The webinar is in the eye of the storm in the digital marketing sector. Many businesses and professionals are encouraging themselves to organize webinars to enhance their brand, generate trust in their audience, and sell their products or services.
Most of us have already gotten used to training online because of how convenient it is, so online seminars are here to stay.
In this post, I am going to quickly explain to you what a webinar is and how it works, so that you know how you can benefit from this visibility and sales strategy, and put it into practice as soon as possible.
What Is A Webinar?
A webinar is a seminar or workshop that is taught online and that has become one of the most popular and effective actions within a digital marketing plan to sell.
Although it is usually done live, nowadays it is also very common to offer it in recorded format.
In this way, there can be three types of webinars:
- Live Webinars – A date is set and the online training is delivered live, for example via Zoom, Google Meet, or any webinar’s tool such as WebinarJam.
- Automated webinars – The content is recorded and attendees are given access to view it whenever they want.
- Just-in-time Webinars – It is also recorded, but the user can only see them as soon as they register for the webinar, there is a time limit for consumption.
What Is A Webinar For?
Organizing a webinar is very useful when you have different things as objectives:
- Gain visibility and position yourself as a specialist in your sector
- Generate trust and create a community around your brand
- Educate your audience about your sector and what you sell
It serves all these goals, although, in the end, it is just that, a sales strategy.
In the end, everything is based on a process by which a person discovers a brand, researches it, and compares it with others to see if what it sells is worth it, and then makes the decision.
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The sale is developed with trust.
And with the webinar, we generate confidence in those who are in the first phases of that process.
How Does A Webinar Work?
All those things that you can achieve with a webinar have to do with it being free and using it as a digital marketing action.
But if the webinar is a paid info product, that is, a training for which you have to pay an amount to be able to attend, then two things can happen:
- That it is also part of a strategy to sell training at a much higher price, and thus break the first barrier to entry with the client. It is much easier to sell to a person when they have already bought from you before.
- Let it be a purely training workshop, and hence its price.
I am going to explain to you how a live webinar works when there is a sales objective behind it.
You will see.
To organize a webinar and get attendees, you will have to carry out a series of visibility and recruitment actions.
Which is it?
In short, many ways to bring visitors to the page where they can register for your webinar.
Once you have a list of registrants, you will have to generate expectations and desires to participate live and consume the content, and you will do this by sending emails 1 or 2 weeks before the date anticipating what they are going to learn.
The idea is to generate curiosity.
When the day of the webinar arrives, you will notify attendees with several reminder emails.
In the meeting room, you can be the one controlling who requests access to the room, the questions in the chat, and any other questions… or you can have a moderator help you during the webinar.
This second is what I recommend, since this way you can be 100% focused on what you have to say and if a technical problem arises, you don’t have to worry.
In the webinar, you will first introduce yourself and generate expectations about what they will learn during the 1 hour and a half or 2 hours of content (this is the most common).
The final 20 minutes of the webinar are allocated to the sales part, where once you have given the content to the attendees and you have been building trust and demonstrating that you know what you are talking about, you relate those problems to your product or service: the solution.
At the end, you leave a space for questions and answers.
And this is, broadly speaking, how a webinar’s works when you intend to sell something.
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Is It Clear To You What A Webinar Is And How It Works?
I hope I have resolved that doubt and that, now that you know what a webinar is, you are encouraged to organize the first one to enhance the visibility of your brand and reach new potential clients.