Webinars are a proven tool for many professionals and professional service firms. I have checked out the ROI worksheet and found it pretty useful. It's a decent way to think about and attempt to measure ROI. You can click here to get the worksheet along with two whitepapers if you want them: "7 Keys to Running a Glitch-Free Webinar," and "Expand Reach, Grow Revenue: The Business Case for Lead Generation Webinars."
For professional services firms, content is an important marketing
tool. Articles, white papers, e-books, powerpoint decks, podcasts,
etc. can convey expertise. At Mercer Capital, my firm, we have four e-mail newsletters that contain very useful content for their target markets. They are free, or complimentary,
as we say. Two of those newsletters have fewer subscribers than we
would like. Add to that the marketing engine which is our website -
one of the most visited, if not the most visited, sites in our
profession. The question was and is how to use our website to convert
visitors into newsletter subscribers? While we have "subscribe to our
newsletters" on every page of the site, that isn't getting the job
We are experimenting with a pop-up. The pop-up asks the
visiter if they have subscribed to our newsletters. To keep the pop-up
from being absolutely annoying, it does not pop on the home page (only
on the interior pages) and only appears once as you navigate throughout
the site. While nirvana would be different pop-ups for different
sections of the website (a BankWatch newsletter pop-up that appears
when visiting our financial services valuation section, a Financial
Reporting Valuation Flash newsletter pop-up when visiting our financial
reporting valuation section, etc.), that isn't feasible for our site
and our budget. Therefore, the pop-up is general in nature and takes
the visitor to a landing page which lists all our newsletters.
I am happy to report that during the first 30 days of the newsletter pop-up, we had 55 new subscribers as compared to the prior 30 day period without the pop-up in which we had 11 new subscribers. It appears to be working! In addition, we haven't gotten any complaints that the pop up is intrusive.
The next piece of the puzzle is analyzing who is signing up for which newsletter, as well as tracking retention rates. I'll keep you posted.