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Using Webinars to Market and Grow Your Business

Kayla DiPilato

What is webinar marketing?

Webinar marketing allows you to bring people together online for a virtual presentation or discussion. They can either occur at a specific date and time and be hosted live or be pre-recorded and automated. Webinars are great because they are engaging and provide value to viewers. They can be especially good for educating potential clients and even making sales. 

Why is it a helpful marketing tool?

Webinars typically have one of three goals: to demonstrate a product or service, to expand upon something you have written, for example in a blog or social media post, or to demonstrate your expertise on a subject. Webinars are great because of their interactive format which will generally help your audience to retain information more easily than if they read a piece of written content. According to MakeSocialMediaSell, webinars retain 40% of viewers’ attention. Additionally, a study by ReadyTalk found that between 20% and 40% of those who attend a webinar become qualified leads. Webinars can also help to improve your SEO ranking and build your authority within your industry.

What topic should I talk about?

There are several different ways you can generate great topic ideas. You can use webinars to introduce a new product or service and tell your audience about it. This can be a great selling tool for prospects who are interested in your product but aren’t yet ready to make a purchase. You can also use webinars to provide a tutorial that answers common questions. You can work with your customer service team to gather information about what these might be. Lastly, you can search your blog for posts that could be easily expanded upon and add extra value to your customers. 

How do I create a successful webinar?

1. Have a call to action in mind when you create your webinar. What is the ultimate goal of this webinar and how is that going to drive sales? You want to decide this early so you can build a plan around it. 

2. Keep in mind when promoting your webinar that about 50% of people that register will actually attend so you want to solicit as many registrants as possible. Post on your social media channels leading up to the event. This is also a great time to engage your email list. Ensure you have a reminder set to go out to registered attendees just before the webinar is set to begin. 

3. When planning your webinar aim for 45-60 minutes of content and build in time for the audience to ask questions if you are hosting a live webinar. You want to have a lot of eye-catching slides to complement what you say because this is another way to keep your audience’s attention. 

4. Keep the structure of your presentation clear and easy to follow. A good way to do this is to focus on introducing your topic, covering it, and then recapping it. The recap is also when you can include the call to action you have been leading up to. 

5. Practice, practice, practice. You want to come across as polished, prepared, and knowledgeable. Practicing a few times can help you make sure you achieve this. 

6. Consider offering a special offer to webinar participants that encourage them to take your desired action after the call. For example, a limited-time discount. 

7. Overall, focus on the value you are providing so that your audience does not feel like they are attending a sales pitch and click away. 

Which platform should I use?

There are many platforms out there that can help you to run a successful webinar and they offer different benefits. 

Features we look for are automation capabilities, live chat, registration with email capture, and the ability to add a call to action Currently, we use ClickMeeting which works well for us, but a quick web search can help you find a few options to compare based on your needs. 

We hope this information helps you to get started with webinar marketing. If you have questions or feedback on these ideas lets’ chat on Twitter, @KuvioCreative

Kuvio Creative is a digital services agency that helps small businesses solve all of their online needs. Whether its a new website or a digital marketing strategy, we would love to discuss how we can help you! Get in touch today. 

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