Is Your Webinar a Lonely Birthday Party?
Suppose you arranged a birthday party for your kid and invited lot of
people. 20 people agreed to attend.
But , Nobody attended the party due to several reasons- rain, traffic
block, forgot , family reason, got flue ..
What a disheartening situation?
Same can be happened in webinar , if it was not promoted well.
Got registrations , but nobody showed up on the date.
How to avoided this disappointing situation?
The only way is to promote the webinar in effective manner.
As per the webinar statistics , 35%-40% is the average show up rate.
The following are winning steps for success webinar promotion.
Identify Audience
Identify your audience and reach them in the right time. Audience can be classified with the age , qualification , location , job and interest.
Your webinar objective has a vital role for the selection of audience. Webinar objectives are come under mainly four groups
1. Generate new leads .
2. Nurture existing leads by adding more value
3. Speed up Sales
4. Increase Closing rate.
Webinar for New Leads
● Make a webinar topic with compelling title .
It should be relevant and useful for your audience.
● Do keyword research( a group of words people search internet)
to know what people would like to learn.
● Include keywords in the beginning of the title for SEO optimizing .
● Join related face book pages and groups and share the webinar link.
● Create face book advertisement with targeted audience and promote
● Send email to all your contact list.
● Share the webinar link in Twitter , Linkedin , Quora .
● Set a goal an attendee number -Example 100 . Target for 250–300
registrants . 30–40% is the average show up rate in webinar.
● Choose right day and tight time for webinar. It should be matched
with your audience life style and time zone. Never arrange
webinar on Monday at any cost . Mid week (Tuesday and
Thursday) get more show up rate . If you targeting working people
and students choose a holiday for webinar.
● Make an informative landing page for registration.
● Send value packed reminder emails to registrants.
● Write a blog on the upcoming webinar with registration link.
● Partner with other organization or influential people
to get more reach and registration.
● Add your webinar link into your website .
● You can post the link in google my business page for getting more
registration from near by area.
● You can create a webinar WhatsApp group for giving webinar
updates.
● You can share webinar information through facebook live and
Youtube live .
● Promote it in Your Email Signatures.
Nurture Existing Leads by adding more value
We nurture plant by watering regularly. That kind of caring
and nurturing are needed for your existing leads. A lead may be an
email or phone number of a person who can be turned into a
customer in future . Sending useful information is also one kind of
lead nurturing. Arrange a webinar is also another form of nurturing.
Arrange value providing webinar and invite to all existing leads
Speed up Sales
You have already lot of nurtured leads . They need warm up to convert
Into sales .
Speed up sales webinar structure and content should be
different than lead generating webinar.
Already they are aware about your product and service .
However, they need more information to take a buying
decision.
A question answer session with leads will help to speed up the sales.
Get inputs from your sales team and identify the main resistance .
Prepare the webinar contents which offer solutions .
Increase Closing Rate
Business closing webinar target the leads who are already warmed
up at different levels . They are sitting on the fence .
You can give special offer or festival discount to them.
A special discount can be offered to the participants who are ready to
buy from you.
Why Webinar Marketing is Important ?
- Webinars retain viewer attention.
People register for webinar willingly and ready to learn . In advertisement , its nature is intrusive . People skip advertisement .
However,40–50 % people stay at the end of the webinar.
2. Webinar Warm Up the leads
Participants are interested in the topic and they are in the journey of buyers. They are seeking solutions for their problems. If the webinar address the issue effectively , they can go to next stage of buying without any resistance.
3. Webinar Bring Sales
During the webinar , you can showcase the expertise and authority in the topic.
You can convince the participants about value of your service or your
product . People purchase from you after the webinar , if your product or
service offers immediate solutions.
4. Webinars Generate Leads
New leads are the lifeblood of every business. Webinar is a great tool for
getting new leads and subscriber. They are the potential buyer . Keep nurture
them with value offerings in the form of emails and webinars. One day they will become your customer.
When should you conduct webinars ?
Every webinar should have a specific purpose to achieve. You can plan
a webinar after verifying the following facts.
1.When you know how to solve specific problems.
If you know the problem of participants and know the solution , then organise a webinar . If you don’t have any new information to offer , drop the idea of webinar . Respect the time of participants.
2. When you have exclusive knowledge to share. You can share market trends , innovative ideas , your personal experience which should be helpful the for participants . Don’t expect immediate sales in first webinar , if you are new in this field. You can create a reliable relationship with participant which can lead sales in future.
3.When you need to teach participants for using the product or service.
If your product or service complicated to understand , then arrange a webinar on how to use it . Example , if you are selling a new accounting software to business people , a webinar will be helpful for doubt clearance and functionality.
4.When you want to get personal connection with audience :
Webinar offers two way communication . You can see , talk with audience. Personalization in communication is very essential for branding and trust building which brings sales later.
Final points: Consider all above points for your next webinar . And experience how the lonely webinar can be turned into a crowded one . Well planning and execution are the keys behind the success of all webinars.
Do you want to generate more quality leads through webinars?
I published an ebook on amazon- Romancing with webinar .It is related to my webinar marketing journey for the last 4 years. Click the below link for more details.
