Have you ever considered webinar marketing to grow your business? It is incredibly effective. According to insidesales.com, 73% of marketing executives for B2B companies state that webinars are the best way to generate high quality leads.
Despite their obvious effectiveness, webinars are underutilized as marketing tools. Part of the reason is that it takes a lot of work to set them up. Many marketers are also reluctant to run a webinar, because they are camera shy.
If you are willing to put in the effort, you can get some very high-quality leads from your webinar. Here are some tips.
Start promoting your webinar at least a month in advance
Getting enough people to watch your webinar is going to be a challenge, especially if you are in a specialized vertical. You need to do everything that you can to attract webinar attendees.
With that in mind, you are going to have a harder time meeting your attendance target if you try promoting your webinar at the last minute. Less than 30% of people will register within the 24 hours before the webinar goes live. Around 17% of people register at least 15 days in advance.
If you want to maximize the number of people that watch your webinar, you should start promoting at least a month in advance. If you believe that it is going to be hard to find a large number of people to watch your webinar, you may want to start promoting even earlier. It may take a few weeks for your promotional content to gain traction on social media, which will be necessary to get enough attendance. Therefore, promoting your webinar at least 60 days in advance may be ideal.
Use your webinar to advance other marketing goals at the same time
Most of your digital marketing strategies are going to be interconnected. Instead of focusing solely on promoting your webinar, you should also try using your webinar as an opportunity to advance other marketing goals.
People will need to provide their email address when they register for your webinar. Get your attendees to consent to joining your email list at the same time. This can be an excellent way to build your email list, since people will happily subscribe to it in exchange for the opportunity to view a great webinar.
You should also look for ways to use your webinar to earn backlinks to your website. If you are using industry and local news websites to promote it, you can earn high-quality links from high demand authority websites. This can help you boost your SEO.
Look at previous content to figure out what people want to hear
You don’t want to organize a webinar around the topic just because you personally find it interesting. You need to offer something that your attendees are going to find informative and engaging.
It is difficult to predict what type of content is going to appeal based on your intuition alone. The only way to know what will get traction is by testing content. The good news is that you have probably already tested lots of content already, so you don’t need to run blind tests with your webinars when there is a lot of money on the line.
You are going to want to look at your old blog posts, e-book downloads, social media posts and other content to see what has taken off in the past. This will help you figure out what your listeners are going to want to hear. Build your webinar around the topics that gained the most traction.
Don’t get too crazy with making webinars
As with most content marketing strategies, too many webinar marketers believe that boosting the quantity of their content should be their primary focus. Don’t fall into this trap.
You are much better off creating one exceptional webinar a month or even every other month than making a subpar webinar every week. Even if you are able to create high quality webinars on a weekly basis, you may not get the same ROI. People will become more complacent and take your webinars for granted. If you offer them less frequently, they will be much more eager to reserve a spot, since they don’t want to miss out.
Use the right webinar management tools
The last thing that you want to do is run a webinar over an undependable VOIP tool. You are going to lose customers throughout the event if they get dropped due to a bad connection or give up listening because they can’t hear what you are saying.
The good news is that there are some great webinar tools that will make things easier. Not only are the features and tools of most webinar solutions updated and more advanced, they also often don’t require the end user to download any software to attend a webinar.
Try both upsell and high-ticket promotions
Webinars are great ways to establish trust with potential customers. This means they can be very effective way to get customers to pay for ticket purchases.
However, some customers are still going to be reluctant. You may want to try offering a product with a lower price point for those yours. You can always upsell them later.
You could also try testing a webinar just with an upsell or another with just a high ticket purchase. You’ll need to collect some data to see which approach works the best.
Go Heavy with Visual Content
You may not have ever run a webinar before, but you have probably made presentations. This means you have almost certainly needed to use PowerPoint to make your case.
You are going to need to do the same with your webinar. Take a look at the webinar slides that you have already created. Do you have a lot of pages that are filled with text and bullet points? You are going to want to toss them and come up with something more visually appealing.
Adding a lot of text as a poor way to engage with your audience over a webinar. They are going to be distracted with it, which will take their attention away from what you are saying. Text is also a boring way to communicate. Remember, the purpose of your webinar is to get people to listen to you.
If you are trying to make your webinars more engaging, you’re going to want to go heavy with visuals. Don’t have more than ten words on any of your slides. Compelling graphics will help support the point you are making when you talk to your listeners.
Know your target customer base
The world is an incredibly diverse place. You need to follow a different presentation format and use a different voice to connect with some customers versus others.
Don’t apply a certain format just because it worked well for another webinar market are. Your audience is unique, so you need to get to know what they want.
Webinars can be a great way to connect with valuable customers
Webinars are a proven way to generate high quality leads online. Since most of your competitors are probably too nervous to try organizing them, you will have a huge advantage. Your webinar will be a lot more successful if you follow the tips listed here.