As of late, online education has experienced a steady rise in popularity. Over the past few years, internet infrastructure has developed in such a way that it is able to facilitate content being shared seamlessly. Various content types like text, audio, and video material can be shared with a wide audience and fulfill many purposes, one of which is webinars. Businesses will use webinars because they are great lead magnets with a large conversion rate. This is mostly due to the value they bring to all viewers. There are strategies to it and if done well, webinars retain between 30%-40% of people that visit by them registering to proceed further. They are also income generators by themselves and can be used to promote sales elsewhere. So, what are some of the strategies that you can employ in order to optimize your own webinars? Here are some tips and tricks on how to launch and maintain a successful webinar campaign.
The first step
For people to be enticed to register for anything, even a webinar, there needs to be a place for them to find you. Some sort of common ground where a potentially interested party and you, the supplier, can meet and exchange information. That is where landing pages come into play even before you start promoting your webinars. There are certain essentials and criteria that an optimal landing page needs to meet. Firstly, it needs to contain detailed information about what you are going to talk about and what value (i.e. knowledge) is going to be passed on. Some other-meta-information like the date and time of the webinar is a given, also the speakers who will be participating need to be introduced. Lastly, some kind of form where they can apply and register needs to be clear and easy to fill. A perfect landing page needs to be supported by a smooth conversion process that comes after. Sending a personalized thank you email that serves a dual purpose of informing them that they have successfully saved their spot can go a long way. You can take this another step further by providing them with a possibility to ask you any questions pertaining to the webinar. Their input can prove to be an invaluable source of information on how to continuously refine your offerings for the future. Never underestimate the power of client and customer feedback.
Coming up with an engaging topic
A webinar is a piece of content. The goal of all online content remains the same, it is to rank for important keywords that are used to drive potential clients to a site and engage them with it. It comes down to you figuring out a great topic that would spark interest with a wide audience and make people sign up to experience more. But also, relevant keywords play a vital role in optimizing the land page for SEO (Search Engine Optimization) for long-term traffic from the most popular search engines like Google. Start doing research for the best keywords to use, it is not difficult and there are online and free tools to help you achieve optimal goals. Once it is clear what keywords you want to use, there are plenty of other angles you can tackle this subject from to spark interest, depending on your industry and niche. Leverage as many of them to come out on top when people search for your common relevant subject. Webinars can be managed if the need arises or you do not have staff qualified to manage themselves.
Analyzing the audience
It is important to understand who your webinar is meant for. Everyone is using online tools to track their website’s metrics but not many people know that you can also track your audience’s demographics. This, in turn, will give you great insight into what your audience needs and expects out of your content. Satisfying those aspects will lead to great engagement and will bring more traffic in the future. If the reports from the website’s analytics are not enough, you will need to do some further research with your sales team. Some of the most important metrics you can get out of your audience analysis are the average customer’s age, gender, education, and career status, their wants and needs, etc. This is a crucial step in making your webinar marketing strategy a successful one. There are a few things you can get out of this data. Firstly, you can set a date and time that benefits the widest part of your audience since it largely depends on the location of each individual. For one, it may be in the afternoon, while for another person, on the other side of the world, it may be in the middle of the night on a workday. The level of expertise you can expect from your audience is another thing. Do you need to go through the very basics in your webinar or can you immediately jump to the meat and potatoes of the subject? You will find that a little bit of research in your clients can go a long way.
Lastly, there are plenty more ways to promote a webinar that is industry and niche specific. That ultimately falls upon your shoulders to figure out, tweak and optimize so that you have the biggest and most satisfying audience possible.
