How To Use Teleseminars To Build Your Business
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Holding educational workshops has always been a very good way to build
business. The problem with this strategy though is that it has become
increasingly difficult to get prospects to come to workshop type events. In
addition, the cost of holding a physical event involving a room, refreshments
and audio visual equipment makes this type of event a sometimes risky venture.
Recently, businesses of all shapes and sizes are turning to seminars
conducted by phone or teleseminars to easily present information to groups of
The teleseminar format, in which attendees simply dial in to a conference
line to listen to a presentation, has much to offer the small business presenter
and the attendee.
The cost to put on such an event can be fairly small and, for the attendee,
the ability to dial in from anywhere, without the need to travel, can be very
appealing. Many organizations find these benefits so appealing that they have
come up with many uses for the teleseminar that reach beyond traditional sales
For example, use teleseminars to: Present an ongoing series of topics
Demonstrate how to use a product Conduct a training program Hold group coaching
sessions Offer service tips to get more from a product Conduct focus groups and
research Answer questions Recruit employees
Have a plan
Like all marketing tactics the best way to employ a teleseminar component is
to approach it systematically. The first step is to determine how you plan to
use teleseminars in your business. It is best to take a bit of a long term
approach as this tactic may take some time to build the momentum you need. If
you want to use teleseminars as a way to promote your business and enhance your
reputation as an expert, plan to stick with it for a period of at least six
months, holding a new teleseminar each month.
Decide what technology platform you plan to use. You can find free and very
low cost conference lines but I would suggest that you look at one of the
following options. If your teleseminar is an extension of your business then you
need reliable, service oriented conferencing with features like automatic
recording. You can conduct phone only conferences or phone and web
demonstrations. Web demonstrations from services such as WebEx can add some very
powerful presenting capabilities but do present some potential technology
roadblocks for your users. The costs of these types of services vary depending
upon your number of attendees.
Telephone only Conference Calls Unlimited – http://www.conferencecallsunlimited.com/chaz
Great Teleseminars - http://www.greatteleseminars.com/
Web based GoToMeeting - https://www.gotomeeting.com/
WebEx - http://meetmenow.webex.com
So, where do you go to get attendees? If you have your own mailing or email
lists then start with this group. They know you and will be a good source to tap
as you are getting your feet wet.
Without such a list you may need to look to industry lists, chamber lists or
other purchased type list to run a direct mail campaign. Remember that the low
cost feature of a teleseminar means you don’t really need many attendees to make
Strategic partners can also be a great place to go to acquire attendees. An
accountant might go to a law firm, or several law firms, and offer to conduct a
free teleseminar for their clients. A construction attorney could go to a
construction related trade group and offer to conduct a free teleseminar for
When you promote your teleseminar it’s best to require your attendees to
sign-up. This way you have the data for future sessions and you can contact the
attendee with reminders and follow-ups.
As you begin to promote your teleseminar make it easy for prospects to tell
others about your session. Add a script to you web sign-up page and automate
Make sure that you use an autoresponder like AWeber to automatically send a
sign-up confirmation and “day of event” reminder with the conference call-in
information and access codes.
One tactic that works very well and will help you when it comes time to
create the content for your teleseminar is to encourage your attendees to ask a
question about the topic prior to the event. You can do this in your
When you present a teleseminar you must present good content. If you simply
treat it as a sales pitch your attendees will be turned off. Even free sessions
must be valuable if you expect people to take the time to listen.
Have an offer
Even though you shouldn’t sell throughout your presentation, you should have
an offer at the end. This can take the form of some other, more advanced, free
information or evaluation or simply a special deal to act today. Don’t just hang
up without a call to action.
One tactic that you may also wish to add is a call for testimonials. This can
be very important as you start your teleseminar series and help build credible
proof for future events. One thing you might do is offer a written transcript of
the call to anyone who sends in their (glowing) feedback.
Archive the content
One of the biggest benefits of holding teleseminars is that they present a
great platform for creating permanent content. You should record each session
and create a method to archive and promote this content on an ongoing basis. You
might want to consider turning the content into a podcast (See: http://www.ducttapemarketing.com/newsletters/podcasting.htm
) or create an entire CD collection. Transcribing your audio sessions through a
service such as Cyberdictate - http://www.cyberdictate.com/ is another way to
extend the content.
About the Author
John Jantsch is a veteran marketing coach, award winning blogger and author
of Duct Tape Marketing: The World's Most Practical Small Business Marketing
Guide published by Thomas Nelson. He is the creator of the Duct Tape Marketing
small business marketing system. You can find more information by visiting
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Article Published/Sorted/Amended on Scopulus 2007-04-18 08:03:38 in Marketing Articles