Kwela Leadership and Talent Management is a Vancouver-based consulting company that specializes in leadership development, team building, organizational development and training for businesses of all sizes.
Who is the target audience for your marketing webinars?
Both current clients and new client prospects.
What goals were are you looking to accomplish with your webinars?
The primary objective of these informational webinars is to deepen Kwela’s relationship with its current clients, in what is a strongly relationship-driven business. A secondary objective is to engage with new prospect by providing information relevant to the services Kwela provides, without a hard sell.
How do you attract people to your webinars?
Kwela encourages its staff to reach out personally to each of its clients when inviting them to these information sessions. It also promotes them via its website to attract new client prospects.
What content are you typically presenting in your marketing webinars?
Informational webinars on topics important to its clients and prospects, without any hard selling. Past sessions include:
– Performance management best practices
– How to build a high performing team
– Selecting and hiring great talent
The sessions are generally about one hour or less with Q&A breaks at key points throughout the presentations.
What are your personal tips for conducting effective marketing webinars?
* “There is no substitute for preparation.” Kwela distributes a “webinar best practices” guide to each of its presenters and encourages practicing in advance with presenters and an acting attendee.
* Avoid hard selling. Kwela focuses on providing value to the audience to help build relationships and trust.
* Keep the content simple, without too much content on each slide.
* Don’t leave audience engagement and Q&A to the end of the presentation. Take moments out within the presentation to solicit and address questions from the audience.
* Understand that your audience can get distracted, so lead with what’s in it for them, as well as with assurances that the presentation will be brief, rich, and sensitive to their time.
What has been the biggest surprise or learning you’d like to share with others?
The biggest surprise has been how challenging it can be to engage with audiences remotely versus in person. It requires practice to overcome the limits of online versus in-person presentations.
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