With everyone working from home, remote meeting software are getting a lot of attention. From team meetings to client pitches, everything is taking place in the virtual realms of web conferencing software.
One of the most innovative yet common ways that web conferencing software are being used is to create webinars. This is common because every other Tom, Dick, and Harry has a webinar today. On the other hand, it is innovative because many people are using webinars as a marketing tool.
While webinar marketing is a long game with a lot of involved steps, the practice has become so common that it is safe to assume that 90% of the people reading this article have attended at least one marketing webinar selling a product or service.
This may have led you to think, “why can’t I use a webinar to sell my product?” and it is an absolutely legit question.
While making sales with a webinar might be a good idea, it isn’t easy. Many people that register for a webinar, don’t even attend. Out of those that do, only a few are converted into customers.
If those facts worry you, read on for tips to make your marketing webinars successful:
Know Your Audience
This might sound like something that has been said too many times, but knowing your audience is absolutely critical to the success of any marketing endeavour.
Knowing your audience is not only important for converting attendees into paying customers, it is essential for success at all the preceding steps.
By knowing your audience, you will be able to:
- Create the right messaging for ads promoting your webinar
- Create the right content for your webinar registration landing page
- Communicate relevant benefits to ensure that more people actually attend the webinar
- Create an engaging webinar experience that contains information that your audience will find relevant and valuable
In other words, knowing your audience will enable you to get your messaging right at every step of the way.
Offer Webinar On-Demand
The parity in the number of people that sign up for a webinar and the number that actually attend it has been mentioned multiple times in this article.
This is because it is one of the most significant deterrents to a high conversion rate.
The problem is, most audiences are becoming very accustomed to consuming content on demand. This rising trend, combined with the general lack of time in a busy adult’s life makes it difficult for your audience to attend the webinar.
To combat this problem, all you need to do is make your webinar available as a recording. This requires virtually no extra work and gives you a chance to re-engage and possibly convert the folks that did not attend the live webinar.
Send Out Event Reminders
Event reminders are a great way to not just improve the recall value of your webinar, but to position your products or services as the solution to the problem you will be discussing in the webinar.
Chances are, there will be a window of time between when a user signs up for your webinar and when the webinar actually takes place.
Make sure you fill this time with a series of emails that double as reminders and aids to your sales pitch. With the right messaging, this will also enable you to create a buzz and some excitement around your event, motivating more people to block their time and attend your webinar.
Before wrapping up, I would like to remind the readers that all these tips absolutely need to be combined with other marketing techniques such as email marketing, paid promotions, and social media marketing to drive measurable results.
We hope that the information contained within this article will enable you to drive amazing results from your webinar marketing efforts.