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

12 Webinar Statistics You Need to Know Before Hosting Your Next Online Event

If you’ve never hosted a webinar before, it can be tough knowing where to start. To help navigate the webinar hosting process, we’ve compiled the 12 most important webinar statistics to know below. These webinar statistics will help guide you through hosting a webinar that attracts attendees and makes them glad they viewed your presentation.

1. Your Webinar Should Be Between 30 and 45 Minutes Long

Before you pick your webinar topic, it’s important to consider the first entry on our list of important webinar statistics: webinar audiences prefer attending webinars that run between 30 and 40 minutes long.

As shown in the above graph, webinar statistics show that 41% of attendees prefer attending 30 minute-long webinars and 44% of attendees prefer webinars to last 45 minutes.

These webinar statistics also show that only 5% of webinar attendees prefer webinars that last just 20 minutes and only 10% want to attend sessions that last one hour.

If you can’t get your webinar to fill at least 30 minutes without adding in filler content, it’s time to rethink your topic. Find one that can easily fill those 30 minutes.

At the same time, if your topic demands more than one hour, these webinar statistics should convince you that it’s best to divide the presentation into two or more parts. This will come with a couple extra challenges, but they’ll be worth it if it means that the length of each webinar fits into this ideal range.

 

2. People Will Only Commit to One Webinar Per Week

The second entry on our list of webinar statistics is all about time commitment. Research shows that people will only commit to attending one webinar per week, which means you cannot be lazy when it comes to organizing and promoting your webinar.

Your targeted webinar attendees may be interested in a number of different types of webinars, not just the ones that have to do with your industry.  Nonetheless, these webinar statistics hold: people only view one a week, on average.

What this means for you is that your webinar isn’t just competing against those from your competitors but all other webinars out there that a viewer could possibly be interested.

Keep this in mind as you put your webinar together. You have all kinds of competition vying for your market’s attention.

 

3. Morning is Best for Hosting Webinars

Next, let’s talk about when you should host a webinar. Conventional wisdom has usually been that it’s best to host webinars in the afternoon (after people are off work so you know they’re free).

Other popular webinar times are around noon or one o’clock, since it’s over the average lunch hour.

However, webinar statistics show that 10 or 11 o’clock in the morning is actually the time people prefer most.

Only about 16% of people like webinars to be scheduled at noon or later. That’s about the same amount of people who would actually prefer 9am.

Webinar statistics prove that the majority of people would actually prefer webinars to be hosted at either 10am or 11am. The latter was the preference of 26% of viewers with 11am being the winner with 32%.

 

4. Tuesdays Are Best for Hosting Webinars

With the above webinar statistics, you now know what time of day to hold your webinar, but how about what day of the week? This is just as important.

Tuesday is the big winner here. However, Wednesday and Thursday were close behind, so any of those three days should be fine.

The clear indicator here seems to be the fact that people want plenty of time to plan around attending webinars. That’s a good sign, though. It means people are taking these programs seriously.

As Monday and Friday tend to be the busiest days of the week (and the ones people are most likely to take vacation days on), it makes sense to avoid them like the plague.

 

5. You Absolutely Must Include a Q&A at the End of Your Webinar

The most lopsided of our webinar statistics is about Q&As. If you’re not already hosting live Q&A sessions at the end of your webinar presentations, it’s time to make a change.

92% of webinar attendees want a live question and answer session at the end of a webinar.

Therefore, you should factor your Q&A sessions into the overall running time of your webinars (per the webinar statistics we covered earlier). Most Q&A sessions are about ten minutes long, but you might find that the sessions typically facilitate are shorter or longer as time goes on. Simply modify the amount of time you leave for your Q&As as necessary.

When you first begin hosting webinars, it can be tough to anticipate the questions you’ll get. In fact, you might not get any questions from your audience at all. Just because they like Q&A sessions doesn’t actually mean they’ll ask questions.

As such, make sure you have a few canned questions planned and ready to go. Treat them like an FAQ, so if no one is asking questions you can simply tell your audience you’ll cover the common ones you usually get. This might also help your viewers think of some of their own.

 

6. Be Passionate and Interesting

Being passionate and interesting is always a good idea, no matter what the context.

That being said, these are still important webinar statistics to look at because they also show what doesn’t work when you’re hosting a webinar.

When people were asked about what engages them most, they reported that visual slides weren’t as engaging as one might assume. Only about 15% said they were engaged by slideshows and other visuals.

The same amount mentioned interactions between speakers and attendees. Therefore, while Q&As are still important to include, don’t spend the majority of your webinar trying to talk to your audience. It turns out that most people don’t care if you do.

Webinar statistics show that 32% of attendees said they felt the most engaged when the webinar host was passionate and energetic. Practice adding as much excitement into your voice as you can muster, as this will keep your attendees happy and engaged throughout your webinars.

Finally (and not surprisingly), interesting and relevant content won the day. Webinar statistics show that 38% of attendees cited this as the thing they engage with the most.

While these might not be shocking webinar statistics, keep this in mind when you’re coming up with a webinar title. As we’ve already covered, headlines are extremely important. Make sure the name of your webinar lets people know it’s going to be interesting and relevant.

 

7. Webinar Statistics Prove You Need to Go Long with Promotion

About 29% of your attendees won’t register for your presentation until the day of the event itself. However, webinar statistics also show that 17% of your attendees will probably sign up more than 15 days before the big day. That’s nearly half of the people who will attend.

Therefore, you need to make sure you have a nice long promotional cycle to attract every potential lead. Use everything from social media posts to blogs to emails to give yourself as much of a chance as possible to let people know about your webinar.

 

8. Send Your Emails Midweek

send webinar emails midweek

Speaking of your emails, midweek is the best possible time to send them out to your potential audience. These webinar statistics almost completely mirror the ones we covered above about when to host your event.

Tuesday is best, but Wednesday and Thursday aren’t bad. Monday actually takes fourth place as, come Friday, people just want to do what it takes to get out the door and enjoy their weekends.

Obviously, Saturday and Sunday are terrible days for promotional emails, much less webinars.

 

9. About a Third of Those Who Sign Up Will Actually Attend Your Webinar

While all of the webinar statistics on this list are important, this is the one that the majority of people tend to fixate on the most. After all, at the end of the day, one of the most important success metrics for a webinar – arguably, the only one that matters – is how many people actually attended.

The ratio of registrants to attendees is surprisingly consistent. While you can always work to improve these webinar statistics for your company, about 35% to 45% is the average.

That’s a very strong number, though, so if that’s where you’re consistently landing, consider your efforts successful and only work to boost them after you’ve optimized other features of your webinar.

If you’re falling below 35%, something is definitely wrong. The other webinar statistics in this article should give you some idea of what has to change so that the number does, too.

 

10. The Average Number of Webinar Attendees Is 148

Another important metric to aim for from our list of webinar statistics is 148. This is the average audience size you should be looking for when you host webinars. If you apply this to the last statistic, you’ll need to have about 500 people register for yours even before you can hope to get roughly 150 people to actually attend. Of course, that’s only if you’re getting a third of your registrants to do so.

Also, if you take out webinars that only had 100 people attend from the survey that produced this statistic, the average jumps all the way up to 392. Therefore, don’t get too comfortable with 149. While that’s a good milestone to hit, there’s clearly plenty of room for improvement you could work toward.

 

11. Record and Replay Your Webinars for Best Results

Everyone is going to have different goals for their webinars. If you’re using it to set up a limited time offer or the webinar comes with a price, it makes sense that you wouldn’t want to replay it in the future.

That being said, 28% of people who watch webinars signed up to do so after registration was over. This number appears to be growing steadily, as well. The takeaway would be that people don’t necessarily care if the event is live or not. It may also speak to a growing on-demand culture that expects things like Netflix and Hulu to deliver content when it’s convenient.

Therefore, consider leaving webinars up for as long as possible to gain increased views. These webinar statistics may also identify the fact that people from all over the world want to watch webinars but can only do so when it’s convenient depending on their time zone.

 

12. The Cost of a Webinar Differs Greatly, but Almost Everyone Is Paying

Finally, it’s become clear that you need to invest money into your webinar. At the very least, it should cost $100 to produce a webinar. However, the average swings from $100 all the way up to $3,000.

If you’re currently not spending a dime and relying solely on free software for your webinars, you’re probably not getting the results you were hoping for.

Everyone’s webinar is going to be a bit different, but you should now have a much better understanding of what yours should probably entail. If you’d like more help putting on a successful webinar, check out BigMarker today.

 

Sources:

https://www.readytalk.com/blog/christine-nguyen/12-webinar-stats-you-need-to-know

http://bizibl.com/marketing/download/2016-webinar-benchmarks-report

https://www.slideshare.net/GoToWebinar/6-webinar-stats-you-should-know

Are Your Webinars Successful? Tracking and Decoding Webinar Metrics

As you probably know, hosting a webinar can benefit your company in a number of ways. However, before you put time and money into these presentations, make sure you know about the following webinar metrics you can use to judge their effectiveness.

Investment ROI

Of all the webinar metrics we’re about to list, this should be one of the most familiar. No matter what kind of business you’re in, everyone knows what ROI (Return on Investment) is and why it’s important.

While ROI can apply to all kinds of investments, we’re putting it on our list of webinar metrics as a reminder because it can be fairly easy to overlook. Depending on your setup, webinars are usually cheap to host. This is especially true if you already own some or all of the required hardware.

Nonetheless, just like anything to do with your business, you need to track what you’re spending to see whether or not you’re making a good investment. Don’t just keep the receipts from the hardware you had to buy, either.

You may also have to account for things like:

  • Webinar software (the cost may be one-time; it may be monthly)
  • The opportunity cost of you taking time out of your day to host or the amount you’re paying an employee
  • Any platforms you used for landing pages, emails, etc.
  • Any ads you used to bring in traffic

There may be all kinds of other costs involved. These should all be tracked and you should also put a system in place to take into consideration any others you add in the future.

Then, you’ll want to compare the amount of money you’ve spent on your webinars up to this point on how many conversions you’re seeing that produce actual customers.

Length of the Webinar

We touched on this to some degree, but the second recommendation on our list of webinar metrics is to track how long your webinar actually goes on for.

The reason we mentioned above was in terms of real or opportunity cost: if you’re taking time out of your day, what’s the cost of that because you’re not doing something else? On the other hand, if you’re paying an employee, what’s the cost to have them host?

However, those aren’t the only reasons to pay attention to how long your webinars are going on for.

Like all webinar metrics, the length of your webinars may influence how effective they are at converting customers.

While it’ll probably never come down to a minute-by-minute analysis, you may learn that a full hour is preferable to just a half hour. As time goes on and you do enough webinars, you might find that, for some topics, your guests are willing to stick around longer than they are for others.

At first, just get a feel for what their general preference is, but look to segment that down at some point, too, for even better insights.

Drop-Off Points

No matter what you have in mind for your webinar in terms of the format, your goals for it, the information you’ll cover, how much you’re investing, etc. you need to make drop-off points one of the webinar metrics you pay attention to.

As the name suggests, this metric refers to when people drop off your webinar. It’s almost always going to happen and a lot of times, there’s little you can do about it.

Nevertheless, you want to keep the number as small as possible and looking back on drop-off points will help you do this.

For example, let’s say you found that people were leaving within the first 10 minutes while you were still doing your introduction and explaining the goal of your webinar. This would be hugely valuable information. Up until that moment, you may have thought your introduction was not just polished and engaging but helpful for the audience, as well.

Now, you would know otherwise and could make adjustments so more people stick around for the rest of the webinar.

Checking for drop-off points can help with everything from knowing which guests are good/bad to which topics your viewers like/hate to even the type of tone they prefer.

The Optimal Time to Host a Webinar

Depending on whom you speak to, the ideal time to put on a webinar is right around noon or sometime after five. Others will tell you that Saturday morning is usually the best.

It’s not that these people are lying. It’s that they most likely all have very different types of clientele.

If you’re hosting a webinar for freelancers, just about any time during the day probably works.

On the other hand, if you’re hoping for attendance from people who work traditional 9-to-5 jobs, you could host your sessions at noon and hope to catch them on their lunch breaks, or wait until after they get home.

The only way to know for sure is to use webinar metrics. Truth be told, you can also find out when your competitors put theirs on and assume they’ve already done their research, but looking into your webinar metrics is probably still best.

Use webinar metrics to schedule webinars

Attendee Feedback

Feedback is extremely important to the success of your webinar for a few reasons.

The obvious one is that all the webinar metrics in the world may not help you with certain points that could use improvement. Maybe you’d be better off explaining certain terms in more detail or ditching a certain segment people are just sitting through to get to the good stuff.

However, feedback is also an important form of engagement. Your webinar metrics may show you a large percentage of your audience stays from the beginning to the end of your presentation. Well, that’s great, right?

Maybe, but maybe people aren’t really paying attention. They might just have it on in the background while they pull up another window and do something else. Or, people might be listening but actually have no idea what you’re talking about.

None of these would bode well for reaching your webinar goals. By keeping track of the amount of feedback you get during and after a webinar (and getting a sense for what these responses are about), you’ll have a much easier time understanding if you’re connecting with your audience or not.

Note: you do, of course, actually have to prompt your audience for feedback and enable that option in your webinars. Otherwise, your webinar metrics may be reporting depressing results simply because your viewers don’t know they can interrupt you.

Polls and Surveys

webinar polls as a webinar metric

These webinar metrics are both versions of feedback, but they deserve their own space here because of the unique insights they can provide.

Recall that a few paragraphs back we mentioned that you’d want to get a sense for what kind of responses you were receiving from your audience.

This can be kind of tough, though. One really nice problem to have would simply be that so many people are attending your webinars that you can’t possibly make a fair assessment of their responses.

Fortunately, surveys and polls not only solve this problem but are two very effective webinar metrics for other reasons, too.

You can use polls and surveys during your webinar to quickly get answers from your audience in a way that will be easy to quickly understand.

Of course, you can also use them afterward to solicit critiques from your viewers.

The great thing about organizing information this way is how easy it then is to view it all from a macro-level. If you keep the same or similar questions going forward, it will be that much easier to compare responses.

Devices Used to Watch Your Webinar

This might seem like a minor piece of data hardly worth the use of webinar metrics, but there’s a lot you could do with this information.

The most obvious is that if you know your audience tends to use smartphones to watch your webinars, you’re going to need larger graphics so they can see them on their smaller screens. In fact, that insight would be worth knowing even if just 10% of your audience preferred smartphones. You don’t want to lose 10% of the audience you worked so hard to bring in, do you?

Conversion Rate

Arguably, one of the most important webinar metrics you need to concern yourself with is conversion rate.

There are three different versions. The first we already talked about at the beginning: it’s knowing how many people attend and then convert into customers.

Aside from knowing the ROI, though, you also want to get a feel for what percentage of the total attendees are converting. Even if your ROI is huge because of low overhead, that doesn’t mean your conversion rate is necessarily where you want it to be.

The second type of conversion rate you want to use webinar metrics to monitor is the number of people who actually attend your webinar after registering for it.

Depending on the industry you work in, that number could easily be as low as 20% and yet would still be considered really good for that field.

You’ll need to figure this out for yourself and then track your ability to lock in people who RSVP.

Of course, the conversion rate of people who come to your site and then go on to sign up for your webinar may be of particular interest, as well. This is the beginning of your marketing funnel, so if it’s not serving its purpose, the rest of your efforts are also going to come up short.

Again, don’t confuse these webinar metrics with ROI. The latter has to do with dollars and cents. These are all about ratios: how many of the whole were you able to get to take a desired action?

Brand Awareness

This is a pretty tough metric to monitor no matter what kind of tools you’re using to increase your company’s brand awareness.

Perhaps the most popular way for many businesses is to watch their social media profiles and look for significant increases following webinars. You’d have to know what a normal increase looks like, but, otherwise, gathering these webinar metrics from across your social media sites could prove very helpful.

The other way you can measure brand awareness is by tracking mentions of your company. You can set up Google Alerts for this or use software specific to social media sites. After all, some people may mention you or your webinar without actually speaking directly to your account.

Again, it can be tough to quantify these incidents in terms of brand awareness. People could be talking about your organization for any number of reasons.

Still, if you’re using webinars to increase your company’s mindshare and build its brand, it’s worth digging into these metrics.

Return Attendees

Earlier, we mentioned conversions and the importance of making sure people are RSVPing and then actually showing up.

Our last example on our list of webinar metrics you should be using has to do with retention. Make sure you’re not just looking at raw numbers when it comes to people showing up to your webinars. You also want to see how many are returning. Not only will that kind of retention cost you less, but those people are probably more likely to become customers, something that may be a major goal of your webinar.

The above information should have made it clear that webinar metrics are vital to your success using this medium, but also that you’re not lacking for options. Someday, you may come up with your own metric unique to the type of industry you’re in or customer you’re after, but for now, the above list should more than suffice.

That being said, if you have any questions about webinar metrics or hosting successful webinars, feel free to get in touch.  Also, if you need a powerful webinar platform to handle your webinar metrics and other webinar hosting endeavors, BigMarker fits the bill. Start your 14-day free trial today!

 

 

 

Sources:

https://www.slideshare.net/WebinarReady/6-key-metrics-that-impact-webinar-peformance62413

http://blog.workcast.com/5-metrics-for-measuring-webinar-success

https://venturebeat.com/2015/09/23/10-key-metrics-to-turn-your-webinars-into-a-super-lead-gen-tool/

https://www.brighttalk.com/webcast/1166/52367/6-key-metrics-that-impact-webinar-performance-before-during-and-after

What’s in a Webinar Title?

A lot goes into hosting a successful webinar. While there are a number of important elements to cover before, during, and after your webinars to ensure success, it’s critical to start with a winning webinar title.

Below, we’re going to cover what you need to know in order to come up with an attractive, high-converting webinar title.

 

Think About Your Audience Before Choosing a Webinar Title

Think About Your People and Webinar Audience Before Choosing a Webinar Title

This might seem like pretty obvious advice. Of course, you want to think about who might be attending your webinar before you come up with its title. That’s why this tip comes first on our list of webinar title advice.

However, let’s dig a bit deeper.

When you understand your market and what they’re looking for, you’ll have more freedom to make the most out of the advice below.

One thing to think about is tone. It has become very popular for people to give the titles of their webinars, blog posts, and other forms of marketing some kind of humorous or witty bend.

This can definitely increase your clicks, but before you do something like this, consider if the tone would be appropriate.

If your webinar is on something like estate planning, dealing with depression, or any other subject that might carry a somber feel, it probably isn’t a good idea to try to inject humor. People might not think you’re taking the topic very seriously or they may simply wonder if you are truly a professional.

Finally, take a look at what your competitors are doing. There’s no shame in trying to improve on what’s clearly working for them.

 

Turn Your Webinar Title into a Provocative Question

No matter what kind of marketing material you’re trying to come up with a title for, asking a question is almost always a sure bet.

For one thing, a question demands an answer. Therefore, by making your webinar title a question, you’re setting yourself up for instant engagement. This doesn’t guarantee someone will sign up, but it ensures that most people will take an extra second because of your title.

For best results, make the question a provocative one.

“How would you like to increase your sales?” is definitely a question that will probably gain decent engagement.

However, a far better one would be, “Would you like to improve your profits by 200%?”

See how that gets the mind going? A provocative question must be specific in order to get the desired reaction.

 

Use a Powerful Verb in Your Webinar Title

Use a Powerful Verb in Your Webinar Title

Rephrasing the above provocative webinar title into a statement would be to say, “Start making 200% more today!”

Obviously, it’s still provocative. It also carries a certain amount of power with it. The title doesn’t just hold a promise. It’s literally telling you to begin doing something.

However, an even more powerful verb would go a long way toward boosting your webinar signups.

“Accelerate your profits by 200%!”

“Boost profits by 200%!”

“Generate 200% more with your business!”

These stronger, more powerful verbs all help get the blood pumping a bit more. This is what you want. Before someone decides to invest time and perhaps even money into your webinar, you’d better get them excited.

Use verbs in your webinar title that will spike their emotions and have them full of anticipation so they can’t wait to get started.

 

Turn Your Webinar Title into a Listicle

If you know anything about writing blogs, you know that “listicles” (list-based forms of content) make for fantastic content. Aside from the fact that they are inherently better for organizing information, the titles tend to outperform others in terms of gaining clicks.

You can leverage the same power by coming up with a webinar title that begins with a number.

Of course, you only want to do this if your webinar will actually follow the same format. However, if you haven’t picked said format yet, it might be worth reorganizing things a bit so your listicle title becomes an accurate choice.

Combine this titling tip with the others from this piece and you will come up with a real powerhouse for your webinar.

 

Don’t Forget to Use Keywords in Your Webinar Title

Use keywords in your webinar title

While we’re not going to take the time to explain the intricacies of SEO (Search Engine Optimization), the following should suffice for a definition: SEO entails a number of different methods that help your site earn traffic by getting better ranks with search engines, especially Google.

Keywords play a big role in SEO. They’re the words or phrases people type into a search engine when they’re looking for something.

For example, if you were car shopping in Miami, you might type, “car dealerships in Miami.”

If you run a car dealership in Miami, that phrase is definitely a keyword you would want Google to associate with your site, so you’d stand a better chance of ending up high on the first page of the search results for it.

Again, we’re not going to get into all the details here, but having a keyword in the title of your content is always helpful. It tells Google that this keyword clearly plays a big role in the content you’ve posted.

Therefore, when you’re trying to come up with a webinar title, consider what your audience might search for to find it. This goes back to understanding your audience.

For best results, use SEO software for this or hire an expert to help you come up with a title based on available keywords you stand a good chance of ranking well for.

 

Make the Outcome Clear in Your Webinar Title

Above, when we were coming up with webinar title ideas about a program that would help viewers boost their profits, we did more than just make it into a question or use powerful verbs.

Those titles would also work because they imply or make an explicit promise to potential viewers.

This is always a good idea. It tells your would-be audience exactly why they should tune in.

Remember: people are busier than ever before. Therefore, even if you’re not charging for your webinar, you still need to convince them that it’s worth setting time aside in their days to tune in.

If you make the title of your webinar something like “The Acme. Co. Webinar”, you’re leaving too much to the imagination. What’s it about? What’s it going to cover? What do I get out of it?

You don’t want to hope that people will simply answer these questions themselves and give you the benefit of the doubt.

Something like “The Acme. Co. Profitability Webinar” is still too vague, though. Sure, people now know you’re probably going to talk about profitability, but that could still cover a wide range of topics.

Going back to what we talked about earlier, it’s also not very provocative or exciting.

You’d do much better with, “Drive Sales Up 200% in 10 Days.”

Now people know exactly what you’re promising. They still need to tune in for the details, of course, but they’ll be far more likely to do so because you’ve made a clear promise: If people join your webinar, they are going to make 200% more sales by the time 10 days go by.

If you want to double-check how well you’re doing with this strategy, try writing one out and asking somebody who knows nothing about your webinar what they think you’re going to deliver. The closer they get to the exact answer, the better you’ve done.

 

Are You Giving The People What They Want?

One last note regarding the outcome you promise in your webinar title: it better be one people would actually want.

This is similar to our recommendation about being provocative, except we’re not referencing style here. We’re talking about the actual substance of your webinar. While that topic is a subject for another blog post, the point is that if it doesn’t sound compelling in a title, it’s not worth going through with the webinar.

If you can’t completely overhaul the topic you’re covering in your webinar, at least do your best to repackage the subject so people can’t wait to reach the goal you’re promising.

 

Can You Make Your Webinar Title Timely?

Sometimes, this simply won’t be possible, so don’t try to force this tactic where it clearly won’t work.

That being said, timely titles almost always do better than those that seem like they could’ve been used at any time.

This is true for a couple of reasons worth exploring.

The first is simply that they do better with keyword research, which we already touched on. If someone looks up a certain recent event and you used it in your webinar title, you now have the chance to win over a new viewer you may have otherwise missed.

The second advantage is that a timely title often seems as though it’s a short-term offer, as fleeting as the event it references.

Even if this isn’t actually the case – perhaps you plan to leave the webinar up indefinitely – it still encourages people to take action when they think they could miss out if they don’t click now.

Again, don’t be sloppy with this method. When it isn’t an option, there’s no point in shoehorning it in.

Furthermore, you don’t want to attract people who would never be interested in the actual subject matter you’re covering.

For example, if you were to use a recent celebrity’s dramatic weight loss in order to pitch a webinar about self-management, goal-attainment, or a nutrition plan that the celebrity didn’t actually use, you might get people to sign up, but they’ll quickly lose interest.

 

Keep Your Webinar Title Nice and Short

Don’t get carried away with your webinar title to the point that people have to spend a good amount of time simply to read the entire thing.

A good webinar title length is between 50 and 70 characters.

While you certainly want to be descriptive, the problem is that most people associate long titles with boredom, which is definitely not how you want them to think about your webinar.

Furthermore, shorter titles are better for search engines and most social media platforms because they won’t be cut off due to length.

Again, descriptive titles are best. You want your potential viewers to understand what they can expect from your presentation. Ideally, they should be excited about this promise, too.

However, once you have an idea for your title, try to pare it down to make it as short as possible without losing its punch.

 

Will Your Brand Name Help Your Webinar Title?

If you have a notable brand, it’s not a bad idea to include it in your title.

People are busier than ever before. A link to your webinar on a social media page or some other site besides your own could be easily overlooked.

However, if your webinar title references the name of your company, you’ll probably have a much easier time getting the attention of your targeted audience.

 

Consider Using A/B Testing to Evaluate Your Webinar Title

A/B Test Webinar Titles

If the above seems a bit overwhelming, rest assured that picking a good title gets easier with practice.

At the same time, one really easy way to “hack” the process is by using A/B testing. While there are a number of platforms you can use to do this, the idea is simple: you test two different titles and see which one gets the most clicks.

For example, you can launch a Facebook ad that uses two or more titles and then see how many of your targeted customers click on them.

It will quickly become obvious which title is the best to use.

Nonetheless, we still recommend using the above advice and practicing your title-writing as much as possible. A/B testing will only be as productive as the quality of your titles.

 

If you’d like help crafting your webinar title, BigMarker is here to help. Contact us today to chat with a webinar expert.

 

 

 

 

Sources:

https://virtualvenues.com/are-your-webinar-titles-falling-flat-create-webinar-titles-that-sing

https://business.brighttalk.com/blog/webinar-titles-neednt-be-boring/

http://wsuccess.typepad.com/webinarblog/2010/07/does-your-webinar-title-work.html

http://info.infiniteconferencing.com/bid/91535/How-to-Attract-Attention-to-Your-Webinar-with-a-Catchy-Title

https://blog.webinara.com/creating-a-webinar-title-5a5722828b42

http://likesup.com/7-ways-to-create-a-seductive-webinar-title/

https://www.koozai.com/blog/content-marketing-seo/10-tips-for-creating-catchy-headlines/

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