What about The Olds?

During my recent uGurus presentation on lead generation, I got an interesting question:

Webinars seem great in terms of Trust Velocity, but will they work for members of the Baby Boomer generation?

BTW, Baby Boomers are between 52 and 70 years old.

TL;DR: yes, they will if you don’t put too many obstacles in the way and your content has value for them.

But you know what? That’s true of any method you use to demonstrate your expertise and build trust with prospects!

With webinars, there are three potential obstacles to participation.

1) Opt-in/registration

What’s your opt-in or registration process like for your webinars? If it’s more than a single step, why? Does that additional step or two add any value to your webinar participants, or is it there for your convenience?

Remove every single form of friction from your opt-in process. If your webinar platform makes this impossible, find a different platform. There are approximately three million of them to choose between. 😉

2) Technology

Is your webinar platform easy to use for you and especially for your audience? Does it encourage audience participation in the form of questions?

I’m seeing a lot of activity in the webinar tech space. I suspect that’s because it’s a sort of “blue ocean” space with lots of opportunity for differentiation from the (sleeping) giant incumbents and there’s no real commodity downward pricing pressure (yet), which is a nice opportunity for building a SaaS.

Crowdcast ticks a lot of the right boxes for me in terms of easy usage and good design for engagement. While it’s not perfect, they’re iterating rapidly and working to address their platform’s shortcomings.

I’ve also heard more good than bad about Zoom, particularly when it comes to high quality video across diverse bandwidth situations, and my own usage of their meetings product bears this out. I’m actively investigating Zoom for online executive briefings where a more peer-to-peer interaction model is needed (vs. the one to many model that webinars tend to follow).

3) Gross pitching

How good are you at smoothly transitioning from an educational presentation to a pitch for a paid product or service? Be honest…

Probably not very good.

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So don’t ruin a webinar by moving from strength (your expertise) to your weakness by adding an awkward pitch at the end.

Do any selling via followup emails sent to webinar registrants or attendees.

Webinars are one very good lead generation technique.

But there are others too: http://trustvelocity.com

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