At least 73% of B2B marketers use webinars as a marketing tool to generate high-quality leads(1). This means that webinars are one of the commonly used marketing strategies to engage users and drive lead generation. Not only is this a modern way of communicating and presenting, but conducting webinars also leave permanent effects when it comes to creating content.
Let’s get on with our guide to effective Webinar Marketing.
What is Webinar Marketing?
Webinar marketing is an online version of a seminar that takes place in order to connect to a vast audience as well as promote your business. Isn’t it neat? Now don’t go away just yet, we’re just getting started.
Webinar Marketing Strategy
Before we dive into the advantages that webinar marketing has to offer, take the time to consider the following:
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Choose the right topic, title, and format
Finding the right things to say typically starts with a topic, formatting, and of course, a title. This the first step to start with when conducting your webinar. Come up with an interesting concept that you think your audience would be interested in. After all, it’s about keeping them engaged, right?
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Choose the presenters & team
Coming up with a team of people to host your webinar or any other presenter, there needs to be the main person that has to be the face of the webinar. Think about the branding of your company, and who should be the right person or people that should stand as an influential figure. This will provide a sense of familiarity as well as drive more audience engagement.
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Plan out the content
It’s always good to stay organized and be on track. Think about what you’re going to cover throughout your webinar. Cover essential parts that your brand wants to expand on.
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Prep the tech & environment
Checking out your environment goes hand in hand with who your target audience is. Together with deciding what kind of medium you want to present your webinar should be considered since no one wants to use the wrong form of technology when conducting your webinar.
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Attend other webinars beforehand
It takes one to one. The idea of attending other webinars prior to creating one yourself is to see how other people host webinars and how it functions overall. It’s okay to get ideas and learn from one another in order to succeed.
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Schedule your webinar
Timing is key, especially when you’re trying to find a slot for your webinar. Find a good time when to start your webinar and consider what’s going on throughout your environment. No one wants to start an event at an inappropriate time.
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Promote your webinar
Promote, promote, promote! As a business, it’s crucial and cannot be emphasized enough that marketing a product will get your brand out there. As for your webinar, the same process should apply.
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Send reminders
Just like any other event, sending out reminders before your webinar will be helpful to your attendees. Send out reminders weeks before or even days and hours prior to the event!
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Run the webinar
Every captain has to know how to run a ship. In this case, you need to know the ins and outs of what you need to do for your webinar, and how it should go. Make a setlist of how you want the webinar to pan out, and go over it as many times as you can before you nail it. Tell speakers beforehand how you plan to conceptualize your topic throughout your webinar and make sure you have the green light with other teams that are in charge of coordinating the event.
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Follow up!
Once the webinar ends, the best way to seek consideration and satisfaction is to follow up with your attendees. Send out emails or surveys for feedback so you can see what they liked, disliked, and what is there to improve the next time around.
For more tips on how to boost up your video marketing skills, check out our article that covers tips and insight to making successful video marketing strategies.
(Also Read: 8 Simple Ways to Improve The Webinar Attendance Rate )
The Advantages of Webinar Marketing for Your Business
Now that we’ve gone over strategies for conducting webinars, it’s time to look at the advantages that webinars can benefit from for your business.
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Reach new prospects
One of the main reasons that webinars were created was because of the expansion of modern technology and how we can effectively communicate to others that we yearn attraction towards our businesses. Remember that this marketing tactic will benefit you in the long run because webinars are here to stay for good.
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Build brand credibility
Aside from forming new prospects, building immense credibility for your brand through webinars will give your business a chance, and allow consumers to trust you.
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Communicate with your target audience
Think of this as the equivalent to experiential retail. You want to get personal with your customers, but in a digital way. Engaging with your target audience allows room for expanding brand awareness for your business.
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Move your visitors and lead down the sales funnel
As mentioned before, webinars drive sales leads, so taking this benefit at its advantage will assist you with generating leads. It can be a tedious process to convert your visitors, but it never hurts to budge and take the initiative.
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Increase the expertise of customers already using your product
Webinar marketing can also lead to customer reviews as well as more knowledge and insight about your product. Having these two forms of promotion come together can build a stronger foundation for your marketing strategy as a whole.
Post Webinar Activities
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Upload slides
It’s important that people who were not able to attend can have a chance to look back on your webinar slides. Just like any other lecture from a university course, it’s courteous to upload your slides so that you can drive more interest in your users and potential customers who will watch your webinar.
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Update website announcements, registration pages, etc.
To avoid confusion on your social media platforms and business site, make sure to update announcements, registration pages, and newsletters so that you can stay up to date so that other users and customers can understand and be updated with information as well.
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Replying back to any questions that have been asked or during the webinar
This is a good customer service tactic. As mentioned before, following up with users or attendees to see if they have any questions that they were not able to ask before will allow both of you to get the answers that were needed. I say both because this will not only benefit your audience but also help your business along the way as it grows exponentially through webinars.
How to measure the success of your webinar marketing
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Lead Generation
Two words: Lead generation. Although this seems like the simplest way to measure webinar success, lead generation can be an effective tool metric-wise.
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Feedback
Another way that you can measure success with your webinars is feedback from users. Opinions are crucial to improving and strengthening your marketing tactics, so why not start there? Looking into attendee feedback on social media will assist your business in the metric process and make it worthwhile.
Final Thoughts
It’s proven that webinars are educating. Yet, things to consider before organizing a webinar for your business would entail finding a topic you want your business to cover. Another important strategy is to keep promoting your upcoming webinar, and then following up with your viewers after the event. It’s essential to put your brand out there as much as you can! As mentioned previously, webinars benefit businesses because of how much it can drive leads and keep audiences engaged and influenced.