2020 has been a challenging year for most people. The COVID-19 pandemic has not only changed the way people live their lives, but also the way we learn and do business. For example, due to the pandemic, many schools and universities moved their lectures online, i.e. introduced virtual classrooms, while some companies only allowed customers to order online. Some of the changes that we have experienced as a result of the pandemic have gradually become part of our daily lives: "Virtual Classes and Meetings" became "Classes and Meetings". Many long-standing detractors of the effectiveness of virtual events are going back and testing it. But regardless, the million dollar question remains: is there user adoption? Will user behavior change as quickly as they embraced the event format as a webinar?
As we await the user verdict, it's clear that Virtual is a lifeline for many event formats, industries, and specific use cases. By removing borders and making the world truly global, virtual events alter experiences and establish new rules and processes. While virtual event models continue to advance in 2021, both traditional planning and newly acquired digital skills will continue to be essential to any event strategy and execution. In this guide, we cover the basics of running compelling webinars and great ways to engage with your prospects in a non-business way.
WHAT IS A WEBINAR?
We will start with the basics. Simply put, a webinar is a seminar organized through a web-based virtual event platform. It is often referred to as a web conference, video conference, webcast, or webinar. Typically, a webinar includes the following participants:
- an organizer– One who is responsible for the ongoing course and execution of the event.
- A moderator or host/speaker of the webinar– The one that addresses the public, presents engaging content and partially broadcasts videos and slides.
- Listeners or webinar attendees– Those who watch and listen to the presentation at will through smart devices such as PC, laptop or smartphone.
ADVANTAGES OF A WEBINAR
Webinars are convenient for both the host and the attendee. With a webinar, all aspects of the event remain the same as an in-person or physical event, the only difference being that a webinar is held online. This event format is best suited for corporate organizers of internal or external meetings such as sales launches, staff meetings, town halls, training programs, educational workshops, investor meetings, product launches, service offerings, and more. Whatever the purpose behind the face-to-face meeting, it can now be conveniently replaced by a webinar meeting. Additionally, a webinar can be a teaching or educational event or meeting that involves audiovisual communication between the host and attendees.
Another great benefit of webinars is the ability to host them at any time and for a global audience. Anyone can attend a webinar without leaving their office or the comfort of their home, or even while on a business trip or vacation. Webinars truly make the world global as they eliminate the need to travel, helping to alleviate health and safety concerns for potential attendees given the current restrictions around the world due to COVID-19.
The third and possibly most important benefit of a webinar is profitability. Traditionally, in offline events or physical meetings, organizers face several challenges, such as: They invest heavily in their marketing strategy, provide security, hire food vendors, and manage physical access to meeting rooms. However, by hosting webinars in virtual venues, hosts are freed from the potentially growing budgets associated with hosting physical meetings and can therefore focus on creating a rich and exciting experience for attendees.
Finally, a rarely mentioned advantage of webinars is the conversion rate of users. For physical events, the attendee conversion rate from interest to final step is typically around 10-15%. However, with virtual meetings, the average conversion rate can be significantly higher due to the convenience factor and cost savings.
In addition to the above benefits of webinars over physical meetings, here's a quick rundown of some other benefits of hosting a webinar:
- It allows the organizer to create a new contact list since each participant is a new and potential customer.
- By registering as a participant, interested parties express their interest in your product range. This turns them into qualified leads, making them easier to nurture and convert.
- This helps to stay ahead of the competition and establish the event organizer as an industry leader.
- It is a great platform to share knowledge, information and promote products in the target market.
- Recorded webinars can serve as valuable content for marketing teams.
- Customer training and onboarding webinars allow you to deliver greater product value.
- Hosting effective webinars can be helpful in increasing brand awareness and defining your brand voice.
DIFFERENT TYPES OF WEBINARS TO HELP YOU REACH YOUR SALES GOALS
Now that we know what a webinar is and the advantages webinars have over physical meetings, it's time to talk about the different types of webinars and how you can use them to achieve your sales goals. First of all, the topic and purpose of a webinar are two main reasons an attendee should consider before registering for the webinar. Regardless, the type of event and the insights gained also play an important role in the decision-making process, as other competitor webinars or even physical events can be organized. With that in mind, let's take a look at the different types of webinars companies are exploring:
Online training or continuing education programs
These are courses or certifications offered by educational institutions that help develop skills in specific areas that will help recipients stay on track professionally or qualify for a new job. This webinar can also help attendees develop useful skills, earn a credit or diploma, or develop a personal interest in the topic.
Employee training and development
These are internal online events or video-based learning programs designed to help employees gain key skills or knowledge to improve employee productivity and performance in their assigned roles. These webinars can often be helpful for employee retention, culture enhancement, and talent development. Consequently, these webinars play a crucial role in ensuring higher profitability.
promotions and product demonstrations
With the advent of online shopping, one of the most profitable ways for marketing and sales professionals is to offer face-to-face product/service information to potential customers or investors through interactive webinars. This type of webinar includes product USP showcase, video demos, customer success stories, offers and discounts that captivate the audience and ensure an exciting shopping journey.
All businesses focus on onboarding their customers after they purchase a product or service in order to make a lasting impression on the customer and ensure future sales to that customer. This type of webinar is hosted by almost every business owner to provide a great user experience, drive adoption, present product case studies, demonstrate product features, and conduct interactive Q&A sessions.
Lead generation activity
This type of webinar is organized with one main goal: to make new contacts. Contacts can be tagged as opt-in or qualified candidates for any company. The purpose of lead generation webinars is to educate potential customers on a business experience through thoughtful content to build credibility during the presentation. Attendees can be tracked after the event and also added to the sales funnel, allowing for faster conversion.
Customer service and retention
attain Sales targets are a challenge in themselves. Also, an essential part of marketing is getting the customer to become loyal to the brand and stay with it for a long time. This type of webinar event is organized to foster customer relationships, update them on new features and developments, answer questions, and present the company as accessible and engaged.
community member engagement
Entrepreneurs often purchase memberships to join a community or association. This type of webinar offers great value over paid membership packages, as there are no additional costs for paying members to attend. These webinars can be helpful in providing continuing education, promoting new listings, and holding buyer-seller meetups to grow the community as a whole.
conference or discussion group
A web conference or panel discussion is a great way to bring together industry professionals with relevant audiences to conduct insight sessions, present case studies, learn from thought leaders, conduct research, and create networking opportunities. This type of event can be a panel discussion with various industry experts or individual speaker sessions to engage the audience.
HOW TO CONDUCT A WEBINAR AND BEST PRACTICES
Now that you know the different types of webinars and their use cases, the next step is to understand how to host webinars that fit your business needs. Here are some tips and steps you can take:
Start by choosing the right theme and format
You need to define the objective of the webinar – this is the foundation of any webinar. Most webinars last between 30 and 60 minutes, so it's important to ask yourself what important insights you can share in an hour or even 30 minutes (or less), as the case may be. You can get inspiration for your webinar topic from other content statistics that drive massive traffic to your website. See what your audience prefers and create an engaging format to inspire attendees to register.
Appoint a moderator or speaker for the webinar
The webinar speaker can be someone who is an experienced presenter, e.g. B. A thought leader who can expound on the topic, keep it interactive and non-commercial, has excellent public speaking skills, has an engaging personality, and can adequately answer audience questions in public.
Strategize and plan content.
With a webinar only lasting an hour or two, content planning plays a crucial role as attendees need to feel engaged throughout the entire event. The presentation can be done by a presenter or it can be a pre-recorded video. In both cases, only 20% of the content should be product promotion, while 80% of the content should be knowledge or networking. You can also add an audience bonus or incentive, run a quiz or survey, engage attendees in case studies, etc. Another approach should be to schedule your webinar event, as it can be difficult to schedule and pick the right day and time. However, some statistics show that the best time to schedule webinars is between Tuesday and Thursday and between 10:00 and 12:00 or between 15:00 and 16:00.
Choose a suitable platform
Depending on the purpose of the webinar and your budget, you can choose from a variety of available platforms. However, the most important feature has to be audience engagement and monetization potential. With over 100 features offered in a virtual event space, you can facilitate online interactions, host and review speaker sessions, broadcast live content, share presentations, distribute free digital flyers, enable audience chat, help in question and answer sessions. , conduct audience surveys, create virtual trade show booths and more.
Based on the pattern of use inpisoWith over 1,000 events hosted, we've found the following features popular with event planners: live and pre-recorded video streaming, cross-device access, instant chat messaging, file sharing capabilities, screen sharing options, customizable virtual backgrounds, meeting rooms, breakout rooms, polling tools, audio and video recording feature, continuous recording, automatic reminders, engagement analytics, and strong customer support.
Promote the webinar to your target audience
To ensure that as many webinar attendees as possible register and attend, start your promotional activities at least 4-6 weeks before the event and build attendance closer to the event date. The disc little by little begins to flow. According to our analysis, registration peaks a few weeks before the event.
Here are 8 ideas that will help you get results and attract a good number of attendees to your event:
- Create an informative website and be sure to add a CTA (call to action) button. You can also add pop-up banners in the sidebar of your landing pages.
- Send a personalized email to invite potential attendees, as studies show that email campaigns drive maximum registration for a web conference.
- Promote the event through social networks. Send timely and engaging posts to channels like LinkedIn, Facebook, and Twitter groups and forums. You can also try paid promotions on these channels to increase the reach of your posts.Use popular platforms for professional event listings likebad 10, where the listing is free and has options for paid promotions.
4. Use popular professional event listing platforms likebad 10, where the listing is free and has options for paid promotions.
5. Invite and collaborate with industry influencers to promote and add value to the event. When they mention your event to their followers, it increases the credibility of your event.
6. Pruebe Google Paid Ads y Retargeting Ads.
7. Announce a series of webinars you plan to hold in the coming months to show that this event is not a one off event.
8. Be sure to promote on-demand webinars, as not everyone can attend the live event. Help people play the replays however they please. Add the recorded version to your post-event website for customers to access.
Okay, so that's the end of our webinar discussion, but there's a lot more in store. We will follow the new trends, until then we will start a webinar. The key is to get started and don't forget to have fun.