With the advent of the internet and the globalized economy and communication, so has education followed suit. Online education has risen considerably in popularity and for good reasons, too. Digital real estate has reached a point in which its infrastructure can support all the various multimedia formats, be it audio, image or video, or even live streaming. One form of content that can be shared seamlessly is webinars. This article will talk about improving webinar marketing strategy.
These are great which enables us to benefit from great conversion rates. The value that they bring to the viewers is the key factor. Webinar retention rates are amongst the highest when compared to other ones but also have secondary roles. They can act as income generators by themselves by promoting sales on external platforms. Knowing how much potential benefit webinars can bring us, what can we do in order to optimize them? In this article, we will go over the key points in launching and maintaining a successful webinar campaign.
1. Prerequisites
It all starts with your landing page. For people to delve deeper into the rabbit hole and register for the actual webinar, there needs to be an online place for them to go first. While you are promoting your webinars, make sure to create the best and most streamlined landing page possible. What does an optimal landing page consist of? Several things, which we will cover right now. Firstly, there needs to be detailed information on what it is you are going to talk about and what value can be derived from it (i.e. what can the audience learn from it). This information also includes the exact time and date of the webinar to start streaming.
Speakers who will be present and taking active roles in the webinar, along with their credentials, recommendations, and fields of expertise will serve as their introductions and save precious time and digital real estate. Lastly, there needs to be a form where potential attendees can input their basic info and register to watch the webinar. The entire process leads up to this point and everything serves to further the chances of a casual visitor being converted into an active, engaged attendee. The options for preparations do not end there. After a registration goes through, send a thank you email or redirect towards a page that shows appreciation for taking interest in the webinar. It also serves as a double purpose, notifying the attendee that their application has gone through.
2. Original Engaging Topics
Content is king, we have all heard of it. The more value attendees can extract from it, the better attended it will be. That means the topics need to be fresh each time which is no easy task especially as time goes on. To achieve this in the long run, quality webcast production and the campaign will be required. You need to avoid what is colloquially known as beating a dead horse. Online content is essentially the same, infrastructure-wise as other types of content. What we mean by this is that webinars need to rank for important keywords and utilize them appropriately in their content pool in order to spark interest with as wide an audience as possible.
You may recognize the term “keywords” from the SEO (Search Engine Optimization) articles and they do tie in together. Optimizing SEO goes hand in hand with the page’s content, including webinars. When it comes to fresh topics and by extension, relevant keywords, there are plenty of online, free tools to help you with detailed information. Each subject, no matter how specific and the niche it may be, has plenty of angles to be tackled, so make sure to exhaust all of them. Listen to attendee feedback for more insight into what would make for a great future webinar session. After all, they dictate what catches their eyes and ears, why not enable them to speak their mind overtly?
3. Identify And Analyze The Audience
You need to know your targeted audience. There is a lot that goes into this. Much like tracking a website’s metrics and statistics, you can track the audience’s demographics. These analytics will give you valuable information and insight into what your audience is looking for. Try and accommodate as many of these sought-out topics in order to acquire great engagement and future traffic. Your sales team will also be able to provide further information if it is not enough by now. What are some of the most important pieces of information you will need and can painlessly get out of your audience? Gender, age, education, location, career status, etc. all need to be collected and carefully gauged.
This data can be studied to develop certain constructive options for your webinars. Something like setting the date and time that is suited for the majority of your audience. Not everyone is in the same or even similar timezone as everybody else. You certainly cannot please everyone, but you can try to, to the best of your abilities. Or maybe you need to know the level of expertise on the particular subject in order to gauge if attendees are complete beginners or are proficient to some degree. By knowing this, you will avoid any unnecessary introductions and skip certain ubiquitous parts that the audience is already well-versed in.
Depending on your industry and niche, there are plenty of other methods to promote your webinars. Make the last adjustments and actions based on your own goals and strives as imagination is the only limit you are facing.
