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Top Tips to Monetize Your Association’s Webinars

Posted By Administration, Thursday, May 17, 2018
Top Tips to Monetize Your Association’s Webinars
By Jodi L. Ray, Channel Manager, Blue Sky eLearn 

With so many choices to deliver education, events and information online like self-paced courses and live streams, webinars continually rise to the top as the most popular and widely used technology tool. And with the right web event technology and strategy, associations are able to reach more people more immediately and more frequently than traditional place-based meetings while saving the association and their audience time and money.

Ultimately, if the virtual events are engaging and professional with content that is relevant to the audience, associations can bring value to their members and attract new ones.

BONUS: Those who do it right, are also reaping the rewards of creating new and significant revenue streams. 

Check out these tips to maximize opportunities for additional revenue: 

1) Find sponsors.
In return for sponsor support, offer creative ideas to give your sponsors value. Some ideas to consider:
Acknowledge your sponsors during the webinar or let them provide a quick company overview at the start or at the end of the webinar.
Offer branding opportunities (e.g. logos, video) on marketing promotions prior to the webinar, at registration, during the event (e.g. banners, links or downloads to resources) and in the on demand recording.
Create a series of webinars on a trending topic that one sponsor can participate in exclusively, perhaps giving them an opportunity to present or choose a presenter.

2) Leverage your in-person meetings. 
Make webinars a pre-requisite by inviting attendees to participate and potentially purchase related webinars to your meeting sessions before the actual face-to-face meeting. This allows you to “flip” the experience either way by offering more lecture style content in the webinar and more interactive and hands-on learning at the onsite event. Or offer some engagement in the webinar to crowdsource questions and stir up interest and excitement to be used for the in-person event. 
Repurpose your live meeting content by taking a popular session and using a recording from the live event (or re-record with your Subject Matter Expert) and replay it during a live webinar with an opportunity for breakouts or a Q&A session.

3) Market to both non-members and members.

Non-members: you can charge more for webinars when marketing to non-members, which will then bring in higher returns. Webinars also are a great way to market the benefits of association membership, build recognition within the industry, and also recruit new members.
Members: you can offer webinars at a reduced cost or offer them as an incentive and value-add of membership.

4) Repackage your webinars.
Offer packages for purchase at a special price. Examples include:
Bundle multiple webinars in a “Best of…” or Ultimate Guide for….” or simply bundling together multiple webinars or presentations in the same topic area. 
Bundle one or multiple webinars or on-demand presentations with additional resources like a template, toolkit or reference guide, all available digitally for streamlined delivery.

5) Offer on-demand viewing.
After a live webinar or conference, make your recordings available on-demand as quickly as possible. Some important tips to keep in mind:
Be sure your audience has an optimal mobile viewing experience. 
Use a platform where you can track activity so you can gauge the success of the presentation and plan accordingly in the future.  
To ensure your audience is aware of these on-demand offerings, start marketing before the content is even available, and continue to ramp up the promotion of the content once it has officially gone live.

6) Enhance with additional eLearning opportunities.
You can add additional value and relevance with the following tools:
Wrap engaging tests, surveys, commenting or additional resources around the recordings for an opportunity to earn CAE credits and certificates.  
Offer a certificate of completion. Even if you are not offering continuing education credits, a certificate offers incentive and a sense of accomplishment that can be tracked and reported.

Many associations who are maximizing revenue potential utilize managed services so the association team can focus on finding the right SME and marketing efforts, as well as ensuring the event is engaging and pulled off flawlessly. They understand it’s essential to have staff, presenters and attendees have a great experience! 

Check out these infographic resources:  Keys to Webinar Engagement or Managed Webinars VS DIY

Or contact me and I’ll be happy to help!
Jodi L. Ray
Channel Manager, Blue Sky eLearn 

Direct: 858.900.2258 | Cell: 608.669.0786| toll free: 877.925.8375 ext 2258 
jray@blueskyeLEARN.com www.blueskyeLEARN.com https://www.linkedin.com/in/jodiray/

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