We don’t live in the same world as a few months ago. The global pandemic has completely changed the dynamics of the world and its economy. Likewise, it not only affected the healthcare industry, but also changed the entire business environment.
Businesses don’t work like they used to; communication has changed dramatically as employees are encouraged to work from home. In the current scenario, the need to communicate through online channels has increased dramatically. The use of communication-based apps such as Zoom, Google Hangout, and Skype has also increased in recent months.
With companies constantly trying to find new ways to connect with their employees, webinars have especially gained in popularity as a means of communicating with consumers. If you haven’t yet integrated webinars into your online marketing campaign, now is the time to do so.
Here are 5 smart ways to successfully use webinars as part of your business marketing strategy:
1. Schedule weekly presentations
If you have an online platform that you use to talk to your consumers, it is the brand’s responsibility to provide viewers with valuable content.
In an age like this, when a large majority of people are plugged into online platforms, it’s time to ask: How can you deliver valuable content to your customers? Content that not only sets you apart and at the same time gives users reassurance and value to users.
While it does require commitment, hosting weekly webinars is an effective way to connect with the public and stay on top of the list. The best thing about webinars in general is that they’re always green. If you are a B2B business covering a topic related to your industry, chances are the topic will still be valid a few years down the road. This means that the content you create will work for you for years to come, and the investment and commitment that creates it will be worth it.
However, trends change and as a business you need to keep an eye out for the hottest topics in the market. Your topic should be relevant and closely related to your brand image, which is why it’s good to have at least weekly episodes that help you stay on top of industry developments.
The more original your content, the easier it will be to rank well on Google and reach a wider audience. It is important to focus on a topic that represents your brand image and, at the same time, ideally gives always up-to-date information on the topic.
Be careful, however, too much publicity and self-promotion in the webinar presentation often turns listeners off and can sometimes leave the content worthless. For example, a cleaning service might create content focused on carpet cleaning, but they should be careful not to embed their business or sponsors too much in the content in order to avoid unnecessary publicity.
2. Collect email addresses
Customer data is valuable information that can be collected by hosting webinars. Webinars allow businesses to access currently active email addresses. This gives businesses the ability to collect email addresses and run successful email marketing campaigns.
We saw that email marketing campaigns generate the best return on investment (ROI). When hosting a webinar, it’s simple to take attendee email addresses and enter them into your email marketing system.
Besides email addresses, you can also collect information such as age, gender, and location. This information can be used later to make important business decisions that can help drive sales and increase profits.
Getting to know your target audience is an important aspect of driving sales. Once the webinar is over, you can take your time to compile the data and keep track of your customers and engage with them in a friendly and conversational way.
3. Host co-webinars
While it might be difficult for you to build an audience initially, this is when you can rely on partnerships to reach a larger audience. However, make sure that the brand you have decided to partner with is also aligned with your business vision and goals.
Another benefit of hosting a co-webinar is that both parties can share the responsibilities, and this can ease the burden on a single host. In addition, you will have the opportunity to interact with a whole new audience and promote your product in front of them.
However, make sure that the webinar is organized and that time is evenly divided between the two parties. Any mismanagement can lead to problems and reduce your chances of hosting a co-webinar with the brand in question again.
4. Define Q&A windows to build trust with the audience
Marketers and sales managers say webinars are one of the best ways to generate leads. If done right, webinars can prove to be a great way to engage with consumers in real time.
Additionally, webinars are also a great way to build customer trust and loyalty. Your online presence gives customers a reason to trust your brand and they are more likely to shop from you.
When you expose yourself, it is only natural to receive positive and negative feedback. It will later weigh in your favor to be open to constructive criticism that can help you improve your business operations.
It would be helpful if you spent some portion of your webinar answering questions and answering them to your full potential. It may seem like a difficult task, but it could serve as a driving force behind lead generation.
5. Create new content channels
Once you’ve successfully delivered a webinar, be sure to follow up.
If a certain piece of content gets more attention than the rest, then it’s a good idea to take inspiration from it as it’s highly likely that your audience will like it.
It might not always be necessary to create another webinar from this one, but you can also embed this topic in your blog or create a related video for your YouTube channel. The possibilities for creating new content channels for your popular webinar presentation are virtually endless.
Webinars are a great way to have real-time interactions with the audience and that, too, without spending a lot of money.
If hosted properly, webinars can be a great source of lead generation for your business.