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4 Reasons Why Webinar Is Your Best Tool For Modern Day Marketing

Webinars give you the chance to demonstrate and showcase your brand and product to a targeted, live audience. You can also engage them, gather feedback, and answer all their questions on the spot.

Tools

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Every craftsman knows that to get a job done well, you need to have the right tools. Although there are many marketing tools that can help you get your message out there, webinars rank as the #1 tool for modern-day marketing. Webinars give marketers the chance to demonstrate and showcase their products to a live audience. What’s more, you can interact with your audience in a real-time.
Of course, there are other tools that are necessary parts of your online marketing toolkit. For example, social media marketing is a great way to post targeted pay-per-click ads and strengthen customer loyalty in your brand. Email marketing is a great way to sell your products and reach many customers. However, none of these tools matches what webinars can do in terms of marketing. In fact, online conferences can be used to both boost your email marketing campaign and strengthen your social media strategy.

Reasons Why Webinars are the Best Tool for Modern Day Marketing

Let’s look at the many reasons why investing time and resources into creating web conferences is a smart marketing strategy

Video marketing

Video marketing is first on the list because it is fast dominating internet traffic. In fact, videos and online streaming now account for around 75% of internet traffic. Recorded webinars can be edited and broken down into smaller segments. You can use these clips as short educational or training videos that can boost your marketing efforts. These short video clips can be uploaded to video sharing sites or be featured in your blog posts. Video marketing is an essential part of modern-day online marketing.

Improve search engine rankings

Obviously, the larger your online footprint is, then the better you will do in the search engine rankings. Google rewards businesses and websites that provide high-quality content and video material. Remember, it’s not just videos that you can repackage from your webinar presentation. You can use your transcript as a basis for future blogs, you can post your slides on photo-sharing sites, and you can distribute PDF handouts. All these methods of redistributing your webinar content result in more inbound links to your website.

Become an authority in your niche

More than all other marketing tools, webinars give you the chance to become an authority in your niche. Webinars give you the chance to create and deliver high-quality visual content that can have a positive impact on your audience. Webinars also give you the chance to take questions from your audience and answer those. Your customers will view you as an authority when you can answer their most important questions.

Increase brand awareness

Having a strong brand that others recognize is one of the keys to successful marketing. Your brand also lets you stand out from your competitors. For example, webinars allow you to target a specific audience who are, most likely, already interested in your product. The authority that you build up during the webinar will strengthen your brand.

Engage with your audience

One of the unique marketing benefits of hosting a webinar is that it lets you engage with your audience on a personal level. For example, where else can your customers hear and see you speak directly to them? Webinars are also great educational and training tools, which can help to provide something of value to your customers.

Increase lead generation

Webinars can increase lead generation is a way that no other marketing strategy can do. Of course, with an email campaign, you can reach hundreds and even thousands of customers. However, how many of them are engaged? With webinars, you know that most who register to attend are already showing a level of intent. You can leverage this to boost your sales and promote your products to a captive audience.

Cost-effective

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Although webinars take some investment in time and resources, it is still a very cost-effective way to market your products. Many of the tools that are required to host a webinar are either free or cheap to use. This means that all you need is a good, stable internet connection and you can reach out to a worldwide audience.

Connect with industry leaders

Webinars also allow you the opportunity to connect with other industry leaders and have them as guest presenters on your webinar. Having a guest speaker will help boost your authority in your niche and also attract more customers. You will also build up a loyal customer base because your audience will view you as someone who provides high-quality content from a number of different angles.

Educate and train

More than all the other marketing tools that are available, webinars are the best method to train and educate customers. For example, you can show how a product works and demonstrate the benefit to the user. You can include testimonials from other satisfied customers. Training videos can be recorded and then distributed later. All of this adds significant quality to your online marketing strategy.
Source: ClickMeeting

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Neil Patel – I Increased Webinar Attendance by Doing This One Thing

Note” See Orginal for illustrated how-to

Currently, more than 60% of marketers are using webinars as part of their content marketing strategies.
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Webinars have exploded in growth over the past few years. 

  • And more marketers are starting to take advantage of them. 
  • n fact, they are one of my favorite ways to convert traffic and subscribers into real customers.
  • Why? Because consumer behavior changes.
  • And webinars help us change with it.
  • People love hands-on lessons and walkthroughs that can help them better build their own businesses.
  • They buy your product or sign up for your service because it will help them.
  • Not because it’s cool or hip.

Webinars show them just how much they need what you’ve got.

I’ve done countless webinars on Kissmetrics and for my own blog and have found great success with them.

  • For example, 2-3% conversion rates are common in the industry.
  • But I’ve been able to get that as high as a 22% conversion rate consistently.
  • I had 74,381 attendees in 77 webinars and converted 16,394 of them.
  • But if I’m honest, that’s not because I am a webinar wunderkind.
  • They weren’t anything out of the ordinary.
  • That means that you can use webinars to boost your conversions, too.

I’ll show you why webinars work, what I did to increase my webinar attendance, and how you can do the same.

Why webinars convert so many customers

Webinars are one of the best ways to hook in new leads.

  • They are great for teaching people the hands-on methods that you’ve used to see success.
  • Have you driven 45% more traffic by using a specific tactic? You can easily create a webinar out of it.
  • Have you averaged conversion rates on PPC that are 3x the industry standard?

Make a webinar – It’s that simple.

  • If you’ve done something that nets great results, people want to know and
  • they’ll likely be very interested in what you have to say.
  • Webinars turn you into a trusted expert and a thought leader in almost no time.
  • It doesn’t hurt that they’re conversion machines.
  • The best webinars can generate conversion rate averages of 19%.

On top of that, 51% of people who discover your webinar’s landing page will convert on the initial sign-up.
Then around 36% of those people will attend.
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Those are pretty solid numbers when you compare them to the average conversion rates on standard websites or PPC ads.
I host webinars all the time on my own site because they work.
I wouldn’t be doing them if they didn’t.

And the best part of it all?

The average webinar viewing time is 53 minutes!

  • That gives you countless opportunities to push CTAs and subscriptions to grow your leads and email lists.
  • There’s no other marketing tactic that holds people’s attention for that long!

Now that we are all on Team Webinar, let’s look at the #1 tactic I use to boost my webinar attendance.

How I increased my attendance by using Facebook Ads

Before we go through how to replicate my success with Facebook Ads and webinars, we need to do a simple analysis.

  • A lot of people are hesitant to do webinars because of a lack of traffic.
  • When I run a webinar now, it’s usually pretty easy for me to get enough sign-ups to make it worthwhile.
  • But it wasn’t always that way.
  • For most people who have found success in webinars, success comes after lots of failed attempts. I prefer to get it right the first time.

The goal should always be to reach as many people as possible. You need as large of an audience as you can get.

  • Why? Take a glance at those industry standards we looked at earlier.
  • 51% of traffic to your webinar page will convert, but only 36% of that 51% will attend, and only 19% of that 36% will become leads.
  • Your precious traffic starts to dwindle down fast.

So, let’s jump into my strategy for increasing your webinar attendance fast.

Step 1. Start by promoting alike content.

  • AdWords and Facebook are vastly different platforms.
  • That means they don’t convert customers in the same way.
  • When someone uses Google to search for a product or service,
  • it’s because they have a pretty high intent to purchase or are in need of more information.
  • But that’s not why they are using or browsing Facebook.
  • So you can’t simply push a webinar ad to the masses and expect 10% conversion rates.
  • The best way to ease people into converting on your prized possession (the webinar) is
  • to warm them up with content and then retarget them.

The trick here is to promote content that will be relevant to your webinar.
For example, I ran this webinar a few times:
That content piece about marketing tactics to grow your business would perfectly resonate with people who are hoping to growth hack their online marketing.

How can you do this?

  • First, log in to your Facebook Business Manager account and navigate to your Ads Manager
  • Next, we’re going to set up an ad based on engagement objectives like shares, likes, and comments:
  • By using an engagement objective rather than simply reach or traffic, we can sort out those who are highly unlikely to convert on your webinar.
  • No one wants to waste time and money to reach ads for audiences that aren’t relevant.
  • So, use the engagement objective to assess the targets that are interested in your content.

Next, select the post that you want to use for an ad:

  • Remember to make sure that you boost posts that will relate to your webinar.
  • If your webinar is based on SEO tactics, run ads for posts about SEO.
  • If your webinar is PPC-based, don’t run articles about SEO or content marketing.
  • You get the point. Your engagement ads should relate heavily to your webinar topic so that you’ll know those people who interacted are going to be interested in the webinar.
  • Next, confirm your ad and start running it.
  • And then proceed to the next step.

Step 2. Now, run your lead-gen ads.

  • Once you have some quality engagement on your current ads, you’re ready to bring the people to the well and drive webinar sign-ups.
  • Maybe you’re asking, “Why not just start out with a webinar ad?
  • Your audience isn’t primed to convert yet. It’s much easier to convert sign-ups for your webinar if you have great audience targeting.
  • Plus, now that you’ve run engagement ads, you can simply retarget that audience to guarantee high sign-up rates.
  • I’ve used this strategy for nearly all my webinars, and it works.

Here’s how to get started.

  • Go to the Facebook Ads Manager and create a new custom audience:
  • Make sure to select the custom audience option when you create your new audience:
  • The key here is to select engagement for your custom audience:
  • Using this type of custom audience will allow you to target people who engaged with your latest content ads on Facebook.
  • Essentially, it will make a remarketing list for you based on people who loved your content ads so you can remarket them with your webinar ads!

In this next step, you’ve got multiple options to choose from:

  • If you’ve posted a few videos based on your webinar topic, you can select a video to target them with detailed options:
  • That way, you can run webinar ads to multiple audiences based on the time they spent watching the video.
  • The shorter their attention spans, the less ‘qualified’ the traffic is. However, the longer the attention span, the fewer people you can usually target.
  • So the ultimate decision is a bit of a balancing act, to be honest.
  • You’re going to have to find that sweet spot of reaching enough people to pack your webinars while also making sure they’re still somewhat qualified.
  • If you want to run a custom audience based on a Canvas ad, you can do that too:
  • These are new mobile-specific ad units. They’re interactive, so they’re perfect for telling stories or getting people to engage.
  • They’re also perfect if your own mobile site isn’t that great.
  • Instead of risking 113% of your traffic bouncing, you can have them bypass your mobile site entirely with Canvas ads.
  • Or, if you run a bunch of simple post-based ads, you can then make a custom audience that retargets those people who engaged with your posts:
  • Select “People who engaged with any post or ad” to remarket your ad to that list of people who recently engaged with your pre-webinar content.
  • You can customize the “days” counter to limit the timeframe to your recent content.

Next, click “Create Audience” to finalize it:

Now, you can run simple ads for your webinar, but instead of selecting a broader audience, you can select the custom audience you just created!
Try running webinar-style ads like this:

  • The key here is to use simple ads that will direct a click back to a landing page on your website.
  • Make sure to have an irresistible value proposition and a simple graphic to accompany it.
  • The trick is to focus on what people are going to get.
  • Most of your audience is busy. They can’t waste an hour in the middle of the day.
  • So the entire ad’s message should focus on the end result or outcome that attendees will walk away with.
  • There needs to be an ROI for the time they spend with you.
  • Otherwise, they’ll never buy anything afterward.

You can also try using CTA buttons in your ads like this:

  • To get started running ads to your new custom audience, create an ad set based off of the “Conversions” objective:
  • Next, under “Ad Set,” click “Audience.”
  • Here, you can select the custom audience you just created:
  • After you select your custom audience, create a single image-based ad:
  • This is my favorite type of ad format. It doesn’t take up the user’s time, and it drives conversions fast with a targeted CTA.
  • Next, scroll down to the “Links” section and optimize your ad for your webinar.

Here are some of the components you need to focus on:

  • Make sure you have a great landing page that incorporates good message match with your Facebook Ad.
  • Consistency between ads and landing pages is crucial for driving conversions!
  • You can also set up Facebook Messenger to nurture leads who click on your ads.
  • Put some thought into the CTA button you put with your ads. You have tons of options:
  • I suggest using “Learn More” or “Sign Up.”
  • When you’re all done, your final ads should look something like this:
  • Now, it’s time to break down the anatomy of a high-converting webinar ad to help you drive those attendance numbers even higher.
  • Let’s jump right in.

The anatomy of a high-converting webinar ad

  • So you’ve set up two types of ads and a new custom audience or two based on those engagement factors.
  • Congrats! All the hardest work is done, and you’re almost ready to sit back and watch your attendance skyrocket.
  • But first, we want to squeeze the most potential out of your ads.
  • And to do that, we need to focus on the techniques that will create the highest conversions.
  • Here are some of my past webinar ads that I’ve found massive success with, and a few others that work great, too.

Read more…

  • Tip #1. Social Proof
  • Tip #2. Value proposition and CTA
  • Conclusion

Source: Neil Patel

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