COVID-19 has impacted the marketing environment in several ways, but it has also paved the way for new opportunities, such as the rise in webinars as a marketing tool.
With conferences, events, and other face-to-face interactions getting canceled, companies are increasingly leveraging webinars to generate leads and meet their business objectives. Webinars are an interactive medium that lets you deliver valuable content to your audience while establishing credibility.
While many are waking up to webinars now, it’s interesting to note that 61% of marketers have already been using webinars as a content marketing tactic.
From educating people about your new product and offering solutions to establishing yourself as an expert and building relationships, there’s a lot you can achieve through successful webinars.
That’s not all: you’re likely to attract leads with high intent because when people register for your webinar, it indicates that they are genuinely interested in what you have to say and consider it worth their time.
So, let’s take a look at how you can run a successful webinar that captures leads.
Select a relevant topic
You need to pick an interesting and relevant webinar topic that will interest your audience. Creating a webinar takes a lot more time and effort than other marketing strategies, like writing a blog post. In order to get quality returns on that effort, you need to decide on a strong topic.
The idea is to identify a problem your customers are facing and use the webinar to offer solutions. You need to identify which stage of the sales funnel you are creating this webinar for, while ensuring it’s in line with your target audience’s needs.
Start by looking into your content repository—take a look at well-performing blog posts that saw considerable traffic or interaction. If you’ve created an eBook, see if you can repurpose some parts and turn them into a webinar.
In addition to that, use Google Trends to understand what’s trending and being commonly searched in your niche. For instance, in the midst of COVID-19, many companies are hosting webinars addressing this crisis in relation to their line of business.
Prepare valuable content
Once you narrow down on the topic, the next step is to choose the webinar format that will do justice to the topic and your business. These are some popular webinar formats:
Interviews or panel discussions
Training and workshops
Regardless of the format you pick, it’s imperative to prepare compelling webinar content that will keep your audience invested.
You want to keep it focused on a specific challenge instead of overwhelming viewers with an avalanche of information. Apart from delivering valuable content, you need to make it engaging and easy to digest. Give them a reason to want to connect with you after viewing the webinar.
Start by creating an outline and enlisting everything you wish to cover in those 45 to 60 minutes. Working on an outline gives your webinar a logical structure while ensuring you transition smoothly from one point to theContinue reading