Why B2B Webinars Work: The Guide to Effectively Reaching Your Market Online

Developing an effective business-to-business (or B2B) marketing mix requires careful planning, strategizing, and execution. This is also true for B2B webinars.

Organizations that promote directly to consumers (B2C) only have to convince an individual that their services and products deserve attention. However, successfully marketing to another company (B2B) often means establishing brand recognition and credibility within several job functions and throughout multiple departments.

Fortunately, the return on investment (or ROI) is often well worth the additional efforts. Total quantities purchased in a B2B model often far exceed those in a consumer-based setup as companies often buy in bulk to fulfill large contracts.

Because the sales process in a B2B approach can often prove far more intricate and time consuming than direct selling to consumers, it’s critical to implement a thorough marketing plan that drivers brand recognition and delivers results.

For entrepreneurs in virtually every industry, this means incorporating B2B webinars into corporate online promotional initiatives.

 

Understand the Benefits of B2B Webinars

B2B webinars grant companies an opportunity to target and educate a specific audience on the benefits and advantages of their specific corporate offerings. If you’re not currently utilizing video conferencing to extend the reach and recognition of your brand, it may be time to start.

Using B2B webinars in your marketing strategy offers several invaluable advantages including:

 

Streamlined and Affordable Production

The first thing many entrepreneurs notice when utilizing b2b webinars in their marketing strategies? Just how easy and affordable they are to produce.

In-person meetings definitely bring a distinctive and comprehensive range of advantages; however, coordinating the logistics of a face-to-face appointment can prove challenging at best.

Getting time on everyone’s already-busy schedules can seem an impossible feat. Additionally, live meetings bring with them a relatively expensive price tag, particularly when it comes to travel expenses.

Webinars can quickly minimize costs. Hosts only need webinar software and a few other items to go live at any time and from any place.

 

Connection with a Broader Audience

As already mentioned, in-person meetings and appointments are often highly sought after, but not always possible due to time and expense. Also, face-to-face engagements can have limited audience reach.

B2B webinars instantly eliminate restrictions on how many people you can reach at once.

A single session allows you to connect with as many prospects as you’d like; attendees simply have to log in at an appointed time wherever they’ll have access to a computer.

Not only can you promote your business directly to several organizations at the same time, B2B webinars also allow you to connect with multiple locations of the same company simultaneously to streamline the purchasing decision-making process and ensure everyone receives identical information.

 

Dialogue with Interested Participants

Some marketing resources, such as printed materials and emails, only allow businesses to talk at an audience. Webinars grant a chance to talk with an audience.

During your B2B webinars you’ll be able to pitch your products and create a dialogue with anyone tuning in.

Beyond general discussions, a well-appointed session also offers designated question and answer segments to enhance attendee engagement and participation.

 

New Lead Cultivation

Webinars that focus on a specific topic or industry trend not only boost audience attendance, they also offer a relatively effortless way to generate new leads and prospects within your organization.

As the host of the webinar, you can ask interested guests to register for your event in advance. Customize your registration form to ask for the most relevant lead information such as contact information, job title, and other critical details for follow up at a later date.

Customize Webinar Registration

 

Strengthened Current Partnerships

B2B webinars aren’t only beneficial when cultivating new prospects; this online resource can also be used to nurture and strengthen the professional relationships you already have.

Offering exclusive webinars to existing clients can help you nurture your current partnerships and further develop brand loyalty within your consumer base.

Also, B2B webinars can be used far beyond the sales pitch; many business owners actually use webinars as a powerful resource to train customers on how to use products or even troubleshoot solutions with clients as needed. Your clients will appreciate knowing that they have access to you and your organization whenever they need it.

 

Establish Industry Authority

Many businesses claim industry authority; however, few have the fortitude to prove it on a consistent level.

B2B webinars allow you to do just that; you can host as many webinar as you’d like on a slew of hot industry topics and trends. You’ll have the opportunity to connect with, inform, and educate your audience on what’s up and coming in your designated field, instantly establishing your brand as in-the-know experts. In no time, you’ll become a Thought Leader in your industry.

 

Live Demonstrations

Why simply tell consumers how great your products are when you can use your webinar session to show them. Unlike other marketing materials that only offer static lists and outlines, B2B webinars provide a dynamic forum for live product launches and demonstrations.

Why simply tell customers how great your products are wen you can use your webinar session to show them

Sustainable Marketing Impact

Most importantly, the impact of B2B webinars lasts well beyond the event itself.

B2B webinars can be recorded and filed for use at later dates, allowing your business an opportunity to connect and engage with other businesses in the future without having to regenerate new content.

 

Tips To Reach Your B2B Market Online

Once you’ve made the decision to leverage the power of B2B webinars, it’s critical to create an initiative focused on reaping optimal return on investment.

When developing your webinar, include a few proven tactics to ensure you maximize results and overall impact, such as:

 

Determine Preliminary (But Important) Logistics

The logistics and details are just as vital as the content of your B2B webinars. There are a slew of items to consider when putting together your hosting plan.

  1. Choosing a Topic: First on your details checklist? Picking a topic. What you will discuss will play a major role in generating attendee interest. Think about your targeted audience demographic and select a topic that will solve a relevant problem for them.
  2. Webinar Agenda/Speakers: Now is the time to think about if your webinar will be a solo act, or a group collaboration. Once you’ve zeroed in on the topic you’d like to explore, you should consider whether you’d like to invite guest panelists to participate in your discussion with you. Having guest speakers can add dimension to your presentation, diversity the discussion, and encourage more businesses to tune in to hear what you have to have to offer.
  3. Scheduling Details: You will also want to consider scheduling details during the planning phase. Yes, it’s easy for key members at various companies to tune into a webinar. However, you will still want to think about the best time host your event so as not to overwhelm everyone’s already full daily agendas. Avoid Fridays and Monday sessions whenever possible and consider morning time slots to boost your potential audience turnout.
  4. Webinar Time: Finally, when coordinating the details of your B2B webinars, pay careful attention to length of your overall presentation. Limit your webinar to 60 minutes or less to maintain attention with your guests from start to finish.

 

Create Original Content


Once you’ve decided what you’ll talk about, you’re ready to begin crafting together your marketing message for the masses.

Don’t simply regurgitate old promotional missives and slideshows. Instead, pique interest and maximize impact by creating original, thought-provoking content for your B2B webinars.

Effective B2B webinars seamlessly blends visual and audio components. As you create your event, consider utilizing a combination of compelling graphics, statistics, live product demonstrations, and written slides to deliver a multi-sensory experience to your listeners.

Also, don’t miss out on an opportunity to connect directly with your audience when developing your presentation. Always set aside specific times to host question and answer segments. Knowing that they will have time designated for inquiries will help hold their attention throughout the entire session.

 

Promote Your B2B Webinars

Effectively promoting your upcoming B2B webinars will ensure overall event success.

Many attendees will often signup on the actual day of your session. It’s important to start marketing your efforts early and continue them right up until you go live.

Use all resources available to you including social media pages, email invitations, blogs, and even a registration-landing page specifically designed to log attendees as well as their contact information for future lead follow up.

 

Rehearse Your Delivery

Never go into live B2B webinars without practicing beforehand.

Webinars are user-friendly and intuitive; however, you will still want to go through the hosting process to ensure you know exactly what to do on event day. Additionally, you and any guest speakers you may have will also want to rehearse individual sections of the presentation to gauge duration of event as well as to identify if there are sections that may need some tweaking to ensure you make the best impact possible on listeners.

 

Follow Up

Remember all the leads you collected during the event registration process? It’s important to follow up on every single one of them.

Reach out to every contact (even multiple contacts at the same organization) to keep the conversation going with prospects.

Additionally, following up allows you to connect with businesses contacts may have registered for the event but didn’t have the chance to actually tune in furthering the reach of your online marketing efforts.

 

Repurpose B2B Webinars

Once you’ve hosted your webinar, be sure to file your B2B webinars in an easily accessible location.

As a marketer or sales representative, you are constantly directing new potential customers into your sales funnel.

Recreating relevant B2B webinars with each new prospect can prove a major waste of time and resources. Repurposing recorded webinars as needed to connect with other businesses as a way to maximize results while minimizing expense.

Put easily accessible versions of your demonstration on your social media pages, blog, and website to ensure you get the most mileage possible out of this effectively online marketing tool.

 

Start Hosting!

To facilitate amazing B2B webinars, you’ll need powerful webinar software. BigMarker is a modern webinar platform that offers a full stack of marketing tools to help you maximize your ROI. Start your 14-day free trial today or send us a message if you’d like help getting started.

Resources

http://www.chiefmarketer.com/4-reasons-b2c-marketers-use-webinars-lead-gen/
https://hingemarketing.com/blog/story/why-should-webinars-be-apart-of-your-b2b-content-marketing-strategy

How to Effectively Drive Webinar Registrations and Conversions

If you’re planning to host webinars in the near future, you’re probably pretty excited about their potential. Companies from all over the world and in countless industries have used webinars to increase their reach, build their authority, and, of course, turn viewers into customers.

However, that doesn’t mean you’re guaranteed the result you want. While there are plenty of important parts to virtual presentations, if you don’t know how to drive webinar registrations and conversions, the actual session you host won’t do a whole lot.

A brief primer on webinar registrations

Before we go jumping into the nuts and bolts of driving webinar registrations and conversions, let’s make sure everyone is on the same page about this topic.

After all, if you’re new to webinars and/or marketing, you may not understand why having people register for your webinar is so important. Some have even worried that putting a step like this between viewers and webinars may actually be counterproductive.

Webinar registrations are important because they help you build a target market. Registration data teaches you about the people signing up for your webinar, including how they heard about it.

That’s not all. Webinar registrations provide email addresses, allowing you to contact the audience about new programs and opportunities.

All things considered, you ultimately want to drive conversions. Webinars are great for countless reasons, but if they don’t lead to revenue, what’s the point?

Conversions are ratios of how many webinar attendees become customers. It may not happen immediately and it may take you several programs, but it’s still important to drive this number.

Now that we’ve covered webinar registrations and conversions, let’s move on to talking about how you can increase both.

Understanding the relationship between webinar registrations and conversions

Understanding the relationship between webinar registrations and conversions
On the left we have registrations and on the right we have conversions…but how are they related?

The first thing you need to understand about webinar registrations and conversions is how the two are related.

You might think this is obvious: Without registrations, there cannot be conversions.

That’s true, but it doesn’t tell the whole story. If you only get that far in your understanding of how the two are connected, you’re going to be very disappointed by your webinar’s results.

The people registering for your webinar will have a direct effect on your conversion rate because of the types of people who are registering.

Take this example…

Let’s say you’re a fitness coach and you specialize in coaching men older than 40 in weight loss. In an effort to sell books, courses, and more to clients, you decide to use a webinar where you cover basic topics, answer questions, and engage your audience.

After your webinar, you see that you hardly converted anyone. With a bit more digging, you learn that the vast majority of people actually dropped off early on into the webinar.

What went wrong?

It turns out your registration process set you up to fail. It didn’t mention that you were only focusing on men 40 and older. All you talked about was weight loss, six-pack abs, and easy diet plans. By trying to market to everyone, you ended up converting no one.

That’s an extreme example, but it illustrates how webinar registrations and conversions are related.

With that established, let’s dive into how to drive conversions.

Know your audience and how to target them

know and understand your webinar audience to drive webinar registrations
Different people – different goals and motivations!

Never assume you know everything about your market and your customers. It’s easier than ever before to learn more about them, so it’s worth researching which sites they visit, who they follow on social media, what their goals are, and more.

Truly understanding your audience helps you craft a message that resonates with readers and drives registrations.

At some point, you’ll have a large email list you can use for this heavy lifting, but right now, you may have to rely on ads or social media to promote your webinar.

Use ads to drive webinar registrations

It’s important to know where your audience will be and to craft an ad that will resonate. The more time you spend researching and testing this, the more effective your ads will be.

Video ads are one of the best ways to advertise a webinar and build interest. They give viewers a great idea of what to expect when they join your webinar.

So what kind of first impression should you make?

First, the audio and video must be perfect. This communicates to registrants that they will be able to see and hear the webinar.

Second, presentations must be polished. They don’t need to have expensive graphics and features, but they need to be delivered smoothly, succinctly, and confidently. This conveys that you are a trustworthy expert, and attendees will be more likely to register for future webinars.

Third, your audience should receive compelling information. Ideally, this is actionable advice that they can use right away. If you’re able to give them concrete help in an ad – even if it seems small – they’ll be incentivized to attend your webinar for more information.

Video ads are easy to run on YouTube, but what if your audience prefers Facebook or LinkedIn?

On sites that use static ads, you can redirect your audience to a shorter, teaser ad video on a landing page.

Earn webinar registrations through email

Over time, you’ll grow a reliable email list to attract registrants every time you host a webinar. If your content is always amazing, one email should be enough, right?

Unfortunately, that’s not usually how it works. Webinar experts with great content still struggle to keep attendance high.

To avoid this problem, first and foremost give prospects plenty of time. Instead of emailing them for the first time a few days before the webinar, help them plan for it by announcing it ahead of time.

For best results, use a three-week period when following up with prospects. You can always make it longer, but on average, 91% of registrations happen three weeks before the webinar.

Now, what kind of email are you going to send?

To drive webinar registrations, you will want to mix it up. For example, if you were to send three invitations, you might start with an HTML email, then a plain text email, then an HTML email again.

You should also vary the promotional message you use. It’s important to understand your audience, but in this case, we’re referring to the tone and verbiage. In one message, you might be formal. In another, you might be more personable.

When you create variety in your emails, your recipients can’t predict what you’ll send next. This piques their interest and makes them more likely to register.

Before we move on to conversions, we’ll leave you with one piece of advice about the copy you use to drive webinar registrations: Promise something big.

People take the time to attend webinars because they are looking for something impactful and they believe they will gain something valuable. It is important to give them a sense of certainty that the webinar will change their lives or businesses in an important way.

The art of turning webinar registrations into conversions

improve webinar registrations and conversions
Ramp up your ratios!

As discussed earlier, if you have a strong foundation of webinar registrations, it should be manageable to convert quite a few. This will be especially true if you follow our advice from the previous section and excite people about what you have to offer. They will show up ready to convert before the webinar even begins.

You might be wondering, “What is a good conversion rate?” The truth is that there’s no way of generalizing this number across industries and product lines. All you can do is look at the ratio between registrations and conversions and continuously improve it.

Give an exclusive offer

One way to increase conversions is with an exciting and unexpected offer during your webinar. Even if your goal is to sell at the end of the webinar, it is key to provide exclusive, obligation-free offers. This will excite them and they will want to reciprocate.

It’s important to hype this exclusive freebie. Instead of simply stating the offer, build up to it for a natural yet attention-grabbing moment.

Save the sales pitch for later

Keep the product or service out of the spotlight until the very end. Again, your webinar needs to add value, even if attendees do not convert. Webinar registrations improve when you not only promise value, but you deliver. Failing to deliver, or only delivering after you sell, can negatively impact conversions.

If you jump right into a sales pitch, it’s almost guaranteed that you will sell absolutely nothing. Avoid the sales pitch, and conversions will likely improve.

Use scarcity

Finally, you can use scarcity to your advantage. This is a powerful sales technique, and a webinar is a great time to leverage it.

Scarcity works one of two ways:

  • You can tell your audience that you have a limited quantity, or that you can only accommodate a certain number of people
  • You can make a limited time offer (e.g. After the webinar ends, they have until midnight to convert)

Of course, in order for your webinar marketing to be effective, your audience ultimately needs to be exicted about what you are offering.

Final thoughts

More than anything, each webinar you host is a learning experience. If you knock it out of the park on your first try, that’s amazing! However, don’t be discouraged if that’s not the case. The more you host, the more you learn, and your results are bound to improve.

Even when you see positive registrations and conversions, keep improving. These two components make all the difference, so the better they are, the better your overall results.

Start hosting!

To drive webinar registrations, you’ll first need a webinar software that allows you to design an amazing landing page. BigMarker is a modern webinar platform, offering a full stack of marketing tools that help you capture leads and maximize the impact of your webinars.

Start your 14-day free trial of BigMarker today, or send us a message to get in touch.

 

 

Sources:

https://blog.hubspot.com/marketing/how-to-increase-webinar-registration#sm.000011dwb1h6t8epau77f3bhms60v

https://www.thebalance.com/increase-webinar-registrations-with-landing-pages-2531490

7 Ways to Improve Your Webinars (and Conversion Rate)

Webinar Marketing 101: A Guide To Effectively Use Webinars As Part Of Your Marketing Strategy

Webinar marketing has proven value in virtually any promotional mix.

Still, some modern business owners hesitate to include webinars in their marketing strategies, for a wide range of reasons. Some believe that their current efforts are “good enough” and feel reluctant to change their approach. Others are apprehensive about learning a new technology and fear that they will have an on-air lapse that will derail their presentation. Some may even worry about the presentation itself; they are convinced that they have nothing of value to say.

Fortunately, executives in every industry often discover that their webinar marketing fears are unfounded. From a technology standpoint, partnering with a provider of an innovative and intuitive virtual conference system quickly eliminates the fear of live presentation glitches. Additionally, many professionals are surprised to learn they actually do have a lot to share with their audience.

Whether it’s hosting an online demonstration for a new product, providing a slide deck of recent industry trends, or even just hosting a question and answer session about a current hot topic, there are limitless ways to add value with followers using webinar marketing.

 

Stop Missing Out On Webinar Marketing Benefits

If you are not including webinar marketing in your current promotional approach, you may be missing out on an extensive range of brand-building benefits. Many entrepreneurs and businesses who are late to adopt a webinar marketing strategy quickly realize that their former content marketing strategy really wasn’t enough at all. Just one webinar session can help business owners tap into a wealth of advantages.

Unlike most advertising resources that only provide a marketing monologue (aka – your brand speaking at consumers), webinar marketing opens up ample opportunity for an actual dialogue with your targeted demographic. Not only does webinar hosting grant you a chance to engage with your audience, it also provides a platform for you to inform them. More specifically, webinars are an ideal marketing channel for you to inform your customer base about services, offerings, and topics they actually want to hear about. What else in your promotional mix can do that?

Finally, webinar marketing offers long-term, sustainable brand traction. You and your team get to further your corporate exposure and reach with every hosted session as well as provide a personalized dynamic to your overall brand identity. Your audience gets to put a face and voice to your business name to help you quickly build trust and credibility. An online conference can both generate new leads as well as further nurture current prospects in your pipeline as you move forward towards the ultimate goal of any marketing pursuit – a sale.

Moving Forward With Webinar Marketing In Your Branding Strategy

Once you’ve decided to include webinars in your branding campaigns, it’s important to put together a plan on how you’ll achieve your corporate promotional goals and objectives. Much like other resources in your advertising initiatives, it’s critical to develop a webinar marketing strategy to optimize use and results. When putting together your webinar marketing approach, consider the key steps to success shared in the following paragraphs.

 

Know What You Want To Achieve

Effective webinar marketing begins with detailing exactly what you want to achieve using this medium. Sure, you may have some general ideas about number of listeners, leads, and total conversions; however, it is imperative to outline your promotional purpose as well as how you will accomplish these objectives. Webinars can help achieve several marketing goals, including:

  • New prospects
  • Lead conversion
  • Strengthening of brand identity and overall consumer exposure
  • Establish industry expertise
  • Develop mailing list for advertisements/newsletters

Beyond general objectives, you’ll also want to decide in advance what services/products you want to highlight, what type of promotions and discounts you will offer, and how many deals you’d like to close to develop a concrete tracking method of what works and what may require modification in the future. You’ll also need to decide whether to host live, recorded or automated webinars (or a combination of all three) to deliver your webinar marketing content.

 

Pinpoint The Right Topic

Never underestimate the importance of finding the right topic for discussion. The first rule in determining what you should talk about? Remember it’s not about you; it’s all about your audience. In order to connect with and captivate your listeners, you must zero in on a subject that will intrigue them. Fortunately, you don’t have to unearth the ideal focus area alone. Most business owners simply ask their consumers for input when putting together their webinar marketing presentation. Send a survey to existing and potential customers asking about what they’d like to discuss or learn more about and use it for guidance moving forward.

Remember, you don’t have to talk about everything you find on a survey. In fact, you shouldn’t. Covering too many topics in one webinar marketing session can overwhelm listeners. Stick to one relevant idea where you can establish your industry expertise as well as help your audience solve a related problem to truly add value and solidify their perception of you as a go-to resource.

 

 

Topics for your webinar marketing approach

 

Leverage Partnerships And Affiliations

Another way to rely on others to help boost your webinar marketing results? Invite guest speakers to participate in your events. Leverage the partnerships and affiliations you have to broaden the spectrum and reach of the discussion. Showcasing industry thought leaders as guest speakers during your session will instantly further the breadth of your webinar marketing efforts beyond your existing customer base and help you stretch into other relevant demographics.

Of course, before you can advertise your guest presenters, you will have to convince them to take the gig. When promoting your webinars, be sure to pitch your expected audience size and how your webinar marketing can make an impact on their marketing efforts as well. In short, be ready to sell what’s in it for them.

Even if you don’t yet have an extensive network of industry-innovating partners at the ready, or if you’re working with a small marketing budget, you can still offer guest speakers at your next webinar. Nothing says that a co-speaker has to come from outside of your company. Tap into the wealth of knowledge held by your own staff members by asking them to host various pieces of the webinar. Not only can they keep your audience engaged, having them speak adds another level of familiarity/personalization between your brand and your consumers.

 

Plan Lead Time Wisely

In order to reap maximum results from your webinar marketing, you must strategically plan your lead time to optimize your registration numbers for your upcoming webinars.

As a general rule of thumb, you will not want to wait too long between your webinar announcement and actual webinar date, as it runs the risk of having registrants forget what they signed up for. Whenever possible, allow for two weeks of lead time, especially if it’s your first webinar. Having a longer registration stretch means you can utilize a comprehensive range of resources to market the upcoming event. Consider both free and paid promotional channels to give your event the publicity it deserves.

Planning your lead time wisely also gives you the ability to carefully monitor trends in your signup numbers. Slower registration spans means you will have time to amp up your webinar marketing promotional efforts before game day. Likewise, spotting surges in attendance before the webinar may mean you’ll want to break up the event into separate sessions to accommodate everyone. Remember, when first hosting webinars, initial attendance may seem light. However, don’t let this deter you; as you continue to establish your brand as an authority in your vertical, you should see overall momentum begin to increase.

 

Reward Your Participants

If you do notice a downturn in registrations, consider rewarding guests who have signed up. Offer free perks such as e-books, downloadable materials, and even a link to view the webinar again at a later date. If you have a product line you’re hoping to promote, offer exclusive samples to everyone who registers as further incentive.

You can also run a pre-event contest on your corporate social media pages to cross promote both your conference as well as your brand. Create a fun hashtag for your event and encourage those who register to post on their pages for a chance to win a special gift even before they attend your webinar. These webinar marketing tactics not only makes registrants feel valued, it also increases the odds that they will tell others about your event, driving up attendance numbers for you.

 

Optimize Your Presentation

Yes, shamelessly self-promoting throughout the entire presentation can feel forced (as well as possibly make your audience uncomfortable). However, you should still optimize your presentation materials to make the biggest impact possible on guests.

Include specific brand imaging (both for your and your guest speakers) throughout the webinar marketing materials as a subtle way to remind your audience who you are. Also, always include Q&A segments throughout your presentation for added promotional return on investment. Fielding inquiries from your audience not only keeps them tuned into your webinar, it also provides a more organic, less-contrived opportunity to endorse the value of your services and products to a live audience.

Don’t Miss A Chance To Reconnect

Many webinar hosts do a stellar job connecting with registrant before their event. However, they fail to reengage with them after the session has ended. Your job as marketer doesn’t end with your webinar. Everyone who registers for your webinar should be considered a lead worthy of follow up. Once again, planning is critical to promotional success. You and your team should go through the list of attendees to determine where each person falls in your sales funnel. Are they an existing contact? A new referral from an affiliate? An existing client? Determining the status of every registrant can help you develop a customized webinar marketing approach for next steps.

After you’ve gone through your lead list, work with your team to develop strategies on how you should engage with each prospect.  Forwarding materials, soliciting feedback, promoting future webinars and even directly marketing products and services are all ways to reengage with attendees and help convert them from webinar lead to actual customer.

 

Webinar marketing strategy lead generation

 

Picking the Right Software

Finally, you’ll want to pick a webinar software that will maximize the ROI of your webinar marketing efforts. Luckily, the choice for marketers is easy. BigMarker is the only webinar platform that comes with a complete stack of marketing capabilities that’ll provide robust solutions for your webinar hosting from start-to-finish. To get started, sign up for a 14-day free trial today, or send us a message if you have a question about getting started.

 

 

 

 

 

Sources

https://www.forbes.com/sites/drewhendricks/2015/02/19/5-killer-tips-for-marketing-with-webinars-in-2015/2/#632c0d556139

http://www.business2community.com/digital-marketing/8-reasons-webinar-great-marketing-tool-01042162#yCCJzzSyeggu0xxc.97

 

How to Deliver Effective Marketing Presentations During a Webinar

Effective marketing presentations are the backbone of most companies’ sales force, especially in the B2B world. Organizations rely on these presentations to get their markets excited about the services and/or products they have to offer.

Nowadays, many of these marketing presentations are given over webinars. While these can prove to be very effective mediums, you need to make sure you understand what it takes to make the most of them.

In this article, we’re going to discuss some of the differences between traditional and webinar presentations and also give you lots of tips specific to the latter.

 

Consider the Differences Involved in Hosting a Webinar

When most people are worried about putting together effective marketing presentations, they’re thinking about the kind you do in person.

A webinar is going to be much different. Even if it’s live and you’re allowing people to message in their questions, this is going to be a lot different than an in-person presentation.

Among other things, you won’t get the same kind of feedback you would from an actual audience. Many people simply won’t ask their questions or may save them for later.

If you’ve done presentations in the past, then you may not have too much trouble making this transition. You may simply need to practice as you would when preparing for any other effective marketing presentations, just with someone viewing elsewhere so they can give you feedback.

 

Market Your Webinar to Build Your Audience

Another big difference between traditional marketing presentations and the kind done over webinars has to do with the audience.

Obviously, all effective marketing presentations rely on receptive audiences, but these are much easier to come by with the traditional route.

It involves setting appointments with potential customers – at your venue or theirs – and then putting on the presentation for them. While getting the appointment can sometimes be tricky, once you show up for the presentation, you should most likely have a captive audience.

If you don’t, there are many ways to help rope them in and grab their attention early on before getting to the meat of your presentation.

Unfortunately, this is much harder to do with a webinar.

First of all, you won’t really be setting appointments with people. Instead, you’ll be trying to get them to set the appointment by signing up to attend your webinar.

To do this, you’re going to need to invest in ample marketing. Even once you get someone to sign up, you’ll have to remind them through email to make sure they attend. (Generally, it’s recommended to do this three times, including an email on the day of your presentation.)

Give yourself lots of time for this. Conventional wisdom is that you should spend a month marketing your webinar before you actually go through with it.

 

Make Sure You Focus on Your Audience

All effective marketing presentations are built around the people actually watching them. However, the instinct most people follow is to make it solely about themselves or their product. This is something you must absolutely be sure not to do or your presentation will be lackluster.

People want to hear about themselves. Tuning into your presentation means they’re also interested in your product or service, but keep in mind this is only relative to how it will affect them.

In other words, effective marketing presentations are the ones wherein you’re talking about what your product/service can do for the people on the other side of the screen.

Many successful salespeople understand this as “benefits vs. features.” The latter is what most people talk about. They explain to their audience about all the different bells and whistles their product/service can offer.

While this can work to some degree, it certainly isn’t the hallmark of effective marketing presentations. Instead, you should be explaining the benefits of your product/service. This refers to the effect a certain feature will have on the customer.

For example, if you were selling a new model forklift, you could explain all about its engine, MPG, wheel size, etc. These would be features. On the other hand, you could explain to your audience that this new forklift can do twice as much work as competitor models in half as much time (which is because of the aforementioned features).

Effective marketing presentations focus on the webinar audience

 

Make Sure You Know Your Audience

Along the same lines, be very clear about the types of people you’re going to be speaking to.

This is another example of how effective marketing presentations are different depending on how you’re hosting them. With the traditional version, you generally have a very good idea of whom you’re speaking to because, as we mentioned already, you set up the appointment with them.

When marketing your webinar, you want to do as much as possible to get hyper-specific about the people you’ll be attracting.

That could mean doing different versions of the webinar for different segments of your market. You’d just have to make sure you correctly market these different versions to their appropriate audiences.

If you’re able to understand the type of people on the other side of the screen, you’ll also have a much easier time speaking to their values and focusing on what they want. As we just covered, this will go a long way toward crafting an effective presentation.

Get to the Actual Value Quickly

People who give effective marketing presentations know how to get to the value of their product/service quickly. They understand that their audience will quit paying attention early on if they don’t see a compelling enough reason to keep listening.

There are many ways you can do this, but one of the best is to hit the benefits early. You don’t have to fully explain them right way, just make sure your audience has a reason to pay attention now. They should be interested in finding out more about how it’s possible that your service/product can live up to this promise.

This is even more important to do well when trying to give effective marketing presentations during webinars.

Since your audience isn’t right in front of you, nothing is really keeping them from simply getting up and walking away. They could open up another browser window, jump on their phone or just decide it’s not worth it anymore to listen to your webinar and close out the window altogether.

Just because someone has signed up for your presentation is not a promise they’ll actually attend. And just because they attend is no promise they’re actually going to pay attention or stay.

Don’t take this for granted. Effective marketing presentations work because they get the audience’s attention immediately and keep it.

 

Consider Telling a Story

Another way you can get your audience to sit up and pay attention is with an engaging story.

As humans, we naturally love stories. They can even be quite effective as sales tools.

Just be sure you give people reason to listen. Before beginning the story, give them a hint of what to expect or, once again, make a promise.

“I want to tell you about how I was able to pay off all my debt and become a millionaire in just five years” would be a great way to begin your webinar presentation. It’s certainly a compelling story, but you also told your audience exactly what they have to look forward to by sticking around.

Be careful with stories, though. If your story drags on and on, people may become bored and quit paying attention. Keep the narrative lean and tight.

Also, don’t exaggerate when making your promise. If you get to “The End” and your story was clearly didn’t live up to the hype, why should people keep listening?

Don’t Rely Too Heavily on Your Slides

One reason webinars can make for such effective marketing presentations is because you can use visuals. Slides are often very popular for this. You can display anything from photographs to charts.

However, you need to be careful not to overdo it. Think about how traditional presentations work. They generally involve visuals, too, but the presenter still needs to say plenty.

Visual after visual is going to be boring. This is especially true for graphs and charts where the viewer may have to do a lot of the work to decipher them.

Whenever you use visuals, make sure you add plenty of context through your narrative. This will keep them interesting and ensure your audience pays attention.

 

Make Sure to Include a Call to Action

A call to action (CTA) is how all effective marketing presentations end. That’s because you need to literally tell people what you want them to do next.

This might seem like odd advice. You might think we’re not giving your audience enough credit.

The evidence on this subject is quite clear, though.

When you don’t end with a strong CTA, you risk people simply logging off your webinar page and returning to what they were doing. They may go to your website and look around a bit but not make a purchase like you had hoped.

They might like your webinar but not think to share it because you didn’t bring it up with a CTA.

Again, it might seem odd to get so specific with your audience, especially after you may have spent 30 or more minutes trying to sell them on your product or service. Shouldn’t they know you want them to buy?

Maybe, but why risk it?

Furthermore, you want to make sure they know exactly where to go or click to make sure this happens. Effective marketing presentations that convert don’t leave anything to chance.

 

Record, Edit and Republish It

Now, an advantage you have over “traditional” or in-person marketing presentations is that you can record your webinar and then use it again and again. This is especially good news for people who don’t like getting up in front of people and giving presentations.

To really make the most of these effective marketing presentations, though, you may wish to consider editing them. This could entail anything from sharpening up the audio levels to simply cutting out any dead air or slips you made.

Follow Up with Your Audience

Another reason to love webinars for marketing presentations is because of how easy it is to follow up with your audience. In order to secure access to your program, you should have required that a viewer supply you with their email address.

After your webinar, you can then follow up with them for any number of reasons. It might be to reiterate your CTA after a day or two. You might want to see if anyone has any questions. You could decide to offer them a special deal.

Down the line, if you host another webinar, you can email your former audience members and let them know about your new one coming up. Remember: half the battle involved with effective marketing presentations is making sure people show up, so this can be a huge help.

 

Make Sure You’re Using the Best Possible Tools

While your budget will definitely be a factor here, it’s important that you use the best possible hardware and software for your webinars. You’ll have no shot at creating effective marketing presentations if the people on the other side of the screen can’t hear you or make out your visuals.

The good news is that these important tools are extremely affordable these days. Even the webcams required for webinars can be purchased for less than $100 to $150 (you can spend a lot more, too).

 

Effective Marketing Presentations

Effective marketing presentations are important for the ongoing success of your company, as either a sales tactic or simply a means to increase your company’s mindshare.

Whatever reason you have in mind, if you’re going to be doing these presentations through a webinar, make sure you use the above advice to do so. BigMarker would also be happy to help. Check out our website or send us a message to get in touch.

 

 

 

 

 

 

 

Sources:

http://www.businessknowhow.com/marketing/sales-presentation.htm

https://blog.hubspot.com/marketing/inspiring-slideshare-presentations-for-marketers-list

https://www.entrepreneur.com/article/234832

https://www.customshow.com/marketing-strategy-presentation-ideas-that-work/

http://blog.gotomeeting.co.uk/2017/03/08/a-guide-to-building-effective-marketing-presentations.html

https://www.searchenginejournal.com/winning-webinars-13-tips-producing-effective-webinar/141732/

http://www.wordstream.com/blog/ws/2014/08/26/how-to-do-a-webinar