In today’s fast-evolving world, it is important for any business to stand out. Webinars are a perfect solution as they help by converting viewers into buyers through engaging content that educates them about the business. With unmatched access to online event hosting platforms, it is time to make the most of it. Webinars not only help get the brand message across to its prospects along with its products and services, but it also helps in generating interest in the brand. According to a study conducted by GoToWebinars, consumers are willing to spend more time with a webinar than with any other type of content. Simply creating a webinar can position you as an authority in your niche and help marketing and sale of products and services to the audience.
With many organizations investing time in webinars, let us look at “Why hosting webinars can lead to higher ROI?”
- It does not involve investing a huge sum of money. A webinar can be hosted with a small sum of money so the ROI is likely to be higher. The fact that webinars are held remotely, it allows for guest speakers to be featured from any part of the world.
- Hosting a webinar enables immediate lead capturing and direct engagement. Webinars offer content that signifies the interest of the visitors in what the brand has to offer. This helps in collecting essential details of the audience that allows or follow up at a later stage. Conducting surveys and polls help in engaging with the audience and understanding the challenge they face to offer a solution and help convert them into customers.
- Hosting a webinar helps in conveying the message across in a manner that it is easily grasped by the audience and if at any point there is a need, questions can be asked and clarifications can be made.
Preparing for a webinar involves an investment of time and planning but the benefits are compelling. Following steps to prepare for a webinar and follow up can surely drive engagement, lead generation, and hence boost the ROI.
Now that we know that hosting webinars can lead to a higher ROI, it is important to list down the essential to host a webinar that converts.
- Outline the goals– The most important step in planning a webinar is to know the purpose it will serve. Whether it provides a solution to a problem or imparts knowledge about a topic to the target audience, will determine sign-ups, attendees, and conversions. Webinars offer a platform to inform the audience about the topic, demonstrate your expertise and promote products and services that can help them.
- Create engaging content– After defining the goals for the webinar, the next important step is to create content that will generate interest, capture the attention of the audience, and convert them into customers. The content and information shared should be engaging and actionable. As reported by ON24, the average viewership for a webinar is 53 minutes, so ensure that the duration of the webinar is 1 hour.
- Promote the upcoming event– To host a webinar that converts, choose the platform that is most relevant to promote the event. Use social media platforms, ads, guest posts, and email campaigns to promote the event. Reminder email can be sent just before the event to have higher conversions.
- Prepare well before the event– Have a dry run of the webinar before the scheduled event to ensure all things work well together. It is important to be comfortable with both the webinar software and the hardware that is required to minimize any issues during the event.
- Conduct a Survey or poll the audience to see who is ready to buy– Conduct a survey and multiple polls during the webinar. It helps in getting the attention of the attendees and prompts them to take action. These polls and surveys provide insights into the needs, interest of the attendees, and help yield a higher response rate than post-webinar surveys.
- Interact with your audience and make the presentation interesting– Take breaks to answer any questions that the audience may have. Implementing surveys is another way to keep them engaged. Ask questions that the audience can respond to know how the webinar is progressing. Build trust and establish yourself as an authority in your niche letting your audience know how well you know your subject matter and the quality services you are selling.
- Make it easy for the audience to buy– It is easy to lose a prospect from converting if the process is not made easy and seamless. People want convenience, be it buying a product or service or subscribing. Not having a call to action can make them think if they want to come back to it later and hence lead to a loss of conversion. Set up a clean landing page for the leads. Ensure the call to action button is clearly visible.
- Add Value– The audience always wants to know the value added to the action they are considering to take. Make it known to them what they stand to gain at the end of the webinar. Create a landing page with the giveaway. Even if the leads aren’t ready to be your customers, keep them coming back for more by providing additional resources and ways to engage. The more value you create, the higher the chances of creating leads into customers.
- Use the email list– A webinar helps in boosting your email list. Email marketing software can be set up to follow up on leads soon after the webinar has ended. You can send out a bonus gift as promised or share the highlights and recording of the webinar. Share testimonials and social proof from customers who have benefited from the product or services with a call to action. Send a quick survey to get feedback on the webinar.
When an online webinar is done right, it can help in generating new leads, inspire new prospects to make a purchase, and engage with those who are still not sure about you. Keep in mind the goal that you want to achieve, the method of delivery, and easy accessibility to the target audience. Use the social platform judiciously to engage with your prospects. Webinars offer a platform to share your expertise and connect with your prospects and customers in a way that benefits both.
