Webinars are a common marketing and sales tactic among large-scale businesses. Small businesses, however, have been slower to adopt. This is a mistake. Webinars offer incredible value and impact to an organization in a number of ways. But how? What, exactly, is the ROI?
In this post, let’s take a closer look at how webinars can support small businesses, while also working together with existing marketing efforts; namely email and landing pages.
Most people assume that a webinar refers only to a web-based seminar. In reality, however, they can be any type of online meeting that provides value to your customers. For example, a demonstration of a product’s features, or a discussion.
Many marketers see the value in a well-executed webinar. In fact, 66 percent of B2B marketers find webinars to be one of the most effective content marketing tactics, according to a report by the Content Marketing Institute. If implemented properly, webinars can help you:
- Increase online visibility: get more eyes on your product or service
- Drive traffic to your website: bring in people to generate leads
- Become an industry authority: prove that you know what you’re talking about
- Target a specified audience: find out who’s interested in your product or service
- Develop a close bond with participants: make contacts for the future
But setting up a date and time alone isn’t enough to assure a successful webinar. Here are four steps to follow that will allow you to make the most of your webinar right out the gate:
1. Plan Strategically
When planning, think about the needs and objectives of your perspective audience and choose the best format to achieve your goals.
2. Develop With the Audience in Mind
Focus on your target audience – what point do you want to get across to them? What call to action do you want them to follow? Start with designing the overall flow of your presentation.
3. Be Prepared
Don’t assume that everything will go according to plan during the live webinar. Schedule a dry run a few days before to make sure your presentation is on point.
Once the webinar is finished, ask the participants for their feedback. Their opinions will provide good insight into your business strategy. So spend a little extra time coming up with meaningful questions for them that will help you better serve customers. Also, give participants a gift to show that you appreciate their attendance, like a report, e-book, or discount code depending on our webinar’s goal target audience.
Get The Most Out of Your Webinar
Webinars are one of the most powerful marketing tools. If done the right way, they can be a real source of revenue for your business. And using e-mail and landing pages are two of the best ways to get the most out of your webinar.
Use E-Mail to Promote Your Webinar
Sixty-four percent of marketers believe that e-mail marketing is the most effective marketing channel. So it’s not surprising that e-mail and webinars go hand-in-hand. In order to maximize the impact of a webinar, it pays to understand how e-mail fits into the equation.
Once someone uses their e-mail address to sign up for a webinar, that address becomes a strong marketing asset that allows you to move subscribers down the sales funnel. The average registrant-to-attendee conversation rate is 42 percent. And this result wouldn’t be possible without running e-mail drip campaigns and incorporating effective social media promotion. The ultimate business outcome of a successful webinar is a long list of e-mail addresses from participants who are interested in the subject, a lot of high-quality leads. A good webinar will earn their trust and make them excited to receive more content from your brand.
Build Your Audience With a Landing Page
Another useful marketing tool and important element of any webinar strategy is a good landing page. Landing pages are single-page websites used for lead generation. These clutter-free pages come with a bold call-to-action that encourages people to sign up for your event. And a well-made landing page will attract your targeted audience to participate in your webinar, with the ultimate hope of generating a lead. These leads can span the globe since people from all over the world can sign up for your webinar. You can tailor contact to a specific market without having to worry about any geographical boundaries. A well-promoted webinar can help you reach new markets and ultimately grow your business.
Understanding the role that e-mail and landing pages play in webinars can help you make them stronger and more impactful. Hopefully, this blog post showed you how webinars can positively affect your business, and provided some pointers for conducting one.
Ewa Puchalska is Brand Communications Manager at GetResponse, the easy-to-use yet advanced online marketing platform with more than 350,000 customers in 182 countries.