TechsPlace | If your brand needs to generate sales, win new customers, and retain customers already won, a good strategy is to invest in a successful webinar.
Few contents generate as many leads and sales as this feature. However, do you know how to make a successful webinar?
Today, you will learn to explore this content in the right way that is increasingly present in users’ lives and routines.
And if your company still doesn’t invest in webinars, keep reading and get ready to change your mind, reaping great results with this strategy!
What is the webinar?
Before moving on, let’s remember what is a webinar. In short, a webinar or online seminar, recorded or not, focused on specific content that is useful for the persona.
Several formats can be explored, which can range from presenting a new product or reinforcing the brand image as an authority.
It is an effective way to generate profits for your company. The webinar is a breakthrough in technology, gaining more space and fans every day.
In the world of digital marketing, you can understand the webinar as a tool for generating leads and sales, which attracts new visitors and leads.
However, for this translation to become true, it is necessary to understand how to make a successful webinar. And not just a broadcast that will have little impact and will be easily overlooked by those who watched it.
There is no magic formula but a set of strategies that must be followed.
Benefits of including webinar in your digital strategy
In practical terms, what does your company gain from investing in webinars? Believe me; the benefits go beyond imagined. But, one thing is a fact: there are real gains, and many!
Know, then, the main benefits of investing in webinars in your marketing strategy:
Increase traffic to your website and blog
Yes, your website and blog have a lot to gain from a well-designed webinar strategy. People will watch the broadcast, consume the content and be more interested in you or your product.
Even your social networks win. The number of likes on your pages increases a lot, as people want more content like that.
Not to mention growing sales; after all, your webinar can synthesize your product’s value to the public convincingly and practically!
Improve engagement with the public
People connect with people. This is a fact.
That is why so many companies invest in humanizing their communication. The webinar is people talking to people, it is interaction, it is enlightenment, and it is an opportunity to understand your brand or your product better.
Try to answer questions or criticisms from your users in a clear, respectful, and explanatory way.
This simple behavior can break resistance, objections and make your brand or product much more reliable and accepted.
Attract more attention to the brand
Creating a beautiful, well-written website, concerned with usability and very informative, makes a difference, without a doubt. But that alone is like having a beautiful store on the street full of beautiful stores.
The struggle for attention is constant, and you will not always win.
The same theory can apply to a blog. Despite an excellent strategy, it is necessary to deliver more visitors. Did you know that about 80% of Internet users prefer to watch videos over reading a text?
Thus, audiovisual content production is the secret for your company to reach more users, just like the webinar, which is something to differentiate yourself from your competitors and appeal more to your audience.
A brand that invests in webinars is much less likely to be ignored. You speak to your audience in the best possible way: the one they want you to speak to!
Speed up the purchase journey
Do you know your consumer’s shopping journey? Yeah, it gets shorter with well-made, clear, and useful webinars.
Just think: a webinar can answer questions and objections from users who already know you but are still on the fence. The result of this is that this strategy speeds up the viewer’s decision.
Yes, customers who feel safe and have their questions answered in a webinar gain the confidence they need to buy from you.
And even if they don’t buy on time, they end up advancing in the understanding stage and are much closer to closing deals with you.
Most qualified leads
Talk to your target audience the way they want, about what they want, and you will have them with you. Webinars are ways to generate empathy, engagement, and attraction for the audience you want to win.
It would be best if you focused on the topic of interest, the pain they have, and that you can resolve with your product or service.
By attracting a large audience, your conversion opportunities increase. And by attracting the right audience, they take off! Focus on the topic and who you want to attract, and you will see the results.
More sales and improved after-sales
The customer bought and now bye, never again. Wrong! Invest in after-sales, building relationships with them.
You have no idea of the value of this and how the webinar will help in this process by narrowing your communication stretches.
For those who bought your product, for example, you can do a webinar that teaches you how to use it better and get the best performance out of it. The theme must be handy, and this care is one more step for your client to become your defender!
Webinar formats for your company to bet
What separates any webinar from a successful webinar?
In some cases, it is the format of the webinar you choose. There are several, and we will show you some of the best.
Everyone wants to improve or better understand something that is of interest to them.
The product presentation format makes this easier for people. It is like a step by step in which you explain some function or particularity of your product.
There is less interaction, but you can, for example, generate a PDF for people to download and follow during the webinar. This material can be a summary of the content and even contain some exercises when applicable.
This is classic, very similar to the interview formats on TV. There are a presenter and a guest (usually relevant to the target audience), and the two addressed a specific topic. There, that, in itself, attracts attention.
The key here is for the guest to be relevant and master the topic (if it is your product, they should know everything about it). Thus, there will be greater security in responding and accuracy in responses!
Questions and answers
It looks a lot like the interview format, but the focus is on interaction with the audience. The presenter or the guest will answer questions sent, which requires timing and resourcefulness from whoever plays this role.
The big advantage is that the public likes this; they want to answer their pain and doubts, they want to know more about the topic, and they want this knowledge.
Another advantage is that public questions guide your company’s actions. It is feedback about your fears and doubts which will make your communication more effective!
Summit is like your company’s board meeting is broadcast live and online. Only instead of the directors, it would be with experts on the topic addressed.
This format is not so simple to do and requires really qualified specialists and a presenter who knows the topic well to interact with them.
In terms of logistics, the difficulty increases according to the number of guests participating. The more guests, the bigger space, chairs, more lighting required, more cameras, etc.
But the advantage is that, when done right, this is a successful webinar that people love.
In this format, the presenter may be expendable, and the invited specialists are the focus of attention. They should talk about a topic related to the brand’s business model and may or may not have interaction with the audience that watches it.
If so, the idea is to select questions previously submitted by the public to be answered by the experts.
What does it take to create a successful webinar?
As stated above, there is no ready formula for creating a successful webinar. But fundamental details that make this possible.
So let’s go to the steps:
Define the purpose of the webinar
If I don’t know what I want, how do I hope to achieve it? There are several goals that you can pursue with a webinar, and you need to define one.
The main ones are usually these:
- Present a new product or service;
- Attract new customers;
- Generate more sales;
- Educate the public on a specific topic;
- Respond to questions from the audience.
For each of these goals, you need to plan the webinar very well to ensure that it makes a difference to those who watched it.
Define the target audience
It is impossible to speak to everyone, and speaking to anyone will not bring any results. The best way to be as accurate as possible is to define which target audience your company wants to reach and the topics that interest you.
Please choose a topic for the webinar, make sure it’s of interest to your audience, and define your strategy for talking to them about what they want.
Having a script is having a guide material, so you don’t get lost during your webinar. We have already covered this topic on the blog, and believe me; a good script is a fundamental step for a successful webinar.
Draft your main ideas, define the topics to be covered and start organizing your presentation.
Your script can be divided into the following topics:
- Brief introduction of the event, with a personal presentation;
- Presentation of the contents that will be addressed:
- Space for public questions and answers;
- End of the event, with a Call to Action (CTA).
An impressive title and summary
When we go to read a news story, what attracts you the most to click on it? Certainly, the title. Make an impact, choose a topic that people will read, and say: I need it!
Make clear in the title the central issue that will be addressed. Also, write a summary on this topic to further clarify the target audience.
What will be covered, and what the person will gain from the webinar. But without delivering the gold, just giving a taste of what’s to come.
The date and time of the transmission
Remember when we talked about defining your target audience? So, what is the best day and time for this audience to see your webinar? See in your social media metrics reports, in the data you can check, what these days and times are.
There is no point in having the best content, the most relevant guests, in short, none of that, if your audience doesn’t care or is there to see it.
The right time and day for your audience, not to mention holidays that may appear to compromise those dates, make a difference. Even shows, games, and TV can steal your audience at the same time as yours.
Or do you want your event for a digital audience competing with the last chapter of Game of Thrones? If you say yes, I will say, “you don’t know anything, Jon Snow.”
Choose and prepare the scenario
A good scenario starts with choosing a quiet place, without noise and interference, so that everything works out.
He needs to “marry” the theme of the event, and there needs to be harmony. However, it is worth noting that the king here is the content and a scenario that steals too much attention is dangerous.
You want people to say, “Wow, what a scene!” but you don’t want them to look at him.
Check all the necessary equipment
“Lights camera action! Wait, where’s the light? ” You don’t want to worry about that at the time of the event, do you? So worry first, check out all the tools and equipment before the event.
Is everything working well? See the light, the microphone, the audio, the position of people, possible noise, what happens if it rains … even covered places can be affected.
Ah! And it is essential to test your internet first, or your transmission will not happen.
To have a successful webinar, you need a platform that makes that success possible. Broadcasting a live event requires professionalism for it to flow and the result to be the best possible.
When choosing your platform, check out some important details, such as transmission stability, available tools, and integrations.
Invest in teasers
The cinema loves teasers, and so do people. When people saw a movie teaser, like the new “Lion King”, people “flipped” with expectation and nostalgia.
And I don’t mean the trailer, but the teaser, a short preview that came well before the full movie trailer.
Brush the subjects, the guests, the benefits of attending, arouse your audience’s interest, Spread the word on social media, send the link by email, and make some noise!
Your event can only benefit from a good teaser, this tasting of what is to come.
Make room for public questions
Show that you care about your audience. Listen to them, answer them, and allow interaction.
It’s cool, it’s dynamic, and people love it.
Today it is possible to ask, like and even add reactions to the video, making everything more fun and rich, a much better experience.
It isn’t delightful when we miss an event just because we didn’t know about it. To have an audience, you need to publicize the webinar.
Let’s see some ways for that:
- Social networks: not all, but those of interest to your target audience. Create a dissemination calendar and post regular and stimulating posts about the event.
- Email: This is still powerful. Send attractive and personalized emails to your bases, stimulate people’s participation, and they responded with an audience.
- Blog: Make a blog post and give an overview of the event. Do not deliver everything, but put a link to the registration page and post it on social media.
- Teasers: We talked about them above and should not be missed. Include small, powerful teasers in your webinar outreach calendar.
- Reminders: Set off reminders, so your audience has the date and theme of the event in mind. Please don’t overdo it, be strategic, but do it for your audience.
A successful webinar has a lot less to do with luck and a lot more to do with planning and care. Details make the difference for this success to be real.
Remember that for a webinar, or rather, for every webinar you do to work, you need to listen and speak to your audience.
Please do this before, during, and after the event, gathering feedback and questions to communicate well with them.
Rohit Singh is a professional Digital Marketing Expert. He is a digital nerd and he loves sharing his thoughts through Blogger Cage. SEO, WordPress Tutorials, Hosting Reviews, Make Money Online and Social Media are his prime interests.