You need to find ways to increase your marketing return on investment (ROI), improve conversion rates, and interact with the people who are showing an interest in your brand using the channels that make the most sense to today’s consumers.
This is where webinar marketing comes into play.
Webinars are a great way to do that – they allow you to capture leads, promote products and services, and engage with your audience.
Ready to explore webinar marketing a little more so you can truly understand the benefits of this channel and the rewards that come along? Let’s get started!
What is Webinar Marketing?
Webinar marketing is an affordable way to tell your audience who you are and what you do in real-time. This can be done by using company representatives to promote your brand and present your organization as an authority in your industry. Plus, it gives you content you can later post to your website or share on social media after the initial online session. As people engage with the landing page you created as part of your webinar promotion, they’ll become part of your marketing automation and customer relationship management (CRM) data. Once you have their contact information, you can facilitate further conversations with your brand and help guide them down the sales funnel.
Webinars enable companies to generate leads from a single activity. During these interactive online sessions, customers can ask questions, just like they can during demos or training, but more people get to benefit from the answers. This gives your representatives the perfect platform to showcase FAQs, product features, and ways your company can positively impact the people watching.
How Do You Use Webinar Marketing to Your Advantage?
If you’re looking to generate leads, build thought leadership, and influence people, webinars are the way to go! Here’s a look at how you can use webinar marketing to your advantage:
1. Do Your Research
When it comes to marketing, research is everything. If you’re considering doing a webinar or two, take a moment to check out how other companies are putting their webinars together. Even if you think you’ve got it in the bag, we bet you can still learn some tips and tricks by watching others.
2. Hone Your Focus
You don’t want your webinar event to be about your top 10 favorite things; it needs to focus on a topic your audience can benefit from. The better the topic, the more people will tune in.
Remember, people want to hear about how your company can solve problems they face on a regular basis. So, for example, during your research phase, you should focus on including keywords in your titles so you can garner the most attention when you hit the magic “go” button. When you hone your focus and use keywords correctly, you’ll attract the right people. These are potential customers or clients who probably aren’t on your subscriber lists, but will likely join afterward if your webinar checks the rest of the boxes.
3. Choose Your Host Carefully
Webinars can’t host themselves; you need an engaging, excited host or hostess to really get things going. Look for someone who’s excited about your company but doesn’t speak too quickly or technically. It’s important to relate to people who may not understand everything your internal experts do about your product or service.
4. Pick the Right Time
Timing is everything. For example, 11 a.m. is a great time to hold a webinar because it’s before lunch but after the morning catch-up sessions of the day. However, if you’re trying to reach a national market, be sure to consider different time zones.
5. Choose a Style
There are four main styles of webinars:
- Interviews. This is where you bring industry-specific experts to share their knowledge in an interview setup. Be sure to send your questions to them in advance so they have time to prepare.
- Q&As. These allow your attendees to engage in the conversation. Ask for people to send their questions in advance; this helps you not only vet the inquiries but also delivers a bit of mystery and suspense as people wait for their questions to be asked.
- Presentations. Couple an enthusiastic presenter with a well-designed slide deck, and you’ve got the perfect pairing. Presentation webinars rely on great levels of preparedness and content that’s very relevant to the audience at hand.
- Panels. With two to four company experts on standby and an expert facilitator to keep things moving, panel webinars can really highlight how great your company is and what it can do for your customers.
6. Curate The Ultimate Landing Page
When you want to host a live webinar, there needs to be a location for participants to sign up. Creating an enticing LP is the perfect way to do that. There are many things to consider when creating a landing page for your upcoming webinar event. Here are a few essentials to keep in mind when constructing your LP:
- Start by selecting a clear headline that captures the essence of the live event you’re promoting.
- Ensure that the visuals you use complement the offer and match the design style of the LP.
- Include a brief description that explains what users will gain or learn by signing up.
- Include an opt-in form and an actionable call-to-action (CTA) button to prompt users to complete the signup process (if needed).
When creating a landing page, be sure to craft the content carefully and test different versions to maximize engagement. By following these steps, you can create an effective landing page that can capture the attention of your target audience and deliver an exceptional user experience.
7. Promote, Promote, Promote!
To ensure success, start promoting your webinar in advance, such as a few weeks before the scheduled date. Try leveraging various platforms such as email campaigns, social media, and paid advertising to reach a wide audience. Use your connections to promote the event, but let your subscribers in on the deal first so they feel heard and appreciated. This list of people is more likely to forward the details to other people they think would benefit from your webinar. And make sure your messaging is consistent and attractive, as it is a reflection of your brand.
Be sure to also highlight the value of your webinar to the viewer and make it easy to register with a single click. You can also follow up with registrants to remind them of the webinar date and provide any other necessary information.
Pro tip: Ask your panelists to also promote the event to their networks!
By following these effective marketing tips, you will be well on your way to hosting a successful webinar.
Work With a Reputable Digital Marketing Agency
Need help getting your future webinar event up and running? Our team at Zero Gravity Marketing is skilled at all things in the digital space. Reach out to us to learn how webinar marketing can be one of many elements you add to your digital endeavors!
