Webinar: what is it and how to make one?
The webinar is another excellent strategy to share content and position your brand as an authority. The consequence of a well-structured videoconference, almost inevitably, is the generation of free leads.
Want to know a stat that proves it? The State of Video Marketing found in 2017 that 95% of people here on the Internet choose to watch a video to understand what more than one product or service is about.
In addition, some extra features marketed for webinars track how long participants spent on the broadcast, their demographics, their opinions in polls, and their impressions of the quality of the live. All of these insights can guide great improvements in your business.
Want to know more? Read the article to master the art of using the webinar as a lead capture tool!
Webinar what is it?
The term webinar comes from a web seminar which, in English, would be a web seminar. A more informal synonym for this word is a workshop, which actually gives the idea of a short live class. The biggest justifications for conducting a webinar are to prove expertise, improve brand authority and, most importantly, connect with potential customers.
You will rarely find webinars shorter than 30 minutes or longer than 60 minutes. This duration is ideal for the class to be given, users interact with each other and there is a debate with the presenter as well.
Why should I do a webinar?
Generate leads with webinars
Accessing webinars via a form is the most common practice, so you can build your contact list quickly. Depending on the theme of the presentation, you may be able to request information about the profession and education of these leads, which can further improve the quality of the content you are targeting for them.
Leads from webinars are of high quality because most of them already understand what your business is all about. In general, anyone who continues to follow your content after a webinar does, in fact, have some kind of connection to your solution. So, never stop using these broadcasts as a means of increasing your lead base.
Transform webinar material into new content
The material in a webinar is so rich that you can record the broadcast and make it available, free of charge or not, to those who could not attend the online class, or just generate the script and make it available also to those who were left out.
Also, if your target audience is companies that want to train their employees, know that it is a good idea to charge for the recording. A large GoToWebinar survey, with 350,890 hosted webinars from across America, Europe and Oceania, found that 84% of B2B users prefer replay.
Also, blog posts and e-books are other interesting formats for your post-webinar, just add a little more knowledge and change your approach.
Promote your broadcast sales
At the same time, you create the webinar to generate leads, validate your authority in the market, etc., you can dedicate the first 30 seconds or the last minutes of the presentation to talk about some info product. Also, create a discount coupon linked to the broadcast and get more chances to sell.
What’s more, before the webinar goes live, gather the leads’ preferences for some infoproduct in the registration form itself. On the appointed day, use the broadcast chat feature to keep the coupon or call to purchase registered.
How to make a successful webinar?
Establish your main objective
Think to yourself: what do I want this strategy to bring me?
- A more robust email list?
- More qualified leads?
- Just new leads?
- Sell a digital product?
The entire format and structure of your presentation may depend on these goals, as well as how you publicize the webinar days in advance.
Choose a good time
We have to be realistic: the chance of someone watching a webinar on a Sunday night, for example, is close to zero. Aside from these extreme examples, digital entrepreneurs have been more successful at presentations on Tuesdays and Wednesdays.
That’s because on Monday, people are often busier and/or still planning the week. By the end of the week, everyone is overloaded with work, so what’s left is the middle of the week.
As for the time, it will depend on your branch, but, theoretically, lunchtime is a good one for those who have a more adult audience and who work at the firm. For a more generic audience, the early evening, such as between 6pm and 7pm can work in most cases.
Prepare very well
Review your material several times, including your speech. It is perfectly normal, during a presentation, to forget about important information or even follow a script that is not in its best version.
Always leave extra time in the webinar to respond to comments that may appear and enrich the class. Another tip about preparation is to simulate the presentation for yourself in the software, so you already master the features before going live.
Organize a surprise for viewers
Who doesn’t like a surprise? You can do this in a number of ways in a webinar. Try calling up a special guest from the area, or releasing an exclusive download of something of interest to your leads.
To hit the surprise, however, you must know the persona well, including the users who will attend the webinar. This ownership over your audience is part of your pre-broadcasting assignments, so don’t forget to include that step too!
So, broadcasting a webinar is a great idea for capturing leads. As long as you organize your objective, strategically mark the broadcast date, rehearse your presentation and surprise your visitors.