Are you not finding attendees for your webinars?
Join our free webinar on “xxxxx”!!!!!!
I bet you must have received such messages and you must have found that annoying sometimes.
Yes, in the recent time these kind of messages have commonly appeared on everywhere on the internet and even on your mobile messaging apps.
Since COVID-19 outbreak and subsequent lockdown many brands and organizations have taken the route of online webinars to engage with their customers because of ban on physical meetings.
These webinars have initially worked for many but slowly this arena has become crowded and customer started to stay out of this.
This doesn’t mean that conducting webinars are not successfull anymore.
The fault lies in the methods followed by the webinar organizers. These methods include basic research, need, targeting and execution.
I have conducted more than 10 webinars in the last one month and addressed more than 10,000 audiences in my webinars.
If you follow these basic guidelines or steps before jumping into the idea of announcing the webinar it will yield you great results.
Step 1: Identify your goals
This has to be your starting point for any marketing campaign not just for webinars.
Ask yourself why do you want to do the webinars for your customers? Your answers can be anyone of the following;
- Lead generation
If you are aiming to build your sales funnel then webinars are gold mine. You will get great amount of leads which you can put in to you sales funnel and nurture them over a period and achieve your end goals.
This is the most difficult goal to achieve through webinar but it is not impossible. If you have a huge customer base then you can invite them for a free webinar and offer them some great content and pitch your product in the end with a limited deal.
- Product launch
This type of goal applies to established brand to target their existing customer base by showing them their new product. A presentation and live demo of your software or new app will become easy by doing a webinar.
If you are less concerned about the first three goals then you can do webinars to amplify your brand presence and grow your customers loyalty by offering free content through webinars.
You must remember that you can’t have more than one goal for your webinar. The remaining goals will follow as a result of successful webinars.
Step 2: Choosing content for the webinar
Content is the king!. You would agree with me on this tagline. Therefore, the selection of the topic of the webinar is very important.
Imagine you have a great product and customers base but you dont care find the needs of your customer and go ahead with a webinar then chances of failing are higher.
The person who fails to plan, plans his failure!
There are several ways to examine the needs of customers. I would state few of them which are essential for doing research before doing the webinar.
- Running polls and asking questions on social media is the best way to gauge the needs
- Research for topics on platforms like Quora and Answer the public
- Google keyword research is the easiest means to find what customers are searching the internet
Step 4: Essential Webinar Tools
Once you have done the above two steps then you should make a checklist of tools you will need to execute the webinars.
There are many free tools out in the internet which you can use for organizing webinars.
The tools should be divided into varoius segements according to their use
- Initation: Designing tools (eg. Canva, Pixabay), registration forms (Google Forms), and email marketing tool (mailchimp)
- Implementation: Meeting platforms (Zoom, WebEx, Google Meet and GoTo Meeting)
- Follow up
In the initiation stage, you would be needing a designing tool for creating the ad for your webinar. You can use free version of Canva for desiging creatives and if you want to use images then you can find it for free on Pixabay.
Once you are ready with the ad creative then you must create a registration form to capture contact information of your customers using Google forms or any other sign up form.
I have asked as many questions and particular of my customers which has helped me to study and research their behaviour. I have included questions like their phone number, social media platform they visit and source of information about webinar etc.
You can check out this form to get an idea how deeply I went ahead in asking about my audience. Some of the meeting platform provide option for uploading contacts to send email inviations for registrations
For sending out invitations to your audience, you can use free trial of mailchimp.
In the implmentation stage, you will be identifying the meeting platforms for conducting the webinars. There are several meeting platforms and most of them have a decent free version available which you can use for testing before taking the decision.
I have used WebEx meetings and it has delivered fair performance so far. I would not rate it as the top meeting platform in terms of the user experience.
There are secondary tools which you can explore to add into your webinars such as Slido for Q&A and Krisp for enhancing audio quality.
The final stage of the webinar process is the follow up stage. If you are at this stage then it means you that you have completed your live webinar and now it is time to scale the whole activity.
You had great number of registeration and delivered a superb webinar to the live audience. It’s to show the world and to those who have not attended your webinar despite of registeration.
Tell them what they have missed and show them what the audience have gained. Use the metrics and feedback of the webinar to explain the value which you have delivered in the webinar.
You can send upload the webinar recording and share it with your audience on social media and email it to your subscribers. This will act as proof of your webinar quality and those who have missed will attend your next webinar
As a bonus, you can also include lucky draw and quiz for the webinar attendees. In order to ensure your audience are joining the webinar on time, you can announce a prize for the first 10 attendees.
A quiz will work as a great follow up marketing campaign after the webinar, you can publish the names of the winners on your social page and get more visibility.
I hope by following these guidelines you will be able to conduct your webinars successfully.
If you are going to use these ideas then please share the results and also any ideas which you have already tested in your webinars.