Syed Balkhi November 18, 2020 As a business owner, there are plenty of ways to grow your business. Video marketing is an extremely popular strategy because it allows speakers to put the personality and value of the brand they’re representing on display through their tone and delivery.
Webinars are an effective way to deliver this type of high-quality video content to your audience. The convenience and flexibility truly make these events stand out when compared to other types of video campaigns.
When you consider the current global request for social distancing, webinars become an even more attractive option for people that want to do their part to keep others safe without disrupting their pursuit of knowledge.
Today, we want to help you create extraordinary webinars. In pursuit of that goal, we will provide 5 helpful tips that will help you get more webinar signups, conversions, and engagement.
Understand Your Intent and Customer Segments
Before you can get people to reserve their spot, you need to understand your intent and customer segments. Your intent matters because you may need to adjust the structure of your webinar, particularly the ending, depending on your goal.
For instance, if you just want to get more email subscribers, you can end your webinar without too many extra steps. However, if your goal is to get more direct sales from people attending your event, there needs to be more strategy involved in your call-to-action and value proposition.
Every webinar’s primary intention should be nurturing leads and providing real value to dedicated customers and first-time visitors. We will talk more about providing value soon enough, but for now, think about the end goal of your webinar.
Customer segments also play a significant role in live events. Every business has multiple groups of customers that have similar buying patterns. These groups are called segments, and the culmination of all of your pieces represent all of your customers.
When designing your webinar, think about which segment you hope to target with your event. Research shows that video content is 50x more likely to drive organic traffic when compared to text-only posts. So, understanding who your webinar is for can dramatically improve conversions because you’re reaching out to the correct audience.
Start Building Excitement Early
Now that you know who you want to reach, it’s time to start building excitement. We suggest starting your marketing outreach a month before you go live. Make use of all of the most effective marketing platforms, including email and social media.
Your email subscribers are part of the group of people most likely to attend your event. These people have shown interest in your brand and engage with you regularly. Couple all of this information with the fact that the average email open rate across all industries is 22.86%, and it’s easy how sending the right emails can boost your registrations.
While we are on the topic of signups, don’t forget to create a registration landing page on your website. Confirmation through email and social media can be effective, but ideally, you want people to visit your website so they can learn more about your brand. People are more likely to attend events if they can understand who will be speaking, and more importantly, why they should care.
You can’t talk about building excitement without mentioning social media. Websites like Facebook and Twitter are great places to create and share content that’s relevant to your webinar. For example, you could include teasers leading up to the event, with a registration form link in the description.
The goal is to make as many people as possible aware of your event. Use all of the different platforms you have at your disposal to reach current and potential customers.
Provide Value to Your Audience
All successful webinars have one thing in common: they provide value to their audience. The value proposition doesn’t have to be something physical, like a brand new car; it just needs to impact viewer enough to remember your brand in the future.
The most common way to provide value to your participants is with information. In other words, the things that you say, and the advice that you give, help the person watching understand a pain point or realize a goal. So, an email marketing guru might hold a webinar where his value is an explanation of a process that helps viewers identify their target audience.
You can also give attendees something they can reference later. A highly relevant, impactful lead magnet covering everything you talked about in the webinar is a good choice. You can choose to add additional notes or references to help people get more value from your presentation.
If your goal is to get a direct sale, a special promotion is a great way to provide your audience value. You could hold a presentation on your latest product, and give all the attendees an impressive 30% off discount for showing up.
These seemingly small incentives can dramatically boost your webinar conversions.
Allow Participants to Ask Questions
Our next tip is crucial to getting more webinar engagement. Don’t forget to allow time for a small question and answer session at the end of your event.
There’s a good chance that someone will have questions about a topic or have a prepared question that they intended to ask after the webinar. We suggest letting your audience know that they will have plenty of time to ask questions at the end, but please make a note because you want to help.
Not only will a Q&A session help you build rapport with participants, but it can also help you discover more information about your customer segments. Let’s say you have a marketing firm and want to learn more about people interested in social media marketing. So, you decide to host a webinar on the topic and hold a Q&A session at the end.
Imagine the kind of helpful information you would get directly from your target audience during this time. Specific questions can help you uncover new pain points and close more marketing success gaps than data analysis alone.
Review and Refine
Finally, we recommend that you ask visitors to leave feedback within 24 hours of the event. You can quickly create a feedback form that’s designed to answer questions that will ultimately help you improve.
Ask critical questions about what they thought of the event, including the quality of the audio and video. Include a few additional questions that ask them to answer questions about what they would like to see improved in future webinars.
Use what you learn to slowly improve your webinars. Gradual, positive changes will lead to more people signing up and engaging with your events in the future. Don’t feel discouraged if you host several events and don’t see much traction. If you understand your audience and consistently gather feedback, you can host a wildly successful webinar.
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