Your marketing team is always looking for new ways to attract, attract, and convert new leads.
And as a B2B company, you want to be sure that the leads you bring in are of high quality. That said, you want leads who are informed and ready to get the most out of the product or service you offer.
Obviously, attracting and converting such high quality leads takes more than just a short blog article or social media post. Sure, these methods can lead to some kind of engagement, but from the first time they interact with your brand, you want to really dive deep into your new audience.
This is where webinar marketing comes in.
What is webinar marketing?
Webinar Marketing is the use of Webinars – that is, digital seminars – to attract, attract, train and convert new customers.
The most important thing about webinar marketing is that it is not meant to be a sale. Rather, webinar marketing is about delivering valuable information, wisdom, and insights Empirical knowledge to your audience to help them overcome a common problem or achieve an initial goal.
As you help your audience achieve this fundamental goal through your webinar, you are also preparing them to take the next step in their journey that will require your premium products or services to be achieved. Since you’ve already proven your worth to these prospects, they are more likely to take advantage of your premium offerings.
Conversely, a brand that promotes an entire “webinar” of their products is unlikely to end up even having an audience to sell to.
While every webinar is unique in many ways, all webinars typically include:
- Providing information in a structured manner, usually in the form of direct instructions, demonstrations or discussions
- Provision of multimedia content to complement the lecture or discussion
- Opportunities for interaction or other practical activities by the audience
If your webinars do these three important things well, your business will soon be swimming in high quality leads and prospects. Actually, 73% of B2B marketers agree that webinars come second after live events when it comes to generating high quality leads.
And that really only makes sense. Because webinars are intended for those who have more than a passing interest in a topic, the chances of your webinar attendees becoming paying customers are higher right from the start.
As effective as webinars are at attracting and converting new, high quality prospects, so much noise they need to reduce by today’s standards. As the latest data from Statista shows, more and more B2B companies have adjusted to the webinar in the first months of 2020.
To be clear, it means your webinar marketing initiatives must do more than meet the status quo if you want to see the results above.
In this article, we’re going to cover everything it takes to create an engaging and informative webinar for your target audience and how you can incorporate these initiatives into your overall marketing plan.
Your first step? Choose a topic.
Find the right webinar topic
The topic you choose for your webinar can create or interrupt the campaign from the start. Obviously, choosing a topic that your audience isn’t interested in or that doesn’t interest you is not the way to go.
However, your webinar needs to do more than generate interest from your target audience. As we said before, you really don’t want You want your audience to be full of participants who “just check things out”.
Instead of creating webinars about what your target audience is Interested Create them around topics that your audience is invested in. deliver needKnowing information, not just what is kind knowledge. Otherwise, your audience will just get on with their lives without worrying about your brand’s premium offerings.
So the question is: how do you find out what these are? have to know Topics are?
Ask your current audience what they’d like to know
Your current audience (and even your current customers) are an invaluable resource when it comes to identifying webinar topics to focus on.
For one, they can tell you what they want to learn more about. At the very least, they can provide firsthand information about their goals, the issues they are facing, and anything else that can help you better understand their needs. In return, you can develop webinar content that focuses on those specific areas.
You can collect this information in several ways, such as:
- Survey your social media audience
- Participate in the comments section of your blog posts and social media content
- Request survey responses through your website, email, or chat tools
This way you can even create More Advanced webinars for your current audience that open the door to you additional sales opportunities in the near future.
Additionally, webinars created on these more advanced topics will inherently appeal to more advanced audiences and fewer passers-by. This in turn means a higher conversion chance across the board.
You can also enlist the help of your current audience in developing webinars for real beginners. Here you want to reverse engineer the trips of your current customers with your brand in order to improve these trips for your new customers.
To do this, you want to ask your current customers two important questions:
- What did they wish to know when they were just starting out?
- How could your team have done a better job of getting where they are right now?
Of course, these questions (and their answers) are a bit “harder” and certainly more personal. So you should reserve this approach if you can deal more intensively with your highly loyal followers and delve deeply into the subsequent discussion.
By getting your current customers to brainstorm topics for future webinars, you will ensure that the event you create reaches your target audience as intended. As an added bonus, you will reaffirm the idea in your current audience that you really care about their needs and are ready to do what it takes to make them succeed.
Search social media and the internet for trending topics in your industry
In addition to the information you have asked for You can also collect a lot of data from your audience that already exists also in your branch.
This is where your team will use different ones social listening Tools to monitor trends, ideas, and questions discussed by your audience, your competitors, and other stakeholders in your industry.
Specifically, these tools look for:
- Conversations on specific topics
- Use of certain keyword phrases
- Mentions of your brand or your competitors’ brands
Modern social listening tools leave no stone unturned when you are constantly looking for the information you need, consulting websites, forums and social media channels. In addition, many AI-powered social listening tools are able to uncover New Sources as they arise – providing information and insight to teams that previously went unnoticed.
When collecting data through social listening, it is important to always go beyond what is displayed on paper. Your goal is to put this information in context to better understand what it means, what you can do for your audience, and how your next webinar can help fill that void.
Search existing webinars and do something different
Your Current Content: Your webinars, white papers, blog posts, and more – can also be used as a starting point for your next webinar marketing campaign.
For starters, you can simply choose to repurpose and / or add to the best performing content that you created in the past. For example, you can create a comprehensive webinar based on a blog series that was very interesting for a specific audience segment. Or, you can just update your top three or five best webinars from last year for relevance and accuracy based on more recent information.
You can also check out the information you received from your viewers during and after your past webinars. Any questions, comments, or concerns your audience raise during your webinars will help you identify them Next big thing they want to learn about. In addition, the path they are taking after this Attending your webinar can help you figure out what else you need to add to the content in order to get better response from new audiences in the future.
How to create your webinar content
Once you’ve chosen a topic to focus on, it’s time to start creating your next webinar. Of course, it takes a strategic approach to create a webinar that engages your target audience and brings them closer to the conversion. This means the following:
Create a foundation for your webinar
The prep steps you take when creating your next webinar will put you and your audience on the path to success right from the start.
Before you even get started, you need to be able to answer the following questions:
- Which premium offer are you promoting through this webinar?
- What value will the webinar bring to your audience with or without your premium offering?
- How does the value provided in the webinar prepare you for the successful use of the premium offering?
You also want to define the “need-to-know” information that should be included in a webinar on the topic of your choice.
Here you want to ask yourself:
- What does your audience need to know, understand, or be able to do to truly appreciate the value of your premium offering?
- How can you contextualize the information being presented to present it to your audience?
- Which information do not need to go too deep, at least for now?
It’s worth noting here that your webinar shouldn’t contain so much information that it becomes overwhelming. Remember: the goal is to help your audience solve a problem on a superficial level and lead them to your premium offering. The additional information can come later.
With all this information clear, the optimal format and structure for your webinar should become clear.
Some common webinar formats are:
- Step-by-step or instructional videos
- Product or service demonstrations
- Interviews (either with a member of your team or a third party)
- Case studies
- Live Q&A sessions
You also want to plan how you will deliver the information to your audience. Many of the above formats (e.g. classroom sessions) are suitable for a more sequential rollout, while others (e.g. interviews) may be better suited for open discussion or topic-related conversations.
Finally, it is important to plan audience engagement throughout your webinar. In particular, you want to think about how you can:
- Build trust throughout the webinar
- Keep your audience in the loop at all times
- Encourage your potential customers to take action
While all webinars look at least somewhat unique, they all follow the same general template. This template typically contains the following sections:
- Greeting: The host introduces the topic, the purpose of the webinar and the moderators.
- Prepare the stage: The host explains what the audience will learn, why it is important, and what to do with their new knowledge and / or skills.
- Offer preview: Before diving in, the host gives a sneak peek at what the end of the session has to offer and the value it will bring to the audience.
- Webinar Panel: The “meat” of the webinar.
- Offer and CTA: Repetition of the offer and the value of the offer, as well as what the audience must do to receive it.
- Questions and answers or similar engagement from the audience: Before closing, the moderator will be in touch with the audience to provide more information and assistance – and to gather feedback for future use by the marketing team.
Write and edit your script
Regardless of the format of your webinar, it should follow a script.
In some cases, it’s best to write an entire script from soup to nut (minus any moments intended for audience engagement). Instructions or how-tos are best provided with a specific script to ensure that the correct information is provided, in the correct order, and completely.
In other cases, you might not necessarily have to read from a script, but you should create one anyway. For one, certain parts of the webinar (e.g. the intro, offers, CTAs, etc.) should be developed early to ensure clarity. Second, your full script can serve as a guide to make sure you hit all the key ideas you wanted while also allowing room for flexibility and untimely discussion.
There are a few best practices to follow when creating your script:
First, write with your audience in mind. Think about how they talk and how they expect you to talk to them. Use a personable yet professional tone. That way, you can empathize with your audience while positioning your brand as an authority on the topic at hand.
If you want to target a global audience, make sure the webinar is available in multiple languages if needed. Also, avoid using idioms or other phrases that your international viewers may not be familiar with.
Whether or not you are leaving a script, aim for short, quick sentences. Stick to the important information; Don’t get distracted by discussing topics your audience doesn’t need to know. Remember: you just need to provide enough information so that you can take the next step in conversion. From there they can dig deeper.
With this in mind, you should also break your information down into digestible snippets. This allows the customer a better understanding and better retention of information. It will be easier for your team to convert these smaller snippets into other types of content, which in turn can be used to attract new leads for your webinar.
It is also important to provide evidence and anecdotal evidence for the claims you made in your webinar. Social evidence in the form of customer stories, case studies, and the like can humanize the information you provide as your audience can see themselves in the shoes of your successful customers. All other data that you can provide from your industry will only further solidify your claims.
Finally – and this last step is not optional – you need to read your script aloud, timestamp it, and edit it accordingly. Your main goals are:
- Optimal timing and pace of delivery
- Correct grammar and phrasing
- Clarity and completeness
While creating your webinar script, and especially during this final review phase, it is important that you involve your entire team. For one, the closer you look to your script, the less likely that errors or missteps will be consistently overlooked.
They also generate feedback from different team members with different skills, knowledge and experience. This allows you to optimize your webinar in a way that a single employee may not have thought of.
Develop your presentation slides
Once you’ve solidified the script of your webinar, it’s time to create the slides and associated content for your presentation.
These slides should, of course, be consistent with your script to improve your audience’s understanding of the topics covered. Your slides should therefore convey the most important information for the moment using fast, precise text or powerful, appealing multimedia content.
During your webinar, you will go through a slide rotation for each topic you discuss. In general, this rotation looks like this:
- Slide (or slides) to introduce and preview the upcoming topic
- Several slides discuss specific points within the topic
- Slides summarizing the topic and the importance and importance of this topic
- Slide or slides to move on to the next topic
You will also include slides that align with the introductory phases of your webinar, as well as slides that summarize the session and encourage your audience to take further action.
It is important that each slide focus on a single, laser-specific idea or concept, even if that means using it path more slides than you think you should. This will keep your audience focused and engaged while Your webinar to make sure important information doesn’t slip through your fingers.
Your slides should also reflect the overall tone of the webinar. Be personal yet professional again and give your content the “feel” of your brand. With that in mind, you’ll want to customize the style of your script as well and Slides to those of your presenter. More on that later.
In terms of creative license, it’s best to kick lightly. A creative approach that improved Your audience’s understanding of your content can be huge in terms of engagement and conversions. However, a creative approach that distracts or confuses your audience won’t produce a positive outcome for your customers or Your business.
Promote your webinars
Once you have your webinar fully prepared and ready to present, your next step is to add to your attendance list. Here are some of the most effective ways to promote your next webinar, whether you’re targeting a brand new audience or re-engaging your current customer base.
A “must” for promoting your webinar
No matter who you address, you Got to Create a landing page for every webinar you host.
The landing page of your webinar is the central place your target audience can go to learn all about it and register for it.
However, your landing page should always include:
- The title of the webinar and a short, tagline-like description of the topics to be discussed
- Date and time of your webinar
- Important ways your audience can benefit from attending
- Additional information as required (guest list, social proof, multimedia, etc.)
- Registration form or Conversation chatbot for lead collection
Take a look at the G2 Collection of brilliant landing pages Learn more about using landing pages to convert incoming leads.
Promote webinars to a brand new audience
Ideally, if you want to introduce your webinar to a brand new audience, bring along a shipload of brand new products CustomersYou have to go where they are.
If you go the paid route, you can start by creating advertising campaigns that are aimed at similar or similar target groups. With Google Ads and Facebook Ads, you can easily find potential leads whose personalities, interests, and needs match those of your current audience. From there, you can showcase PPC ads to this new audience to promote your next webinar.
If you want to generate registrations more organically, there are tons of options to choose from.
First and foremost, if your webinar includes guest speakers or partner brands, make sure that everyone is promoting the event on their different channels. This will help pique the interest of the segments of your target audience that intersect with your target customer base.
You can also visit websites, forums, or other online communities related to your industry. Reddit and Quora for example are filled With potential leads looking for help with problems that your webinar specifically solves. Here you can get in direct contact with community members, give simple (yet valuable) advice and ultimately win them over to the landing page of your webinar.
Similarly, search through any communities or hubs on your social media channels that your target audience is likely to be. For example, Facebook and LinkedIn have a variety of forums and groups that you can engage with.
You can also share hashtag content on your various social media channels to promote your webinar. This can help you generate random visibility in front of those who follow certain hashtags related to your industry and webinar.
Finally, consider promoting your webinar on websites (ex TellOnline). Since visitors to these websites are purposely looking for webinars to attend, you can be pretty sure that the registrations you generate using this method will result in a conversion.
Promote webinars for your current audience
The tactic mentioned above can also be used to attract your current audience along with a number of additional options. The point here is to leverage the connections you have already made to get your webinar known to the right viewers. Your website should be your first stop here. In addition to creating a landing page for your on-site webinar, you should also promote the event while your site.
You can do this from the site header, like (EX) here:
Or via popup or exit intent overlay:
Your on-site content – whether gated or not – is also prime real estate for promoting your webinar. This is where you can insert CTAs throughout and at the end of relevant blog posts and other such content. You also have a number of offsite options for webinar advertising.
Remarketing ads can be very extensive for webinar promotions. When you target specific customers who have taken a specific action (e.g., downloaded a white paper, purchased a product, etc.), make sure that your webinar attendees keep looking at your offer.
The strategies already mentioned also apply here when it comes to social media. It’s about finding out where your audience is online and delivering laser-focused value when needed. From there, getting them to sign up for your webinar is a breeze.
Lastly – and perhaps most importantly – you absolutely need to add your webinar to your mailing list. Targeted drip campaigns can help create awareness and anticipation of your upcoming webinar, again focusing on those who are most likely to come into contact with your offering. You can also use email to contact your attendees accordingly.
5 Essential Tips for Improving Webinar Marketing
Before we conclude, let’s go over some universal best practices that you should follow when creating your next webinar marketing campaign.
1. Choose the right tools for maximum effectiveness
The tools you use to develop and present your webinar can essentially determine how the entire event goes – and how your efforts will affect your business. S, it is important that you choose those for whom you are best suited Your Purposes and circumstances.
In terms of actual Webinar softwareyour tool of choice should be:
- Allow you to design your webinars the way you envisioned them
- Make sure your audience can get what they expected from the experience
- Provide reliable analytics and attendance reports to improve your efforts
Some key features to look for here are:
- Live chat
- Polls and polls
It’s also important to make sure your webinar software is integrated with the various other tools in your tech stack. That way, your team can streamline your creative processes and keep everyone on the same page.
With that in mind, you will certainly want to use these other tools to streamline your webinar marketing initiatives. Your tools for communication, visual collaboration, Knowledge management, and more should be a part of your webinar efforts.
Canva, for example, offers Presentation slide templates free.
Don’t skimp on technical hardware. At the very least, you should invest in a good quality headset, microphone, and camera. As you gain experience creating webinars, you can move on to more advanced equipment like green screens, lighting, and dedicated recording room.
2. Use a knowledgeable, charismatic speaker
Read this heading again. Knowledge and Charisma. It’s a package deal when it comes to your webinar host.
Of course, on the knowledgeable side, you want your host to know what they’re talking about. Your webinar should be hosted by someone who knows so a lot about the subject at hand that they can talk about it at length out of time and can do so with confidence.
On the charismatic side, you need to make sure that your host gets your audience’s attention throughout the webinar. As interesting as the content may be, a little humor and excitement injected at the right time will always be appreciated by your audience.
Depending on the format of your webinar, you can now choose to work in-house when looking for a host, or you can look outside. In either case, your host (or hosts) should be the ones known to your audience and / or your industry. This can add a sense of authority to your webinar from the moment you start promoting.
3. Schedule your promotions and webinars for visibility and urgency
Timing is everything in marketing, and webinar marketing is no different. For one thing, you need to know when is the best time to present your webinar.
To find out, you need to examine your data related to audience engagement. It’s a balancing act between figuring out when your target audience is active online and when they have time to attend your webinar.
This is another case in which Just ask your audience can help. Interview your current high quality customers who match the person you are targeting to get an idea of when (day) and Time) people like you would like to attend a webinar.
While making your webinar available for review afterwards, you would much rather see higher numbers during your live show.
In a broader sense, your webinars should be timely to take into account current events and trends in your industry. Je besser Ihr Webinar-Inhalt auf die aktuelle Situation Ihrer Zielgruppe anwendbar ist, desto wahrscheinlicher ist es, dass sie ihn überprüft.
Dies alles geht auf unsere frühere Diskussion über die Ermittlung der Hauptthemen für Ihr nächstes Webinar zurück. Sie möchten Ihr Webinar etwa zwei Wochen im Voraus bewerben. Auf diese Weise haben Sie ausreichend Zeit, um Ihre Zielgruppe über die Veranstaltung zu informieren, sie über die zu erwartenden Ereignisse zu informieren und sie für die Teilnahme zu begeistern.
Trotzdem nicht Über-fördern Sie die Veranstaltung bis zum Erbrechen an Ihr Publikum. Wenn sie es satt haben, von Ihrem bevorstehenden Webinar zu hören, auch von denen, die sind Interessierte könnten zweimal darüber nachdenken.
4. Test, Test, Test
Da Sie Ihr Webinar einem Live-Publikum präsentieren, gibt es keinen Raum für Fehler.
Sie sollten jedoch von Anfang bis Ende einen Probelauf der Veranstaltung durchführen, um sicherzustellen, dass alles nach Plan verläuft. Es gibt eine Reihe von Dingen, auf die Sie achten müssen, wenn Sie diesen Trockenlauf durchlaufen.
Stellen Sie zunächst sicher, dass alle beteiligten Teammitglieder jederzeit genau wissen, wofür sie verantwortlich sind. Eine übersehene Aufgabe oder verpasste Aufgabe kann Ihr Live-Webinar leicht aus der Bahn werfen, was dazu führt, dass Ihr Publikum sofort das Interesse verliert.
Lassen Sie Ihr Team auch die Qualität der im Webinar präsentierten Informationen bewerten. Während Sie viel Zeit damit verbracht haben, das Skript und den zugehörigen Inhalt zu erstellen, ist dies Ihre letzte Chance, etwas hinzuzufügen, zu entfernen oder auf andere Weise zu verbessern, bevor Sie live gehen.
Es ist auch wichtig sicherzustellen, dass die Geräte, Software und andere Technologien, die Sie verwenden, wie geplant funktionieren. Selbst ein kleiner technischer Fehler, der bei der Live-Übertragung auftritt, kann Ihr Webinar entgleisen lassen und Ihr Publikum dazu veranlassen, zweimal darüber nachzudenken, sich weiter mit Ihrer Marke zu beschäftigen.
Dieser Übungsdurchlauf sollte ein exactly Nachbildung dessen, was Sie sich von Ihrem Live-Event erhoffen. So verlockend es auch sein mag, Teile des Prozesses zu beschönigen, die unkompliziert erscheinen, ein übersehenes Problem während Ihres Trockenlaufs führt zu großen Problemen während der realen Sache.
5. Analysieren, bewerten und verbessern Sie Ihre Prozesse
Sobald Sie Ihr Webinar vollständig präsentiert haben, sollte sich Ihr Fokus auf die Bewertung der Auswirkungen der Gesamtkampagne verlagern.
Auf Makroebene möchten Sie wissen, ob die Veranstaltung das erhoffte Interesse, die Teilnahme und das Engagement geweckt hat. Darüber hinaus werden Sie untersuchen, wie Ihre Anwesenheits- und Engagement-Kennzahlen mit den tatsächlichen Conversions korrelieren. Grundsätzlich möchten Sie wissen, dass Ihr Publikum das Webinar als wertvoll empfunden hat and dass es sie anspornte, mehr Geschäfte mit Ihrem Unternehmen zu machen.
Auf einer detaillierteren Ebene ist es wichtig zu wissen, wann und warum das Interesse und das Engagement des Publikums während des Webinars schwankten. Beachten Sie, was während dieser Schwankungen passiert ist, um Ihr Verständnis für die Bedürfnisse und Erwartungen Ihres Publikums sowie für deren Bedürfnisse weiter zu festigen Not müssen von Ihrem Team hören.
Das übergeordnete Ziel besteht natürlich darin, alle Bereiche Ihrer Webinar-Marketingprozesse laserorientiert zu verbessern.
Einige Beispiele für Verbesserungen:
- Suche nach relevanteren und wichtigeren Themen zum Erstellen von Webinaren
- Bewerben Sie Ihre Webinare effektiver für verschiedene Zielgruppensegmente
- In Ihren Webinaren können Sie mehr Interaktivität und Publikumsbindung erzielen
Um klar zu sein, wird es always Seien Sie etwas, das Sie bei Ihrer nächsten Webinar-Kampagne verbessern können. Wenn Sie einen objektiven und umfassenden Blick auf den Verlauf Ihrer vergangenen Ereignisse werfen, wissen Sie immer, wo Sie Ihre Energie in Zukunft konzentrieren müssen.
Bereit für Ihre nächste Webinar-Marketingkampagne?
Webinar-Marketing ist eines von das Die effektivsten Möglichkeiten, um neues und gesteigertes Geschäft für Ihr B2B-Unternehmen zu generieren.
Während erhöhte Conversions Ihr oberstes internes Ziel sind, sollte Ihr Hauptaugenmerk immer darauf liegen, Ihrer Zielgruppe äußerst informative und hilfreiche Webinare zu präsentieren. Auf diese Weise bereiten Sie sie auf den nächsten großen Schritt auf ihrem Weg zum Erfolg vor – und gewinnen dabei wahrscheinlich einen treuen Kunden.