In recent years, marketing webinars have become not only popular, but also an effective tool for attracting new customers, increasing sales, strengthening the brand and relationships with old customers. Nowadays, when business competition has become particularly fierce, webinar marketing strategy has become a necessary tool for most companies.
Webinars allow you to interact with your audience online and provide an opportunity to answer questions and clarify details in real time. This allows you to increase customer trust in your company and helps generate more interest in your products or services.
In this article, we’ll look at the key aspects of a marketing strategy webinar, from setting a goal to choosing the best format and topic, and learn how to create webinars that will be interesting and useful to your target audience. We’ll also look at the most popular tools, like https://getprospect.com/blog/snov-alternatives and technologies that will help you organize a successful webinar and ensure its effective marketing.
What is webinar marketing
Webinar marketing is the use of online seminars to connect with a wider audience and promote your business. The term “webinar” is short for “webinar.
Most webinars for marketing are lead generation tools, providing free and valuable information to make participants aware of the need to switch to paid products or services offered by a particular company.
Webinars are a type of lead magnet with even more value than e-books.
Webinars marketing usually consist of a presentation followed by a question-and-answer session. Because they are a visual means of providing information, online seminars allow for quick connection with participants. Most people will also absorb information faster than they would if they consumed text content.
Using webinars for marketing can be crucial to:
- Demonstrating their products and services.
- Providing an extended version of content published on the blog.
- Demonstrating their expertise.
Webinars can help get participants interested in buying products and services. But if you plan to use webinars for lead generation, there is one point that should be emphasized: an online seminar is not a commercial offer. It is a means of providing valuable information to participants.
However, that value of webinars is also why webinars for marketing provide a great opportunity to drive sales.
Why webinars are so effective in lead generation
There are many factors that make webinars particularly effective in attracting new customers. Take the following examples:
Attracting the right (target) audience
The final result of a successful online seminar is an impressive list of business contacts of the participants who have expressed genuine interest in the event, and you this interest will be easier to convert into sales. Position them, earn their trust, and then the webinar participants and your subscribers will look forward to your emails.
Access from anywhere in the world
People from all over the world will be able to register for an online webinar. And you, in turn, will always be able to tailor content to specific market segments without worrying about geographic boundaries. In addition, competently promoting webinar, you will enter new markets and open new opportunities for business development without significant and high-risk investments in advertising, without participation in exhibitions and other events.
Web conferences are free
Let’s be honest, we all love free stuff - “if it’s free, it’s cool,” as my colleagues say. Make your successful webinars interesting and informative and they will become powerful magnets for potential clients.
You’ll need a landing page and a corresponding series of emails
How do you organize and successfully run an online seminar and get the most bang for your buck? You’ll need to incorporate at least two other tools into your practice:
- Email newsletter
Email newsletters and webinars are just made for each other. People sign up for webinars using their Email address (or you can receive it through e-mail finder, which represents an invaluable asset for you to use to both increase sales and increase your customer loyalty.
On average, the conversion rate of registrations to attend an online seminar reaches 42%. But such a remarkable result cannot be achieved without creating and running a series of emails inviting you to the webinar, combined with promoting the webinar on social media. If you’re not sure how to properly promote webinars, read this article.
Persuasive landing pages are a basic tool for promoting a webinar and converting visitors to register to attend. Usually landing pages and are created just to achieve this goal. Therefore, it is best to use a simple and user-friendly site without unnecessary brakes and complicated navigation, and with a clear call to action.
How to use webinars for marketing
Step #1: Choose a webinar topic and identify your target audience
A key factor in marketing any event is determining the target audience based on the webinar topic. Start your planning by clearly defining the topic. Be specific and develop appropriate content as you go.
For example, if you work in real estate, you might host a virtual open house. If you think it might be of interest to others, you could create an educational webinar to share best practices for open houses and how to maximize the sales potential of a virtual open house.
Then, using your target location and subject matter, determine your audience. If you’re based in Canada, they may include regional real estate agents and other realtors. You can then tailor the ads by location as well as subject matter and interests.
Step #2: Set specific and achievable goals
Setting goals will allow you to focus your webinar planning efforts on achieving them. This will make your webinar cohesive and focused on offering listeners a tight and practical event filled with practical advice.
Establish a way for you to measure success. For example, the increase in conversions after the webinar over a certain period of time.
Step #3: Choose a webinar format and structure the flow of the program
People attend webinars to learn, so focus on creating a webinar structure that presents all relevant information in a clear, easily digestible format. When choosing a structure, consider who your audience is and what they want to get out of your event.
Once you’ve done that, determine the order of events. If you have multiple speakers, make sure they know what and when they will speak. Be sure to promote all confirmed speakers to attract both their audience and yours.
For example, if you’re hosting a virtual live sales kickoff event, you need a webinar that allows for interaction and teamwork .
Webinar marketing tips
Webinars and business are great company. To make sure everything works the way it should, make sure you:
- Have chosen a reliable webinar site;
- Have prepared useful information that is of interest to your target audience;
- learned how to use interactive webinar room tools;
- removed unnecessary water from the presentation and tell everything in +/- 40 minutes;
- write a rough script, a few jokes, and rehearse everything;
- Promote the webinar through the proper channels.
Now, webinars are the tool that delivers the highest conversion rates. And although in business, webinars have been used relatively recently, recent months have shown that it is an effective, and sometimes the only way to communicate with old customers and to collect new ones. Proper planning and promotion and webinars can help you stay several steps ahead of the competition.
Webinars are an excellent opportunity even before the advertising campaign to test its effect on your target segment (offers, appeals, headlines, inducements), i.e. they act as a means of continuous improvement of marketing practices for marketing directors.
The practice of webinar promotion uses direct and indirect methods. The most common methods of direct webinar promotion is registration for it through the official website of the company and its blogs in the social networks of the Internet, through authorized personal invitations sent by e-mail or telemarketing with the use of an existing customer base. In the indirect method, potentially interested in your webinar could be those who have registered on the official site of the company or in social networks of the Internet in order to gain access to your training materials, newsletters or a free session.
Webinars are many, some of them are successful, some leave much to be desired. There are many details to sort out, such as the need to know:
- The distinguishing features of online conferences, webinars and webcasts.
- The components of a marketing campaign for a webinar.
- technical features of webinars.
- The order of distribution of work in preparation for the webinar.
- Features of working with the audience after the webinar.
- How to increase the quality of the database of potential customers with webinars.
- How to generate only the target segment.
- How do webinars help to promote the branding policy of the firm / company.
- Comparative characteristics of webinar providers.