media marketing (LinkedIn, Facebook, Twitter, etc.). That said, eMarketing and web seminar programs, if approached professionally and efficiently can generate a significant number of leads, and should continue to be an important web marketing component for almost any small business marketing plan. If a business creates an opt in list of say 5,000 targeted contacts, they should be able to achieve consistent webinar registration of at least 50 prospects per webinar. Depending on the speaker, topic and subject matter relevancy, registration can exceed 5% or more of the total, delivered, targeted prospect email list. These business subject, educationally oriented webinars offer an opportunity for businesses to demonstrate knowledge and understanding of their respective target markets, extending brand and marketing reach. If a business owner does not have an opt in email marketing list or doesn't know how to create one, this function can be outsourced to a reputable marketing agency. Be cautious and circumspect when creating an eMarketing list, and make sure your small business closely adheres to the CAN-SPAM Act.
Small businesses which have incorporated an eMarketing and webinar program into th! eir mark eting plan will reap long term lead generation benefits. This statement is worthy of clarification in saying those businesses which can exercise patience in building an eMarketing and Webinar program will see positive results. It takes time to build an effective webinar series, but it is worth the wait. Webinar marketing can be effective for essentially any business, but most effective when targeting a vertical market where the business can demonstrate expertise and find knowledgeable speakers to showcase for the webinar series. B2B Businesses should remember that webinar marketing isn't about selling a specific product or service, it's about building credibility and brand name recognition with prospective clients. Once a small business is a known quantity, it's much easier to approach prospects with their respective product, service or solution.
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