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Webinars 101: Why They’re Effective and How to Prepare for One

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The word is out: webinars are considered by B2Bs to be among the most effective marketing tactic. In fact, some 62% of marketers use webinars to deliver B2B content marketing, according to the Content Marketing Institute.

So what makes them so effective? Second to face-to-face events, webinars are highly effective at engaging customers on a more personal level. They offer attendees an experience, something that blogs, eBooks or newsletters (while they are informative) simply cannot provide.

Webinars also foster interaction for an extended period of time. For industries like digital marketing, webinars are ideal for taking attendees through strategies step-by-step and for facilitating real-time Q&As that can provide the host with a deeper insight into their target audience. They’re also extremely convenient for all parties involved (free, you can watch from any computer) and allow the host to reach a wide audience. Their digital format also means they can be re-purposed past their broadcast date. Overall, they’re highly effective at bringing in more leads and educating an audience.

Here are some steps to follow to help you launch your webinar:

Get brainstorming

Consider the reasons for your webinar. Is it to host a workshop, launch a new product or service, or to reveal something new about your business? Keep your customers’ problems and potential questions front of mind, and find an angle that can satisfy them.

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Build your content

Create an agenda or outline of what you want to discuss in your webinar and flesh it out from there. Don’t make your slides too text-heavy because this guarantee your attendees will lose their focus. Include graphs, images, video – anything visual that can add to the content you’re relaying. Practice your presentation while going through your slide deck so you can gauge how much time you need to allocate to each section, and factor in any time you might want for a Q&A session.

Build the landing page

Build a landing page that encourages people to sign up and secure their spot at your webinar. It doesn’t need to be overly detailed. Outline the key benefits your attendees will receive and make it clear who your webinar is targeted towards.

Promote your webinar to leads and customers

Send out emails a week before the event, and then send out a reminder email the day before. Always point back to your landing page should there be any last minute registrations. Don’t forget about promoting it on social media and on your own website, either. You might also want to write a short blog post on one of the topics your webinar will be covering, and encourage your readers to register to learn more.

Practice, practice, practice

You want to sound natural when presenting, so go through your content until you feel you sound relaxed and comfortable. Technology can be unpredictable, so practice your webinar from start to finish to check for any technical glitches, and set up a back-up plan should anything fail half-way through your webinar.

Overall, webinars are a cost-effective way of educating your audience, generating leads and building brand awareness. But before you dive into facilitating one, make sure your content aligns with your target audience’s pain points and potential questions, as well as your business’s overall content strategy.

Make sure you reserve your spot at WME’s first ever public webinar this Thursday, 12th May at 11am, where we will be revealing the tools and strategies we use to boost the leads and sales of small and medium-sized businesses. Suitable for any business owner whose webssite isn’t performing as well as it should, or for those who have been disappointed by SEO in the past. Click here to secure your spot.

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By Cassie Chorn


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