A webinar is a meeting held online in real time. It is an internet event which connects small business owners with customers, wherever they may live in Australia (or even the world).
Producing content-rich, high-quality webinars requires effort and time. Yet they can still be a good investment for small businesses. Here are three reasons why.
- Webinars build trust
Webinars enable you to interact with your audience and build rapport. They position you as an authority through addressing concerns or any questions your audience may have. This is how you build trust and credibility.
- Webinars deliver leads
Often people who take the time to register for and watch webinars are looking for meaningful connections with a small business or in-depth information on a subject. This makes leads generated from webinars of higher quality and more responsive.
- Webinars get you in front of customers
Seminars are a great lead-generation tool. However, in-person seminars involve expenses like renting a venue. Webinar are just online seminars: by going from the real world to the online world, you get to cut your costs and expand your audience. Even if the majority of your customers are local, many of them will find it more convenient to do a webinar than a seminar.
How to record successful lead-generating webinars
A little planning for your webinar will help you meet the marketing objectives for your small business. While planning consider the following four things:
- Choose your objectives
This involves understanding the kind of information your audience is seeking, defining what you want to a achieve with your webinar, choosing a topic that will build trust with customers and one that can stay relevant for at least 12 months (more on this later).
- Choose your format
Your goal is to provide value or solve a problem. Choose a webinar format which best suits your purpose. It could be a Q&A, demonstration of a new product or a knowledge-based masterclass where you address problems and offer action steps.
- Choose your software
There are many webinar applications, so it is important to choose the right one. Check out your options and make sure you’re comfortable operating the platform you pick. Popular options include WebinarJam, Zoom, and GoToWebinar.
- Choose your publishing strategy
It is important to create a webinar whose information can stay relevant for a long time. This will allow you to repurpose the recording. You can turn it into blog posts, audio clips, infographics or a SlideShare presentation.
You could even put the webinar on your website using snippets of the content and end with a call to action which sends readers to a landing sign-up page to access the full webinar. There is also the option of emailing the webinar to potential and existing customers as part of a newsletter.
When done right, webinars are great for small business marketing. Just make sure you have a process in place to nurture any relationships you developer through your webinars.