If you think marketing webinars seem to be all the rage, but wouldn’t work for you then it is time to think again. Maybe you don’t like webinars you have been on, don’t like technology, or one of a thousand other reasons. If you want to demonstrate you are the 'Go-To' Expert in your niche, and develop your relationship with potential clients, marketing webinars need serious consideration.
This article is part of a series – you might also like to read ‘running webinars (for 10 tips on making them more effective) ‘ and ‘8 tips for promoting webinars‘.
Why do marketing webinars help get clients?
Many professionals are don’t like the idea of hosting their own marketing webinars, thinking they don’t have the skills. You do! What’s more marketing webinars will help you stand out.
- Claiming, or demonstrating: The days of marketing your firm by telling people you are the best xyz at abc, have long gone. When was the last time you believed a simple marketing claim? Anybody can say they are the best, true or not, claims don’t help you grow your firm. Whether you want to become the 'Go-To' Expert in a niche, simply specialise, or be better known, demonstrating your ability rather than claiming it is important.
- Increased competition: Today’s world has more competition and an increased need to be different. Your other piece of uniqueness is you. Your personality is something your clients like and what other new clients will like. Marketing yourself and demonstrating your personality and brand values through marketing webinars makes sense.
- Trust: Helping people trust you is a key step to signing them up, showing them your skills (in a cost effective way), helps.
- Advisory, not compliance. Advisory skills are more trust based and complex than compliance. Providing content rich webinars to your potential (and actual) clients is a great way of marketing your firm, especially for advisory services.
Why are marketing webinars more common now?
As webinar marketing becomes more common, clients are happier to sign up. There are three main reasons for marketing webinars being more common nowadays.
- Technology: Increased bandwidth, technological platforms like YouTube live, GotoWebinar, Zoom, and many others (even Facebook live) mean that it’s easier than ever to speak to many people at once, interact with them and help develop your relationship with them (note, I didn’t say “sell to them”).
- Time: We all suffer from a lack of time, more and more competing offers on our time and people wanting us to travel. Society generally wants to know more before buying as well. So, anything that allows time saving while delivering valuable content is bound to become more popular.
- Client expectations: People want to trust you more before buying your services and they increasingly want to know they are dealing with an expert.Marketing webinars are a great platform to help people see your expertise, and trust you. As such they can be a key part in the buying journey.
What should your marketing webinars contain?
Simple – useful information that demonstrates your expertise in something that they want to know and where you can help them. Choose topics you know your target audience are interested in, and phrase the titles in their language. In that way not only does each webinar sound more interesting, you also have titles on your website (or wherever your booking form is) that search engines will like.
10 tips for planning your webinars.
- Clear aim: What is your objective (one sentence), why would somebody join the webinar (2-3 things they’ll be able to do afterwards). Now test these with some real delegates. Proceed once you’ve got them right.
- 2-3 sections: Don’t try to pack too much into your webinar, or you’ll confuse yourself and the audience. Have two or three sections where (depending on the reasons for them joining you might). Start with a brief introduction (nobody wants you telling them for ages how good you are), remind them what they will learn and why these are important lessons. Now go on to cover each of the 2-3 areas, summarise and deal with questions. It’s the live questions that people find interesting, and you can learn from.
- Advance questions: When promoting the webinar, ask for questions in advance. This will help you gauge your ‘script’ and mean you have some questions to read out and answer at the relevant point in the webinar.
- Question time: Keep asking for questions and flag up that there will be a question time. People may not like asking using their microphone, but you can get really good questions in the text chat. Leave plenty of time for answering the questions, and but have an extra special tip/ piece of information, in case there are not enough questions.
- Selling: Personally I hate webinars with long sales pieces in them. If you are trying to develop relationship and trust with your audience, don’t spend ages selling yourself. A simple free offer/ discussion/ download may be relevant.
- Leave them wanting more. May years ago I was told the first thing to do on the first few dates with a new girlfriend was to be a perfect gentleman. I was told it would have the effect of making them keener. If you show your audience that you know your stuff, have helped them with some great ideas, leave them wanting more………….(so they come back to you).
- Action focus: Give really simple actionable tips throughout the webinar, then end by summarising the tips and sharing best practices. It may be appropriate to have a call to action (although I hate webinars that are just selling vehicles, hence why our marketing webinars have a no selling promise – go on, check them out).
- Contact information: Don’t forget to give them contact information for you and your your speakers.
- Follow up: A recap of the webinar, a link to the recording, a link to a SlideShare presentation of it, or a short white paper. Make it easy for them to remember you and to take action.
- Now follow up again: Ask how they’re doing, add one or two more tips a couple of weeks later. Check they’ve taken action (and remind them you can help if they haven’t taken action).
What would you add, from great marketing webinars you’ve listened to?