You hear me talk about it all the time. An excellent marketing strategy ensures that you target the right audience. Period. Not only does it allow you to build your brand organically, but it also creates a community of loyal customers. Webinars got a bad rap at one time; it was serious overkill. BUT, they are not to be discarded just yet. So let me ask you, when planning your marketing strategy did you include webinars? If not, you need to. Here’s why.
With COVID restrictions, remote working conditions, and a need to stay informed, webinars’ popularity grew over the pandemic. It’s not surprising that today connective marketing is the most powerful opportunity for brands to connect with their customers in the marketplace. It’s a win-win relationship centered on a mutually beneficial exchange of value and trust when done right. Webinars give a connection to your customers and many, many other benefits.
In this episode, we’ll explore the role of webinars at all stages of your funnel and WHY your funnel needs one to boost conversions (and ROI).
As we have learned, webinars are the most popular and effective marketing tactic at every stage in the funnel. This is because they seamlessly guide customers through the research, interaction, and buying stages. It’s not surprising that 58% of demand generation marketers think webinars are the most effective strategy to get people into top-of-funnel engagement. They’re popular because they’re meticulous.
Top of the Funnel
The emphasis in this stage is on generating interest and awareness. The biggest struggle is getting potential buyers to speak with you because they prefer to do their research before reaching out, booking a discovery call, etc. Adding a webinar to your funnel allows you to bridge the gap and provide the consumer’s needs. So, when you host only one webinar, it can generate an abundance of high-quality leads for your business. On average, 20% to 40% of webinar attendees turn into qualified leads, and about 5% of attendees purchase at the end. That’s a win-win.
Middle of the Funnel
When your customer is still in the top to mid-range of your funnel, it is imperative to nurture the relationship you have with them. You must provide them with solutions to their problems. Not only will this help you solidify trust and their reliance on your products when they are at the end of the funnel, they are more inclined to take buyer action. If you want to be successful in business, don’t be a one-trick pony. You want to provide a variety of value for a variety of people.
Bottom of the Funnel
To close the sale, your consumer needs a little push. A webinar allows you to address their last questions right then and there. They can hear about case studies and chat with customer service to learn more. Webinars are also great because they have a conversion rate four times as much as the best email campaign and are a great retention tool. A well-executed webinar can reinforce existing consumer knowledge and bring them up to speed on topics they might have missed since they were the last to check you out! The bottom line? Webinars are an all-purpose content type, and we can use them in many ways.
Benefits of a Webinar
Webinars are a valuable weapon in the tool of any successful business. They’re essential both for the current and future seasons of your business. Every time you create a webinar, you help answer common questions others may have about your services or programs. Once your audience gets through your webinars and finds them informative because they address their primary concerns and questions, they are bound to look at your business and your brand as an authority in your field. This means that from this point forward, your brand will often come to mind whenever your target audience is in search of informative content. #goalmet
A Chance to Invite Industry Experts
A webinar can be a great way to build loyalty in the new digital world. The key is to make the experience personal and human for your customers. You give your brand a face by having a person upfront, the presenter or guest expert. Industry experts are usually available to speak at your event because they know it will also help promote their own business. Your expertise will continue to grow as you show your skills and knowledge in your webinar presentations.
Another SEO Boosting Technique
With 82% of consumer internet traffic predicted to be video by 2022, your company needs to publish and produce webinars. Video content ranks higher in search engine results pages (SERP), and it’s free to post webinars on your website and socials. Videos can help your business build its backlink portfolio and drive engagement with consumers; this is because we live in the age of the people — we LOVE video content. If you haven’t taken the dive into video marketing yet, do.it.now.
Besides boosting SEO, webinars are an incredible asset for content creation and strategy. If you don’t have a content creation strategy, you should. If you want to be top of mind, keep your customer coming back, and grow your business in the long term, then you need to create content that will educate your audience. Turning old content, like a past webinar, into something new is pure gold. For example, convert webinars into an email series for your customer, with a strong CTA at the end.
Webinars Can Reach a Wide Audience
Webinars make it possible for your customers to experience your event without geographical or global pandemic constraints. You can market to a much wider global audience, and your guests or speakers can dial in from all over the world. It’s more cost-effective than hosting an event, safe during these uncertain times, and you have the freedom to ramp up your event frequency. Once you have established a format for webinars, you have to tweak it once in a while, so relaunching becomes easier.
Webinars Attract Affiliate Marketing
Webinars are an invaluable tool for affiliates. They are the perfect way to convert a visitor into a buyer, delivering value to customers. As an overwhelming majority of affiliates will tell you, they want a successful strategy for both parties- and that’s precisely what webinars do. It’s a win-win situation that leads to higher registrations and subscribers for everyone involved. They are a great way to interact with your audience, promote participation, and improve revenue.
So What Did We Learn?
- Webinars in all Funnel Stages: The bottom line? Webinars are an all-purpose content type, and we can use them in many ways.
- Benefits of a Webinar: Every time you create a webinar, you help answer common questions others may have about your services or programs.
- A Chance to Invite Industry Experts: You give your brand a face by having a person upfront, the presenter or guest expert.
- Another SEO Boosting Technique: Video content ranks higher in search engine results pages (SERP), and it’s free to post webinars on your website and socials.
- Reach a Larger Audience: Webinars are more cost-effective than hosting an event, safe during these uncertain times, and you have the freedom to ramp up your event frequency.
- Webinars Attract Affiliate Marketing: As an overwhelming majority of affiliates will tell you, they want a successful strategy for both parties- and that’s precisely what webinars do.
All in all, webinars are a great way to market your business. They can enhance your credibility, engage your target market, and develop customer connections. Webinars also highlight your brand as well as attract prospective clients. Interested in learning how webinars can up your game? Schedule a consult today.
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