Are you hitting a wall in terms of subscriber engagement? Do you have so much to say, but too little room to say it? Are you looking to super-serve your most loyal subscribers with information that might enhance their user experience? If you’ve answered yes to any of these questions, you should consider adding a webinar to your digital marketing strategy.
It may feel like the web is crowded with webinars, and you’re right. However, the reason so many brands rely on these digital conferences are because they are incredibly effective if done correctly. Webinars compliment your email marketing plan by giving users additional resources to improve their overall experience, similar to guides and reports. But webinars harness even more power because they allow for far-reaching interactivity in real time, allowing users to interrelate via polls, Q&A sessions, online chats, and other responsive tools.
All webinars don’t look the same, though the same basic principles apply if you’re trying to host a memorable and useful conference. Here are the standard rules for webinars that generate strong, qualified leads from immersive marketing content:
Only prepare content that is engaging and helpful for your audience. As mentioned, there are thousands of webinars available to users on the web. Instead of creating the same old thing as many others have done before, put yourself in the shoes of your average subscriber to gather any information around your topic they may not know, or want to learn more about. In hammering out content details, also consider talking points that may encourage more discussion or engagement, as webinars are especially attractive because of interactivity.
Timing is critical to the success of your webinar in two ways. Though it feels like we’re constantly connected to the digital world, it’s vital to recognize that at the other end of your feed are subscribers with real lives. Before settling on a date, look at a calendar to ensure you’re not hosting a webinar on a day where many users are unavailable, such as days before and after holidays, or even big cultural events, like elections or the Super Bowl. It’s also important to consider the length of your webinar. 30-60 minutes is a respectable amount of time to provide content without losing your audience or disrespecting their time.
Generate a robust plan for advertising your webinar. Beyond letting your subscribers know via email, consider sharing information about the event through social media, flyers, and word-of-mouth opportunities. Take it one step further by recording a short video of the host or speakers so viewers can get an idea of who they will be hearing from during the webinar.
Practice makes perfect. Though you may be a total expert in your discussion topic, it’s imperative to rehearse your presentation so it runs effortlessly. This means rehearsing talking points, checking that any technical logistics are running smoothly, and brainstorming answers to potential questions you may be asked. Of course, your webinar should sound natural as opposed to monotone or robotic, so employ friends, family, or colleagues to listen as you refine your professional but conversational presentation.
Always record your webinar. This is especially important for people who couldn’t join when it was live or for re-purposing video content later. Adding past webinars to your website also adds credibility to your brand name and lives as a great education tool for your most eager users.