Webinars are an amazing tool for attracting new clients and growing your business. Chance are you’ve attended a webinar or two and can recognize the benefits as a viewer.
If you’ve never hosted a webinar before, the idea can seem a bit daunting and perhaps even intimidating! But, when the benefits are so plentiful, you’d be missing out if you didn’t nab the opportunity.
So, why host a webinar?
1. They humanize your business.
First and foremost, webinars put a face to your business; namely, your face! People like to know who they’re working with and gaining a more personal insight into your business builds trust and authority with clients and potential prospects. Webinars engage with your audience on a more emotional level that blog posts, eBooks, emails, etc. can’t match.
2. Establish authority.
Webinars are essentially a showcase of your credibility, skills, products/services and industry expertise. Webinars establish you as an expert in your industry.
3. Webinars are affordable.
Hosting a live event, workshop or seminar can be very costly! Webinars require very little expense on your end: internet connection, webcam, and microphone. That’s it!
4. They can be repurposed.
A webinar can be repurposed into a variety of different products: an eBook, blog posts, video series, etc. With the same content, you can broaden your horizons and tap various audience just by switching up the format.
5. Webinars can be interactive.
If you choose to open up the lines of communication with your audience, you can interact with viewers in real time.
Creating a conversation during a webinar will enable you to get to know your audience more keenly than ever before. Consider hosting a Q&A or exercises where participation is encouraged.
6. They can be viewed anywhere, anytime.
Thanks to the amazing reach of the internet, your webinar can be streamed just about anywhere!
If you record your webinar, it can be re-watched anytime, so your audience can get the most out of your content.
7. An extra revenue stream.
If you have a large enough audience and are confident you’re offering a value-packed session, consider setting up a paid webinar.
Most customers will be willing to spend a few bucks if they already have an established relationship with your brand and believe on the value of your content. What’s more, webinars have an unlimited capacity, unlike a live event.
8. Build your list.
Exchange access to your webinar for contact information. You’ll quickly build your list, expose prospects to your products/service and establish the beginning of your sales process.
Now that all these benefits have convinced you to host your own webinar let’s take a look at best practices.
So, how do you host your first webinar?
1. Identify your audience’s most urgent need.
Why is your audience tuning in? Identify the problem your product/service aims to solve and make that the central focus of your webinar.
Get clear on the specifics of this urgent need, so you can address it mostly aptly and from various angles.
2. Build your case.
Identify 3-5 talking points that support your solution as the answer to their problem. These talking points can be portrayed as “secrets,” “tips,” “strategies,” etc. Essentially, this is the framework of your webinar and will be the most content-heavy portion.
3. Bridge the gap.
Your prospect has a problem (identified in step 1), and you have the solution(s) (identified in step 2.)
Now bridge the gap, creating a connection between the hypothetical and the personal (your prospect.) Include potential objections to your solution or reasons why a prospect may not take action, and put them to rest with supporting evidence for why your solution works.
4. Double-check your technology.
Nothing can foil a webinar faster than flawed technology, yet it’s so easy to avoid!
Do a total run-through at least a day in advance of your webinar. Areas to test include:
- Slides
- Camera/Microphone
- Q&A/Poll software (if applicable)
- Dial-in process
- Screen-sharing
- Prepping guest speakers (if applicable)
On the day of, you should be in total control of the webinar. Practicing and rehearsing in advance will ensure you’re confident and ready-to-do!
So, how do you follow up after a webinar?
The webinar is just the first step. Converting attendees into clients requires a few additional follow-up steps:
1. Send a recording/slides.
Aim to send out your first follow-up email within 24 hours of your webinar. Consider including a recording of the webinar or the slides used.
This will ensure your attendees get the most out of your webinar and prompt the opportunity for questions/feedback.
2. Add attendees to your subscriber list.
Keep the communication rolling and stay at the forefront of your attendee’s mind while the lead is hot.
The goal is to display your wealth of valuable knowledge and keep them coming back for more. Sending out content that complements your webinar topic, including blogs, videos, eBooks, etc.
3. Offer a special discount/freebie.
To show your appreciation consider offering a discount on your products/service or a freebie, such as an eBook, phone consultation or something similar. Make your attendees feel like they’re now part of an “in crowd.”
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