With the current COVID-19 crisis that we’re all facing, and the remote working that we’re all having to adjust to, now may be the perfect time for you to expand and build upon your marketing knowledge. 

That’s where our favourite webinars come in… Webinars are such a useful tool at our disposal these days and there’s so many out there, it’s hard to know which to watch first. 

But this time round we’ve done the hard work for you. We asked Team Ambleglow to go away and find a webinar that really resonated with them. And just to make things easier for you, they’ve all written a small summary so you know which ones will be right for you.

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The Power of Influencer Marketing for the Education Market

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Mo’s Summary

The webinar was about ‘influencer marketing’, looking at how education-focused social media influencers – from classroom teachers, education enthusiasts to former educators-turned-professional content creators – can be a powerful force when looking to connect with schools. It also covered general engagement of the education audience – from working out which platforms and ‘mediums’ of content are best to build strategy – to “joining the fray” by actively following and interacting in different online arenas to build a rapport and trust.

Why did you choose this webinar?

I chose this webinar as I was looking to see if there were any alternative methods of connecting with the education audience, beyond directly contacting schools. As well as what strategies may help Ambleglow in being better informed about what schools may need and benefit from in our online content and presence.

Your main takeaway from the webinar?

My main takeaways from the webinar were that to build a relationship you have to look at the Education audience as a community, and to act and engage in order to gain trust by learning about your audience and what they need from you. 

Knowing the needs of your audience will then allow you to ‘know your niche’ and what you can bring to the conversation, so you become more than just a ‘press release’ channel and remain informative and relevant.

Writing Email Copy that Sells

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Michelle’s Summary

The webinar I chose was focusing on how marketers can increase their return on investment through email copy. As many marketers often forget about email copy and become more focused on things such as social media and SEO to drive sales, they outlined two different types of selling, Dominant and Powerless.

Dominant selling is the type of selling that comes off as pushy or sleazy, with the main aim being goal orientated. This type of selling uses powerful communication to claim as much value to their customers as possible, showing off their superiority as they do so. Demonstrating a level of certainty when trying to fix a client’s problem instead of trying to show people how they can help means that trying to win a customer over is extremely difficult.

Powerless selling is all about relinquishing a fraction of your control, creating a relationship, a dialogue, a collaborative approach to helping your customer. This approach is about relating to your customers problems, showing that you’re trying to help figure out a solution to a problem you’ve identified with together instead of forcing a solution onto them as per the dominant selling. This is a prime way of getting around the usual built-in defence mechanisms that customers have, by being friendly and approachable.

Your main takeaway from the webinar? 

The main thing that I took from this webinar is how to approach clients with an open and helping attitude to a problem. Although, identifying what else I can do to help them is the first thing, it can be difficult to break down their wall to accept that help. This powerless selling advice is going to have a great lasting impression, which will lead me to be confident pitching things to clients when needed. 

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Friendtorship & Driving Employee Engagement

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Patrick’s Summary 

Employee engagement is effectively where productivity and employee retention meet. In Driving Employee Engagement by Daniel Pink, he explains that 50 years of social science has shown engagement through rewards only work for short-term simple tasks, for work that is now of the past. That in our modern workplace with complicated and conceptual tasks it now requires different motivators – ‘Autonomy, Mastery and Purpose’ people given more sovereignty, self-direction and accountability, are much more engaged and productive.

Claudia Williams in Frientorship: The Solution To The Employee Engagement Problem suggests that colleague based friendship, mentorship and leadership is key to engaged employees. That everyone needs a posse that has their back, both socially and professionally – to be interested in your life, to help fill in the gaps in your experience and also to be honest with how you work. Again, she highlighted the importance of accountability but also self-awareness and communication in leadership.

Why did you choose this webinar?

As an avid consumer of streaming content from podcasts to vlogs, this was an interesting opportunity to learn from the thought-leaders in our field. I actually watched various webinars and webcasts, employee engagement came up and given the growing crisis with teaching staff and the constraints of the education budget, this seemed like a great topic to share. 

Your main takeaway from the webinar?

These are very top-down concepts but everyone in the workplace has their part to play, there are great inspiring examples of workplaces empowering staff to have greater self-direction, work on projects of their choosing or just take time to work on themselves (much like watching work-relevant webinars). When Daniel Pink asks, ‘describe the best boss you ever had’ rarely was it a manager that was pathologically controlling, the answer was usually ‘high standards’ and ‘high autonomy’, and that is certainly true of mine.

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Top Demand Generation Trends to Unleash Your Marketing in 2019

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Bex’s Summary

I came across this webinar after finding an article which talked about the results of a survey carried out by The Economist. The audience were asked “What are the top three channels through which you expect your customers to experience your organisation’s marketing efforts in 2020?. Social media was the top scoring channel, followed by web and mobile apps. This led me to researching which social media channel is the most popular, and I found that Instagram has 400 million daily active users and a far higher engagement rate than Facebook and Twitter. 

The webinar I watched demonstrated numerous ways to create and upload Stories to Instagram and talked about the benefits of this type of social media:

  •   Maximum attention – stories take up your entire screen which captures the audience’s attention more than if it were trying to compete with other imagery and text.
  •   Built for engagement – you can easily communicate with your audience through the use of polls, stickers and sliding bars which helps to gauge audience appreciation and opinions.
  •   Storytelling – stories are chronological and in-the-moment. This creates a “vicarious experience” for the audience where they can become invested on an emotional level and allows them an insight into whatever you are showing in a way that appears less glossy and more authentic.

The webinar also talked about HeyOrca – a social media calendar for digital marketing agencies. HeyOrca allows you to assign each client their own content calendar and dedicated asset library and allows you to publish content directly to social media networks. It also has a client-side interface which lets your clients easily view and approve content. Its integrated performance analytics helps you to visualise how well your campaigns are performing online.

Why did you choose this webinar?

I chose this webinar because I think social media can be a powerful tool in marketing and advertising. It is easy to use and accessible (most people will have a social media account of some sort, but not many will buy the local newspaper, in comparison). When used in the right way, you can really build up your company’s brand through social media and get engagement which will in turn help your business. I think it would be a useful tool for some schools and may be something that we can help them with.

Your main takeaway from the webinar?

Stories are not just for the average person using Instagram for leisure. It can be a very powerful tool for businesses in marketing and advertising themselves and there is a lot more you can do with it in terms of creativity than is first apparent.

9 Steps to Marketing your School

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Kelly’s Summary

This webinar is, very simply, a manual on how to market your school by utilising the parents, children, staff and social media. The 9 easy to follow steps should be ‘must have’ for all conscientious school marketers who want to make a name for their school as well as ensuring an outstanding workplace for all employees.

Why did you choose this webinar?

I chose this webinar so I could increase my strategic knowledge as well as getting a broader understanding of the needs and wants of prospective parents and candidates alike. 

I am a firm believer in an eyes wide-open approach and the steps provided have been highly informative and succinctly explained.

Your main takeaway from the webinar? 

My top takeaway from this webinar would be to use your biggest advocates to your advantage; a lot can be said about word of mouth marketing. It should be at all times our biggest ally.

Don’t forget to check out our Video Marketing webinar with Simon Jones, from Bonjour School Photography, too.

What are your favourite webinars? We’d love to know, so leave a comment below.

Kelly – blog

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