Although the outlook for 2022 is looking a little more optimistic, we continue to face uncertainties of COVID restrictions, working remotely and company/ industry events being cancelled on short notice.
Having had nearly two years of COVID restrictions has meant us all embracing new ways of working and even if and when COVID disappears, times have changed and we are all using new technology to improve working life.
To keep moving forward, your business needs to reconsider how to stay connected with employees and customers and embrace the latest innovation and technologies. This means zoom meetings instead of team or client meetings, relying on technology for education and social interaction and hosting webinars instead of attending live events.
In this blog post we focus on how relevant and beneficial it is in 2022 to host an online webinar.
3 Benefits of using webinars as part of your marketing strategy
A webinar is a seminar of training session presented live to an online audience from any geographical location. Examples of webinars include presentations, sales meetings, Q&A sessions, product launches or lectures. Webinars are used by 60% of businesses (ThriveMyWay) to move people through the customer lifecycle. In other words, if used correctly, webinars are a great way to boost your expertise in the industry and generate high-quality leads that can be converted into new customers.
Convenient and affordable. Events, conferences and workshops require lots of patience, time and money. Online webinars on the other hand require an internet connection, microphone, a bit of initial planning and great content to reach and convert your audience into customers.
Increase online traffic and generate leads. Hosting a successful webinar allows you to increase your online traffic to your website, generate qualified leads and engage with your audience. Recorded sessions can also be repurposed for your video channel and published as part of your social media strategy.
Educate your audience. Hosting a webinar allows you to share industry/product knowledge and expertise with your audience. It also creates an opportunity to interact and ask questions which in turn builds relationships and a lasting connection with your brand.
10 Steps to hosting a successful webinar
1. Choose a webinar platform
There are many free and paid platforms to choose from such as Zoom or GoTo. Choosing the right platform will also determine your investment in suitable technology i.e. microphone and webcam. Your first step is to identify the purpose of your webinar. Software for teaching online classes or product demonstrations might require different features such as analytics, screen sharing, record etc. The best webinar platforms allow you to design custom registration pages, schedule automatic email reminders for registrants, and enjoy unlimited replay storage.
2. Choose your topic
What is the purpose of your webinar? Is it to generate more sales, a product launch or do you want to educate customers on existing products? Your goal is to ensure your audience will be interested and engage with your content. Now narrow your webinar theme down to a specific topic and ensure you plan for enough content to keep your audience engaged for at least 45 minutes.
3. Recruit speakers and a support team
A webinar is a great opportunity to showcase your expertise. By inviting a guest speaker such as an industry leader, internal team expert or happy customer, you can teach the audience as to why your product or service is valuable to them and in term build a lasting relationship with these customers.
4. Choose a suitable date and time
Certain days and times work better when trying to reach the largest audience possible. Schedule your webinar for a time that works best in different time zones. According to Outgrow, webinars conducted between 9 – 11am are 93% more likely to result in sign-ups and attendance.
5. Customise with your branding
Choose a theme for your webinar and create relevant images and landing pages to match your brand. Include a link to the registration page, names of speakers and a compelling call-to-action. Create a hashtag to promote your webinar on social media.
6. Send out your invitations
Send email invitations to your customers or prospects at least 3-4 weeks before the date of the event. Promote your webinar on your website and social media channels and post reminders to drive registrations.
7. Create branded materials
You want to ensure your company is represented throughout the event. Create branded slides or handouts and collaborate with your speakers to ensure both brands are accounted for.
8. Test your technology and do a practice run
In addition to rehearsing your presentation, you will need to do a tech check. Make sure that everyone involved is comfortable with the technology and software and take care of tech issues before the big day.
9. Host your webinar
On the day of your webinar, check your internet connection and take a deep breath before you start the presentation. Make sure you move through the presentation in a timely manner and give attendees a chance to ask questions or fill out a short survey in the chat section.
10. Follow up and recordings
Now that the webinar is over, you’’ll want to take the opportunity to follow up with your attendees and no-shows. Send out a thank you email or a short survey to collect feedback on the success of the webinar. Be sure to include a call to action or date on when the next event will take place.
For more information on how we can help you with your marketing, be it strategy, websites, content for webinars or social media, get in touch by calling 01962 862760 or emailing info@waypointdigitalmarketing.com.
