How to Create & Host a Webinar to Market Your Small Business
April 19, 2018
April 19, 2018
Webinars are a powerful content marketing tactic, playing invaluable roles in both the evaluation and conversion stages of the marketing funnel. A small upfront investment in good quality recording hardware and software along with well-crafted content makes it simple to create webinars that educate potential leads and build loyalty among current clients. In fact, research shows that upwards of 40 percent of webinar attendees converted into qualified leads. Now is as good of a time as any to learn how to host a webinar to market your small business.
Establish Learning Objectives
What topics can you passionately and expertly discuss for about an hour? It is within these subject that you will find the pieces of information you want to pass along to your webinar attendees. To ascertain what people are interested in, look at the analytics for your website, blog, and social media. If users clicked through to and spent several minutes on a specific page, you webinar should focus on that topic.
For instance, an accounting firm publishes a blog post about new tax laws that received a lot of traffic. Therefore, it would make sense to build on this topic with a webinar. So, the accountant would figure out the important points about new tax laws that webinar attendees need to know.
Determine the Solution
Once you’ve selected a topic, you must figure out how you are going entice people to attend your webinar. You will do this by offering a solution to an actual pain point your audience experiences regularly.
Returning to the accounting firm example, the firm has determined that new tax laws are a hot topic. They’ve decided to host a webinar on this topic to show their audience how to easily prepare to file taxes in the coming year. Everyone stresses about having all of the necessary paperwork to file taxes and with so many already interested in the new tax laws this webinar would attract many attendees, if marketed properly.
Your webinar should include more than you speaking over PowerPoint slides. Support materials engage users throughout the webinar while sending them away with a helpful tool that reminds them of your brand later. For example, integrating a poll into the beginning of your webinar allows you to learn a lot about your audience while getting them to engage with you in real-time. Also, worksheets to refer back to at a different time keep them focused on your company and the solutions you offer.
The accounting firm could host a quick quiz to gauge people’s knowledge about the new laws in relation to filing taxes. At the end of the webinar, there could be a downloadable checklist of everything attendees need to file taxes with ease.
Now it’s time to create the content for your webinar. This includes writing any scripts, graphics, and slides needed to convey the topic you are presenting. Keep in mind that your presentation should be an hour-long at the most, so keep it short and sweet. Find unique and fun ways to communicate the most vital tidbits to increase how much webinar attendees remember. Depending on the number of attendees, you may want to leave some time at the end for a Q&A to allow people to get their burning questions answered.
Data indicates that users are more inclined to attend a webinar if it is hosted on a Tuesday. Of course, everyone has different schedules but find a time that works best for your audience. Depending on your industry, times and days may vary. Our example accounting firm might find that users are at work on Tuesday mornings and have more time in the evenings to watch a webinar.
The success of a webinar hinges on how many people participate. Spread the word about your webinar via email and social media marketing. Build a dedicated registration page for users so you can capture their contact information and follow up with them afterward.
Once you’ve hosted your webinar, look at the numbers. How many people attended? Were they there for the whole webinar? Did they download the support materials you provided? Did people watch the webinar have the live broadcast? Also, consider sending an email out to attendees asking for feedback.
Learn and Do It All Over Again
You created and hosted a webinar. You gathered crucial information about your audience. Learn from the analytics you reviewed and improve your practices for the next webinar you host. The more webinars you host, the better you’ll get at doing it and the more people will attend, and engage.
A small business can accomplish so much with a good webinar. Interested in finding out how to create a webinar to use as a lead magnet? Download our free eBook now.