How do webinars work? Beginner's Guide to Webinar Marketing

Even though webinars have been around for a long time, with the ever-increasing popularity of video content in marketing, web presentations are the way to go.

If you're new to webinar marketing, read on and discover what webinars are, their main benefits and how to create them.

What's a webinar?

Webinars (webinars) are video presentations, workshops or conferences hosted online. They are generally business related and allow you to share your knowledge with virtually anyone in the world.

Web Presentations are a highly interactive form of marketing and can be used as a tactic to build relationships or authority. But the possibilities are endless. You can even use webinars for internal team meetings if you are part of a remote team.

Planning a webinar is so much easier than organizing a seminar or conference in real life. Mainly because you do not need a large room to accommodate a large number of participants. You can invite people from all over the world and if they can not participate live, you can record the webinar and send them the recording later.

What are the benefits of a webinar?

You now know what webinars are. But why did you need webinars?

Here are the main reasons why you should hold a webinar:

First, they help you build a list. Each registered person is a new contact in your database.
Online seminars establish you as an expert, reliable and reliable source of information in your area. They allow you to share your expertise with your target market. You can personally bring solutions to their problems, which can dispel their doubts about your product.
If you save your webinars, they will serve you valuable content that you can share with your audience later.
By signing up, people show interest in what you offer – they become qualified prospects, making it easier to maintain and convert.
They can help you train and hire new employees in a "fun" way – it's always better to explain important problems by talking, not by writing long text.
Each Web Seminar you organize offers you many branding opportunities. With webinars, you build brand awareness and make it heard.

Michael Leszczynski, director of content marketing at GetResponse, said:

Here at GetResponse, webinars play an important role, not just because we provide webinar software. We use them to integrate new customers, support our product launches and establish authority when we invite world-class experts.

We also use them internally to integrate and train our new employees who join our remote offices. They have been very useful for sharing knowledge, especially because you can save and reuse content later.

Types of Webinars

There are many types of web seminars that you can use to achieve specific goals or to adapt to the needs of your audience and your business. Here are some of the most popular types of content and techniques you can use during videoconferencing and planning your webinar marketing strategy. Follow them, these are the most popular types of webinars categorized according to the goals you can reach with them.

Types of webinar content

If your webinar aims to educate your audience, the web presentation itself must provide visual educational elements, and the easiest way to do this is to present what you want to convey in slides. of presentation.

Here's how we do it with GetResponse webinars:

Quick Tip: The first slide of your presentation should contain all important "technical" information – how long the webinar will last, how much it will be recorded and sent to participants, as well as the program of the video seminar.

Creating a web-based live video seminar is very useful if you want to establish closer relationships with your customers or hold a team meeting. It's very personal and you can show the "human side" of your business in a professional way. This type of web-based software could also be useful if you are making a video presentation of a physical product.

When organizing a webinar, your audience can use the chat option to ask questions or answer your questions. It builds the relationship between you and your authority when you provide answers to their problems in real time. People who feel valued by you reinforce the link and create a connection that prevents customers from coming back to you.

You can use the table to better visualize more complex topics. By drawing on graphs, images or drawing various concepts from scratch, you can help your audience follow your thought process.

GetResponse Webinar Using Whiteboard Mode

Tip: While explaining the concepts on the whiteboards during the web conference, feel free to collaborate 1945

If you need to make an online presentation on a specific topic more than once – or maybe even do it regularly – you can use a pre – recorded webinar. This option is also useful if you are hosting a webinar with a guest who can not schedule a meeting at the time that best suits your audience.

Once your presentation is neat, just click the play button once the webinar is launched. To make sure that the video presentation is personal and that your audience is happy with the experience, you can chat and answer their questions live for the duration of the pre-recorded webinar.

This is a common practice among SaaS companies that need to regularly hold product training webinars for their new customers.

When your subject requires a step-by-step demonstration of software use or online, there is no better way to do it than to share your desktop. Participants will be able to see exactly what you are doing and to follow. This format is particularly useful for integrating new users into your software.

You can also use screen sharing if you have created your presentation in a non-standard way, for example using Prezi. Since these slides are not slide-based, the best way to present them is to share your screen with your audience.

The same applies if, instead of using a presentation, you share multiple applications or files such as spreadsheets. Rather than taking screenshots and adding them to your presentation, you can share your desktop and navigate freely between different applications.

A survey tool is a tool that will provide you and your audience with statistics and information that are not available anywhere else. You can set it to be anonymous or public.

Types of webinars for different purposes

1. Education

If you want to educate your audience in the field for which you are an expert, webinars are one of the most effective ways to do this. To hold an educational webinar, it's best to use well-prepared slides or a whiteboard video because it uses the visual features of webinars.

Also, do not be afraid to ask external experts to collaborate with you!

2. Webinars on Products

When you have an excellent product to present to a large number of people, send your usual party goers to webinar attendees. You can give them a detailed presentation, including every detail, by answering their questions. While hosting a product webinar, you educate attendees and focus on your product. You can feed your prospects, or even convert them into real customers, by making a sale. This allows you to gather critical feedback on your product or tool.

3. Integrated user

If your company offers software, you will benefit more from a webinar user integration. Make sure the learning curve is as flexible as possible by inviting new users to participate in a regularly scheduled webinar for beginners, for example once a month. Run a webinar user integration with the help of a screen sharing option.

4. Employee Training and Team Meetings

Of course, running webinars for conversion is good for your business. But this should not prevent you from using webinars for team meetings and training your employees when you have a remote team, or a team too big to fit together in a room.

5. Lead Generation and Listing

When promoting your webinar on different channels, focus on someone you want to attract. When they register, they will trust you with their email address, this is the starting point. You'll get interesting and interesting leads with which you can track, and you'll help them convert them later. You can also arrange free and paid webinars with the help of marketing funnels.

6. Retention and maintenance of customers

While organizing inspiring webinars may be useful for attracting new people to your brand, it is equally useful for retaining existing customers. The personal relationship you develop along the way is the key to bringing them back. With such webinars, they can track your new products and ads. It's also a great opportunity for your customers to ask important questions when you're more accessible than ever before.

How to organize a webinar and its best practices

If you want to start creating webinars, here are some tips and steps for the webinar.

1. Choose the right subject, title and format

First, think about what the purpose of your webinar will be.

Is it to generate leads, expand your list, sell a product or integrate new users?

Then decide on the subject. What is the most important knowledge you can share with people in about an hour? If you're looking for inspiration for the content of your webinar, you can check your other content's statistics to see what's driving traffic to your site and what's most appealing to your audience. This step will certainly ensure greater commitment.

Do not forget to be precise. This helps users understand what they are signing up for and also helps you in the SEO of your landing page. Consider naming it with a question, for example, "How to make a webinar sale? Free webinar with * an industry influencer * '. Indicate it, whether it's a webinar for novices or experts. This will save you a lot of negative opinions such as "I already knew it" and "It was too complicated; I need to know the basics first. "

Once you've decided on the subject, choose a format that's right for your webinar.

2. Choose presenters and the team

When preparing a webinar, you will need to choose a qualified facilitator. He should be a person who knows the subject well, who is not afraid to speak in public and answer difficult questions, who has a good charisma and who is at least a little away from stress. Of course, your webinar may have multiple presenters.

You can then choose an assistant, who could handle the chat and eventually answer some of the audience's questions while the speaker continues his presentation.

After finding the right people to create the webinar content, you can also ask someone (or a few people) to take care of the technical side of your webinar (make sure the internet connection is solid and correct). can be heard and, if necessary, seen)

3. Plan the content

Planning is crucial if you want to create an online seminar that engages end-to-end.

Webinars that involve presenters analyzing chaotic topics and stumbling are not the best and most memorable. If you plan your webinar properly, it should deliver on your promise and give your audience the amount of content they need to absorb.

The outline

When you know the subject and purpose of your online seminar, you should not have trouble creating a plan. Keep in mind that the average length of the webinar is 40 to 60 minutes, which is the standard time you will be working with. If you are creating a pre-recorded webinar, first create a storyboard, as a movie director would do.

The structure

The content you provide throughout the webinar should be of interest enough to keep participants up to the end. You can also tease a bonus at the beginning, to create an incentive to keep watching. Then, this should naturally lead to a paid offer, if that's part of the goals of your webinar. There is an 80-20 rule for this: the webinar must contain 80% solid content and you can promote your product for the remaining 20%.

Always start by welcoming participants. Ask them where they are coming from and you will create an instant commitment.

Make sure the participants are the ideal place, specifying who will benefit from the online seminar. In addition, present not only the topic of your webinar, but yourself. Start by telling a story to prove that you are trustworthy and stay brief.

Do not forget to always save time for a Q & A session. Mention it at the beginning so that the public has time to think about the questions they want to ask.

Learn more about the content structure of your webinar.

4. Prepares technology and the environment

Before launching a webinar, make sure you have a camera (a laptop-only camera is enough) and a microphone with settings suited to the environment in which you are going find. Then choose a set for your webinar – it can work from your office or even your living room, but stay professional and make sure no one interrupts you during the webinar. This can catch you off guard and disrupt the participants' attention.

To reduce the risk of errors, check to see if your Internet connection is stable and keep a fully charged laptop ready for use.

And that should be self-evident – if you want to share your screen, do not add any useless tabs to your browser and may not be able to erase your desktop.

It is also best to log in to the webinar room 20 minutes before the scheduled meeting and check if everything is going well.

5. Attend other webinars before

It is difficult to imagine how to prepare for such an event if you have never attended one of these events. Find some seminars with experienced hosts, such as influential industry figures, and register now. J. Write down everything that interests you, starting with the home page of the webinar, to the way the speaker is speaking. See what you can implement in your own preparation.

6. Plan your webinar

When is the best time to host a webinar?

It is difficult to determine the "perfect" date and time, but the general rule is to schedule a webinar for the middle of the week from Tuesday to Thursday (Tuesday being the winner). Other days are more likely to have people on vacation. Most people commit to only one webinar a week, so you're competing with other players in the field.

You may think that people want to attend web seminars in the afternoons, but when they are not at work, this is not entirely true. Some statistics suggest that most people prefer to attend the webinars, it is 10 am or 11 am. Do not forget that you will probably have guests from different time zones. If you are really far away from your target audience, you may even sacrifice sleep to host. And try not to schedule the seminar at lunchtime.

While promoting your video seminar, indicate that it will be registered – people will know that it is worth registering even if they can not attend and will receive the registration later.

7. Promote Your Webinar

To run an online presentation, you must register. It's not just the content that makes them record, it's the way you promote it.

Webinar landing pages

Create a landing page with an invitation, which will encourage people to sign up and tell the public everything they need to know in advance.

Start by writing a short copy explaining the subject. In a few points, underline what the participants will remove. Then place a registration form on which your prospects will leave their name and e-mail address, and complete it with a clear CTA button – the word "register" should suffice.

Do not forget to introduce the hosts. It is a good idea that will lay the groundwork for your new relationship.

And here's the last step you should never skip – highlight the date and time of your webinar (especially the time zone if you are expecting participants from around the world).

If you have a taste for luxury, you can add a countdown when creating a landing page in GetResponse.

Banners, popups, advertisements

Place a banner on your website or blog in a visible place at least one week before the scheduled date. Again, the CTA button is of the utmost importance. Create a sense of urgency by using phrases such as "register your seat" or "register now". Then, associate it with your landing page.

You can promote your event as popups on your website if you want a faster way to get people registered.

Advertise where people are. If you know that social media such as Facebook or Instagram are the preferred means of communication for your audience, create social ads that lead to the registration page. Try GetResponse Social Ads Creator if you want to use fun templates and create promotional videos in no time.

Spread the word

When you have a lot of success on social media such as Twitter, you can take advantage of it and spread the word, eventually gaining new followers. Create a dedicated hashtag – it can engage participants before, during and after the seminar and allow you to interact with them.

Share links and edit the content of the presentation. And, just before the start of your online seminar, tell him that he is about to start – he will be reminded to the public in real time while scrolling through their feeds.

Email Invitations

You can use the webinar as a way to build your list. But what about people who are already there? Grab the opportunity and invite them to your webinar by email.

Start with the line of object. To clarify what you are promoting, consider it first, in square brackets, as follows:

If you partner with an industry expert, do not hesitate to let yourself go here

In the copy, do not just communicate the details and repeat on the webinar topic. Address the pain points of your prospects and tell them how the webinar will help. Only then should you go into great detail and write about the general agenda, the date and time, how long it lasts and how they can register.

I will be addressing the subject of emails once again in a minute, but in the meantime, you should definitely check out our article on how to design great webinar invitation emails.

7. Practice

You should not get into your first webinar without proper preparation, hoping to improvise. Of course, being flexible in your presentation is an asset, but practice a lot in the days leading up to your seminar so that everything is smooth and solid, convincing and competent. In addition, all members of your team must have practical experience of the webinar software you will be using. So it's great to have a try with everyone involved.

Stay away from last-minute changes and adjustments to your scenario. They usually make everything a little more messy and cause unnecessary stress.

8. Send reminders

As I have already mentioned, you must send more emails than the invitation emails.

On average, only about one-third of registrants will attend your webinar so you need to make sure they do not forget to join you.

When people have registered for your event and left you their email address, you must first thank them for their registration.

Second, remind them of the upcoming seminar.

Marketers generally agree that the best time to send event reminder emails is a week before, an hour before and 5 minutes before.

A week before, encourages registrants to mark the date of their week in their calendar.

And the email sent 5 minutes before the webinar creates a sense of urgency such that it constitutes the highest percentage of participants.

Talking both professional and personal in these emails is crucial. One of my favorite examples is an email from Irek Klimczak of GetResponse. He asked a question in the subject line: "Do you want to do it today?" This line alone gave him surprising results. It generated a click-through rate of 42.41%, a clickthrough rate of 3.67% and a 5% increase in the participant rate. He also received a decent number of personal answers.

9. Launch the webinar

It's time to welcome. Get ready and familiar with the number of participants you will be treating.

Keep a glass of water nearby. Now concentrate and browse the planned agenda. Do not let anything distract you – you only have about an hour and many people are excited to hear from you. Good luck!

10. Follow up!

Now that the webinar is over, you must follow it.

If you are recording the webinar, be sure to send it to people who have registered but could not attend.

If the participants did not make a purchase, it will not prevent them from being valuable potential customers. They may need more information.

Ask for feedback – you can use them in the future to enhance your webinar efforts. Provide them with additional resources to continue the development process and guide them through your sales funnel, converting them later.

What do you use for webinars?

Now is the time to hear your opinions – what is the point / use of the webinars?

Let us know in the comments below!

By the way, we also have some tips to give you if you need to know what mistakes to avoid by creating a webinar.

This article will be updated with more information soon – stay tuned!

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