Doing business online is all about converting your website visitors into customers. Did you know there are additional ways to convert customers and increase your conversion rate optimization?
In this article, we’re going to talk about how to conduct a webinar and convert listeners to customers.
What is a webinar? And, how can it help you?
Defining the Webinar
Just what is a webinar? A webinar is a live meeting that takes place over the web. It’s an incredible marketing as well as educational tool.
The purpose of the webinar is to grow your business through educating potential and existing customers. More often than not, you’ll also want to generate new leads.
When you host a webinar, you can give users a live presentation, discussion, demonstration or instructional session.
Generally, people sign up for a webinar in advance. Most often, your webinar will last anywhere from 30-60 minutes. Any longer than that, and you will lose their attention.
You might have one-two presenters for an average of 30 participants.
More Webinar Benefits
In addition, there are some added financial benefits to hosting a webinar.
You’ll enjoy cost savings. For example, hosting a live, physical event involves paying staff, speakers and providing refreshments. A webinar costs a fraction of the price.
In addition, the time involved in hosting a webinar is much less than a traditional event. You’ll spend much less time on prep time and actual event time.
One of the best benefits of the webinar is an increased reach. There are no physical boundaries. You can reach people in multiple states not to mention multiple countries.
Lastly, you can re-purpose your webinar in your content marketing strategy.
How to Conduct a Webinar
As you begin your preparation for conducting a webinar, we recommend you make a plan.
Lastly, you’ll want to have a live run-through of your webinar before hosting one for the public. This assists your presenters so they feel comfortable with the software, the microphones and flow of the webinar.
Hosting a webinar to convert listeners to customers involves pre-planning. Make an outline of your presentation, do your research and organize your presentation in an orderly manner. Be sure to allocate time for questions and participant interaction.
Once you’ve planned your webinar, you need a host for it. Consider using a service like GoToWebinar or WebEx. By using a tool like one of these, you can send out links through your website, email marketing and social media to your sign-up page.
We also recommend you set up a dedicated landing page for your webinar. You’ll use this page to advertise the webinar and collect sign-ups.
This has the potential of increasing your sign-ups and your conversion rates. Ask for the attendees’ name, email address, company and title.
This landing page, and your on-page sign-up form allows you to reach out to these website visitors before and after the webinar.
You can promote your webinar through this landing page on sites like Facebook, Twitter, LinkedIn, your blog and your email newsletter.
Webinars that Convert
What’s going to set your webinar apart? What will you present that’s of value to potential customers? Make sure that people are interested in what you’re offering.
How do you do this? By listening on social media and asking for comments on your blog posts, you can glean information on what your customers want to know about.
Additionally, you could send out a survey to your subscribers and ask them what might be of interest to them.
Promoting Your Webinar
Now let’s talk about how to promote your webinar. There are many ways, but here are few of the best ways.
1. Create a Hashtag
Webinars, like social media, are about engaging your audience, increasing your engagement with them and encourage their trust and loyalty.
By creating a hashtag for your event, you’ll extend your reach. The devoted hashtag lets people join your community well before the webinar. Make sure to include the tweet in your promotions.
You can also live-tweet during the webinar using the hashtag. This lets your webinar participants tweet and interact while your webinar is going on.
Consider offering promotions on social media during the webinar using the same hashtag. Encourage their participation and offer the promotional reward.
2. Be sure and send an email reminder.
Your webinar participants most likely signed up for your webinar but didn’t write down the date. It’s up to you to remind them to attend.
By reminding your participants through an email, you’ll boost your webinar attendance. You can also send out an email to your subscriber list and catch a few new webinar sign-ups.
Don’t assume that your participants will be engaged throughout your webinar. It’s up to you to engage them so they stay tuned in.
Distractions are everywhere – from incoming email to the web – and you are in constant competition for participant’s attention. During your webinar, you want to have a pleasing backdrop for your webinar including a whiteboard and high quality visuals. This helps keep them interested.
You can keep them listening by asking and allowing for questions throughout your presentation, not just at the end. Be sure to pace yourself and ask for periodic check-ins from attendees.
We already discussed using a hashtag, and this is another way to keep your webinar engagement high.
Now that we’ve discussed how to conduct a webinar and convert listeners to customers, it’s time to take advantage of the benefits of the webinar.
The webinar, a potential marketing powerhouse, can help you educate customers, generate leads and build a strong market position.
You’ll enjoy the advantages of converting contacts and making additional contacts. According to Buzzsumo, the conversion rate of webinar attendees to paid customers is an astounding 20%.
With the webinar, you have an interested audience that receives valuable information from you. This goes a long way towards creating loyalty for your brand.
One other marketing benefit worth noting: the webinar keeps on giving weeks after the presentation. How? Consider the number of people who signed up but didn’t attend. Be sure and email them a link so they can view your webinar later. The same holds true for the people who attended.
Make sure to leverage the power of your website and social media to re-purpose your content for added benefit.
Are you ready to squeeze more profit out of your business by hosting a webinar? We can help you promote your webinar through a dedicated landing page. Once you’re ready to optimize your landing page conversions, we can promise you we’ll do just that. With our guarantee, you can rest assured we will increase your profits.
If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.
We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.
Image: Cory Blaz