Webinar marketing is a collection of techniques to promote a product or service in an educative and engaging manner. People take in information in different ways, and webinars are a strong favorite as they contain easily digestible, accessible, and valuable content.
The benefits go two ways. As viewers enjoy taking in the knowledge, brands get the opportunity to show off their expertise. This improves brand awareness and raises a strong sense of reliability and credibility.
Studies show that 58% of marketers use webinars to promote their products and services. That’s a moderately high percentage, which begs the question: why is webinar marketing important? What could it potentially do for your business?
Firstly, webinar marketing isn’t a must-do strategy; it truly depends on the stance and positioning of your business. Though not a requirement, webinars are an essential and universal tool that you can utilize to your benefit. That being said, it would be a good idea to prioritize webinar marketing if you are a business that:
- Knows how to solve specific problems
- Has expertise in a particular subject
- Has exclusive information to share
- Needs to explain how to use the products and services
- Wants a more personal connection with your audience
Nurturing a relationship with your target audience is the focal priority for many brand marketing strategies. Webinar marketing is a mutually beneficial strategy, which essentially improves your business awareness and consumers’ base of knowledge.
Webinars allow you to show users who you are, how you talk, how you conduct yourself—and it is a direct reflection of what they would think about your business. Therefore, it’s essential to approach webinar marketing with immense forethought and preparation.
7 Helpful Webinar Marketing Strategies
Given that you have the expertise and pertinent information about your subject, what it really comes down to is delivery. Certain strategies can help your webinar present itself nicely, and tips to make yourself (or the spokesperson) shine in a wonderful light.
Here are seven significantly helpful webinar marketing strategies to consider:
1. Make it fun and human.
This is arguably the most fundamental tip. It’s no fun to listen to a robot. Don’t get too caught up in having a professional webinar without having a little fun too. Webinars don’t need to be perfect, but they must show your personality well.
If you slip up a little in the middle of your explanation, don’t sweat it. If you want to incorporate some appropriate humor here and there, go ahead! People engage the most with businesses that know how to tap into their authenticity. Instead of aiming for perfection, just be genuine and interactive.
2. Optimize the webinar for mobile.
Statistics show that mobile phones generate 54.25% of traffic in 2021. Not to mention, people are on the go. Just as a webinar in itself is a convenient way to digest content, you must also optimize it to suit easily accessible methods.
Ensure that your webinar’s font and captions are big enough to remain readable on mobile phones. It’s essential for you to accommodate all channels that your webinar will be on and make sure that it continues to get the job done no matter the medium.
3. Manage your expectations.
Keep in mind that this isn’t everyone’s cup of tea. Some people may prefer to read this information (which you can also do!), but that doesn’t mean that webinars don’t work. Again, people are on the go, and they need a convenient way to take in content.
Manage your expectations—don’t hold out for thousands of viewers off the bat. It’s about quality engagements here. Statistics show that the average number of people attending a webinar is 148.
Don’t let the number of attendees be your measure of a successful webinar. Even if it winds up resonating with a single person, that’s still a win. And who knows, they may end up being a loyal customer.
4. Have an eye-catching and impactful title.
Your webinar title must be relevant enough to explain what it is and appealing enough to hold their attention. Leave some room for the imagination, potentially swaying people to learn more about this intriguing topic.
The key is not to give it too much thought but instead an abundance of substance. You don’t need to say too much to grab someone’s attention. Something short and sweet can easily do the trick. Don’t be afraid to pique their curiosity!
5. Choose your timing well.
You put so much time and effort into your webinar, and it’s only right that it gets the visibility that it deserves. Of course, there is a touch of luck involved, but there’s also a trick you can keep up your sleeve to move it in the right direction.
Don’t just post your webinar any time without much thought—that’s leaving way too much up to the luck gods! Instead, plan your timing well. Choose times when people are the most likely to be on the web, whether it’s during lunch breaks or in the morning when they get in on the latest news.
Statistics show that about half of attendees prefer to watch webinars on Wednesdays and Thursdays. These are the hours that garnered more presence than the others:
- 11:00 AM - 16%
- 1:00 PM - 13%
- 2:00 PM - 14.5%
6. Include channels for feedback and interaction.
Choose your webinar platform accordingly, preferably something that allows your attendees to interact and engage with you. Ideally, your webinar shouldn’t just be a monologue. It’s a two-way conversation that will enable you to build a connection with your audience.
This way, you gain insight into the webinar’s performance. Were people engaging with it? Did they find it interesting? What were the pain points? Whatever kind of possible feedback you get will ultimately improve your webinars in the long run. This also allows your audience to be a part of the discussion, which is a great way to build trust.
7. Record your webinar.
In whatever form it comes in, the best thing about great content is that you can take it and repurpose it. Recording your webinar allows you to feature it on other platforms, such as email marketing campaigns and social media channels.
You can also take the pertinent bits of it and use it for other marketing purposes. Essentially, this strategy provides you with a larger reach. Just because some people didn’t attend doesn’t mean that others wouldn’t be interested.
Additionally, this is a great way to analyze the webinar yourself, giving you insight into how you can improve it. It’s a win on every corner.
The Undeniable Impact Of Webinar Marketing
Having a great webinar in your arsenal is only halfway to success. The rest of the way to the finish line is effective delivery. This might seem like a lot of work, but if you consider these strategies for a compelling webinar, you can:
- Generate leads
- Retain viewer attention
- Spark a connection with users
- Build your brand reputation
Like any other type of content, pretty and professional information can only take you so far without value. The substance is the core of creating a meaningful discussion, which eventually pulls your audience into seeing value in you as a business.