How useful is a webinar for marketing

Schedule a webinar as a lead generator

You can with a professional Webinar quickly find and retain the right customers. In this and the following article next week we offer you an overview of how you can design your first webinar professionally and convincingly. You will also learn how to find participants for your webinar and how to convert them into a meaningful marketing process after the webinar.

Webinars are perhaps the most effective way to generate high quality leads from valuable content. The explanation for this is, on the one hand, the deep interaction that is possible with the audience, and on the other hand, it is easy to get the contact details of the participants because they are part of the registration process. And finally, the recording of the webinar can also be used as valuable content.

You can also listen to this post as a podcast:

How to plan your first webinar

An unusual tip at the very beginning: Avoid the word "webinar"! In the past few years there has been an awful lot of mischief with this term. Many people who have attended a failed webinar have completed the digital version of a coffee trip and presumably pressed the off button in horror when the salesperson in the webinar began to advertise the virtual electric blanket. Think of another term for it. Here are some ideas to stimulate your imagination:

  • Online workshop
  • Digital seminar
  • Live video course
  • Remote meeting

You must have other ideas. The names can be fancy. It is important that there is no direct reference to the term "webinar". Credo here: A name that arouses curiosity is a good name.

The target group

You have long since defined your target group as a persona. The point here is to put the target group description in the title of the webinar. Example: "The online workshop for ambitious rose growers", "The 5-part live video program for all freshly baked executives" or "The compact content marketing seminar for entrepreneurs who want to learn the essentials".

The use

When it comes to benefits, think and formulate from the perspective of the potential prospect:

"Find out in 30 minutes how you can keep your roses healthy and pest-free without using chemicals."

"Get the five most important ideas to earn respect and recognition as a young manager."

"Here you will get the most important tips in less than an hour to make your marketing more effective and cost-effective."

You are also welcome to use our worksheet with the best ideas for headings. In any case, the formulation of the benefits should encourage you to register for the webinar.

Your objective

Determine what the participant of the webinar should ideally do during the webinar or at the latest at the end of the webinar. To buy something? Sign up on a list? To dial a number? Whatever you decide, make sure that the entire content of the webinar must be optimized for this action.

Point of time

When can your target audience take the time to attend a webinar? If you address working private individuals, it will certainly be in the early evening hours. Or maybe your webinar is aimed at people who have time in the morning because then the schoolchildren won't bother you? Or do you have a topic that can be considered professional training? The possibilities are many. You should think about when your target audience has time and then plan the webinar. Tip: In my experience, Tuesday to Thursday are the best days for webinars that take place in the afternoon. I also had good experiences on Friday mornings.

The technology

In addition to a PC or notebook with a built-in camera, you need a headset. If your PC doesn't have a built-in camera, you can purchase a USB webcam. Make sure your face is well lit. You may be using a studio light or a desk lamp that you set up some distance to illuminate your face.

Tip: Make sure that the camera lens is at eye level or slightly above it. You should spare your attendees the typical bottom-up perspective of webinar beginners!

The most important thing is a professional tone. To do this, you need a headset with a cable - no Bluetooth! Alternatively, you can use headphones and a professional microphone. It is important that there is no feedback or reverberation and that ambient noise is avoided as far as possible.

Finally, you can still choose a webinar platform. There are some of them that differ in terms of price and usage. So far, I have personally gained experience with the following platforms:

Edudip - Innovative, modern platform.

Spreed - stable platform, especially for small, intensive webinars.

Adobe Connect - I use the service from smile2.de, with which paid webinars are also possible and other products can be marketed in a shop.

GotoWebinar - The Cisco platform. I have often worked with this as a guest speaker at online congresses.

There are also other platforms that I haven't worked with yet.

Both Google Hangouts and Skype have the ability to host webinars. In some cases, these can be the right platform because many companies do not allow all webinar providers in their corporate networks. However, the two mentioned should meet all security requirements in most companies.

WebinarJam is a provider that promises to be able to provide the technical capacity of more than 1000 participants:

This January 2015 article contains a list of the 15 most popular international providers.

The structure

If you are thinking about the structure of your professional webinar, then we offer you a simple structure. The aim is to quickly introduce the right participants to the topic and to deliver valuable and usable content before the CTA, i.e. the “call to action”, is ultimately demanded. Here are the three elements in more detail:

1st problem

First, let's focus on the target audience problem. In the first few minutes of the webinar, we want the listener to determine for themselves: “This is the right place for me! This is exactly my problem that I want to solve. ”We explain the problem in detail, the solution of which we will cover in a moment. This part of the webinar can take up 15-20% of the scheduled time.

2nd solution

In the second part, we deliver valuable content that explains what to do to solve the problem. To do this, we offer all possible forms of content: tables, graphics, plans, explanations, instructions and other content that teaches the participant what he can do to solve his problem. This is how we develop the necessary competence as a potential solution provider. We show that we know what to do. This part is the largest part of the webinar and can take up 70-80% of the time.

3. Call to Action - CTA

In the last part, we determine what the listener should do in order to find out how exactly they can implement the suggestions. It is well known that knowing what to do is often insufficient. So that it ultimately succeeds, the "how" is very important. However, we do not want to simply give away the valuable content, the problem solving. The interested party has to take action here. The CTA can be a product purchase (“Order now the precise instructions on how to keep your roses free from pests and healthy at the same time for a complete season”) or simply by submitting an email address (“Enter your e-mail address here) -E-mail address and you will receive the seven best tips for healthy and colorful roses in your garden ”).

The content

Note that a webinar requires significantly less concentration on the part of the participant than a face-to-face meeting. The participant sees a live image of the speaker, slides, or both on their computer screen and hears the sound. The webinar systems I know allow the moderator to switch back and forth between the large presentation of the speaker and the large presentation of the slides. In most cases, an equal representation of both is also possible. In addition, chat with the participants is possible in almost all systems. In this chat, participants can ask questions or write comments.

You should plan an exciting change between the different views when preparing the presentation so that it doesn't get boring. You might find these tips helpful:

This is how you build slides for webinars

If you are planning a heading and several sub-items for "normal" slides, which you then want to explain in detail, then it is better to do one slide per sub-item in a webinar. A quick change of foils is desirable. Use very large fonts with good contrast here.

Use pictures. Ideally, full-format photos that you can buy for little money in one of the many photo portals. Please pay attention to the correct indication of the image rights! Pictures are important stimuli that you urgently need to keep the presentation exciting.

Make up a good story. Storytelling is the technical term for this. Put the content in a narrative form. Because our brain is best able to store stories we have experienced ourselves, we are better able to remember something when it comes to stories. Use this knowledge and tell the problem solving as a true story.

Metaphors are the little siblings of stories. These pictorial terms and comparisons make it much easier for us to absorb and remember abstract information. As an example, please read the following paragraph quickly:

Bipod sat on tripod and ate Monopod. Four-legged there came and stole the monopod from Two-leg. Bipod got angry and hit Quadruped with a tripod to get the monopod back.

Can you immediately retell this story without any mistakes? Hardly likely. But how about this story here:

A person sat on a stool and ate a leg of chicken. Then a dog came and stole the chicken leg from the man. Then the person got angry and hit the dog with the stool to get the chicken leg back.

In terms of content, it is the same story as the first time. But the second time, pictures came into my head. If you manage to pack your abstract information into such images, then you will be absorbed much more easily by the listener and will be remembered for longer.

Survey

Schedule surveys from time to time. Many systems support this with technical aids. Even if you're using a webinar technique that doesn't do that, you can still easily ask a question in the webinar and let the audience vote through the chat. For example, you could ask, “Are you for A, B, or C” or “Type in the number of your customers”. Then you get a stream of answers that you can use as the webinar progresses. You should schedule such a survey or query at least every 15 minutes.

Because the webinar topic is so extensive, we have planned two issues of the blog for it. In the next post you can read everything about the implementation of the webinar.

 

Photo source cover picture: © tashatuvango / Fotolia 2016