If you want to use an innovative approach to market your business in a way that has the potential to get you leads within a matter of hours, the webinar has it!
Webinars have a high success rate when it comes to informing, engaging, educating and converting your relevant market and building lasting relationships with your prospects, especially for international B2B marketplaces.
On the other hand, setting up webinars is just one section of the process; the method for promoting your webinar must be to create brand awareness through a step-by-step approach.
1. Set Realistic Expectation
Expectations are often confused with goals. Expectations are measured by using your objective and considering the current state of the market, people’s perspectives and needs. Understanding and having expectations help in developing follow-up plans. Before anything in else, it is important to understand that webinars don’t lead to immediate massive boost in sales, but help in building customer relationships and generate leads.
2. Define Correct and Measurable Objective
Being particular about your objectives helps in measuring your success and ROI, but many brands lack this insight. Without any objectives and brand goals, you cannot be able to perform well in your webinar and thus won’t get the results you expect.
Your objective depends on your business needs, and it usually falls into the following classifications:
- Inform and educate the audience
- Generate relevant leads
- Get response and feedback
Clearly understanding of your objectives will help you promote your webinar along with strategizing presentation delivery.
3. Select an Attractive Webinar Topic
One of the significant things you need to do for your webinar marketing campaign is to choose a suitable and attractive topic. Look for popular blog topics where people like to ask questions and comment, which gives an idea that these topics might be of interest for many people. For this purpose, you can thoroughly check social media platforms and forums to find a hot and trending topic for your webinar, and don’t forget to see what other webinars have led brands to success. When you have come up with the title you want to work on, make your webinar content stick to it.
4. Pick a Smart Timeline
For any marketing tactic, timing is everything and webinar is no exception in that. So, when you are choosing the time for your webinar, opt for when people are highly likely to engage. When reaching business professionals, holding your webinar at mid-afternoon hours on weekdays is taken to be a safe bet, because people are busy on weekends, tending to their personal life and socialization, or even relaxing. Make sure your webinar doesn’t exceed the timeframe of 30 to 60 minutes, and no longer than that!
Pick a Style
Webinars can be classified into four main styles.
Question and Answers
The question and answers format is found to get the most engagement as it allows people to participate. Letting your attendees send their questions in advance helps in saving time for explaining how you can help them and leads to higher engagement rate. Question and answers method is a great way to build brand loyalty and bring value to your offer.
An expert with influence in your industry alone can be enough to get good signup rate to the webinar. Interview webinars work wonders when an industry-specific influencer is live on the screen. Make sure to prepare for the questions you want to ask well in advance. Your team must agree on the script and timings to ensure no surprises.
Experienced professionals discussing trending topics in a panel format can go well in webinars. Everyone must have a comprehensive idea of the topic and agree on the script. Having an unbiased and experienced speaker or facilitator is vital for a subtle flow of the conversation. Opt for someone who knows about handling a panel and familiar with the topic.
Presentation is the most popular and easiest webinar to conduct. Since it is simple, the essentials must not be underestimated. For conducting a winning presentation webinar, the facilitator has to be as enthusiastic and engaging as possible. In this type of webinar, a simple PowerPoint presentation paired with a good speech will do the work. Guarantee that your content stays relevant to your audience to maximize your success chances.
The End Word
When your webinar has ended, send out thank you emails and your giveaways to all the attendees, and follow up with them. Send a special offer or a survey, it depends on your final goal, and don’t forget to send your recorded webinar to those who weren’t able to show up as a gesture of pure professionalism and willingness to hear their queries.