The Definitive Guide to Crafting a Winning Webinar Strategy

In an increasingly digitized world, businesses must find ways to adapt their strategies to facilitate this shift. One way to do this is by harnessing the power of webinars, as the benefits are too good to ignore.

Here are the stats:

• "The webinar market is projected to reach $800 million by 2023." (Letter.ly).

• “B2B marketers generate from 500 to 1,000 leads per webinar.” (Letter.ly).

• “46% of video marketers plan to include webinars in their 2022 video marketing strategy.” (Wyzowl).

Let's take a closer look at why they are so powerful and how you can develop a winning strategy.

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What is a Webinar?

A webinar is an online seminar where attendees can get information, ask questions and learn from experts in their field. Webinars can be either live or recorded. Live webinars allow real-time interaction with participants, while recordings can be watched anytime.

While they have been around for some time now, they became a staple during the pandemic and have only grown in popularity. Below we’ve listed some of the reasons they are beneficial to both the brand and the consumer.

The Benefits of Webinars for B2B

1. Attract New Audiences: By hosting a webinar, you have the opportunity to reach new audiences that you may not have had access to before. With global reach, they allow you to connect with people from all over the world who are interested in what you have to say.

2. Engage Existing Audience: They also allow you to create an ultra-engaged audience. By hosting webinars, you can further engage with your audience and stay top of mind.

3. Establish Thought Leadership: Hosting a webinar can establish yourself or your company as a thought leader in your industry. This is because they give you a platform to share your knowledge and expertise with others in an engaging and informative way.

4. Brand Humanisation: In today's digital age, businesses can easily come across as faceless corporations. Webinars allow you to humanize your brand by sharing the people behind it. This can help build trust and loyalty among your customer base.

5. Scalable: While sales calls are not scalable, webinars are, and they can be personalized while speaking to the masses. For example, you can encourage attendees to engage in the comments section and engage back.

6. Evergreen Potential: They can generate consistent traffic months and even years later. You can host a live webinar and upload the recording so that new signups can watch it without any further input on your side, automating the sales process.

7. Generate Sales: Last but not least, they can help generate an influx of sales in real-time. And while not everyone may purchase then and there, that interaction can help persuade them when the time is right - conversations lead to conversions.

The Benefits of Webinars for Attendees

1. Accessibility: Often, brands record their online webinars and use them as marketing collateral. Whether they upload it to an automated platform or share it on YouTube for anyone to stumble upon, this allows users to engage with a brand from anywhere in the world.

2. Flexibility: Registrants unable to attend the live can watch the replay, which can be set up as either evergreen or for a limited time (42h). This facilitates people living in different time zones and their needs.

3. Low Investment: Webinars are also low-investment events. You don't have to worry about travel costs or taking time away from work - you don't even need to leave your home. The only risk is your time, and you can leave if it is not a fit.

4. Learn Something New: Attending online events is a great way to learn more about a topic, product, or service without pressure. You can also gain valuable insights and tips that you can apply to your business.

5. Networking: Additionally, live videos allow you to network with other professionals, even if you cannot meet in person.

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How to Craft a Winning Webinar Strategy

Planning, promoting, and presenting a webinar can be time-consuming, so it's important to ensure you're organized and have everything you need to ensure that your webinar is successful from start to finish.

The prerequisites to a winning webinar:

1. Identify Webinar Goals

To ensure the success of your webinar success, start by deciding what you want to achieve. What is the purpose of this webinar? Is it to attract more leads and drive sales? Or increase brand awareness?

By setting specific goals for your webinar, you can measure the success of your event and make improvements for future ones. With that being said, it’s important to establish achievable goals, as setting goals that are too ambitious can lead to disappointment.

Here are a few questions to consider when setting your goals:

• How many people do you want to register for the webinar?

• How many registrants do you want to show up to the webinar?

• What conversion rate do you want to achieve?

• What other objectives do you want to accomplish with the webinar?

Once you have identified your goal, you can begin to plan the rest of your webinar.

2. Select a Topic & Title

Webinars are an excellent way for consumers and brands to connect on topics of interest. Every day, more consumers look to webinars as a resource - whether they want to learn something new, gather information before making decisions, or simply get advice.

When planning, be sure to choose a topic that will be of interest to your target audience. People are not going to spend their time watching your webinar if they do not see the VALUE in it. So it's important to choose a topic that connects to a common goal between you and your target audience.

What is your ideal client looking to gain more insights on, and how can you help shed some light on them? What do they want to learn (in connection to your offerings), and how can you position yourself as the solution? What can you share with them that will make them feel like they've gotten ten times more value than before?

You can come up with a clever title and description for your content once you have decided on your topic. You can start by creating it for yourself and then revise it later to be more conversion-friendly.

3. Set the Logistics

Now that you know what you want to achieve and the topic you want to discuss, it's time to decide on a few logistics, such as:

• Who will be hosting the webinar? (Solo host or guests)

• When will the webinar take place? (date and time)

• How long will the webinar be? (length)

• Where will be webinar be held? (platform)

• How can attendees access the webinar recording after it ends? (evergreen or limited-time access)

By setting these logistics, you’ll be able to create an organized and successful experience. Jasper, for example, hosts weekly 15-minute webinars that can be accessed after the event via email.

4. Create an Outline

With newfound clarity on your webinar topic, you can start to zero in on the subtopics that'll range discussion. The detail which you go into in your outline is up to you; while some prefer to have it word for word, others prefer to leave it a bit more open-ended. Ultimately, the goal is to have a clear structure for your content and be able to explain what each section entails.

Here are some elements to consider for your webinar outline:

1. Introduction: Set the stage and let participants know what they can expect by outlining the core content of the presentation.

2. Subtopics: Present the key points (typically 3) to be discussed during the webinar, breaking down any necessary concepts that need further explanation.

3. Demonstration: Show the audience how the information is used in practice.

4. Visuals: Creating relevant visuals to guide the viewer with you through the webinar.

5. Resources: Share additional resources such as slides from the webinar, a downloadable template, or anything else that can help them explore the topic further.

6. Conclusion: Summarize the key points and provide any actionable advice.

7. Q&A: Wrap up with a question and answer session to open up a dialogue around the topic.

By covering this content in your outline, you'll have a clear plan of what to cover during the webinar. This will help you stay organized and ensure that your webinar covers all the important points.

5. Call to Action

At the end of your webinar, you can present your audience with a call to action that is tied to the goal you identified at the start. Everything you have been talking to them about has guided them toward taking the next step and acting on your call to action.

If your goal was to increase sales, you could offer a discount on your product or service if they signup during the webinar. If you were to attract more leads, you could ask them to signup for your free trial. Whatever your goal is, remind them of it at the end and emphasize the importance of taking action. Your call to action should be clear, concise, and direct so your audience knows what to do next.

6. Promote the Webinar

With all of your ducks in a row, it's time to start marketing your webinar to make sure people tune in. Although moderators and presenters often dread this part of the process, there are some easy (and cheap!) ways to get the word out without breaking the bank.

Social Media Marketing: To expand your webinar's reach, start by sharing details about it on social media, to create a hashtag, and asking industry influencers in your network to promote the event to their following. As the event approaches, send out reminders to encourage people to register and participate.

Content Marketing: Add a signup sheet for the webinar in your content marketing efforts. You could add a pop-up to your website or add it as a banner to your blog posts.

Email Marketing: Promote your event early, so attendees have enough time to schedule it into their calendars while also increasing the list of registrants. Furthermore, send reminder emails leading up to the webinar date so registrants will be more likely to remember to tune in.

Advertising: Paid advertising can be done for your webinar, depending on the budget. Consider boosting a post or creating an ad to target your ideal audience.

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Final Thoughts

Webinars are a valuable content marketing tool that can help you achieve several different goals, such as generating leads, showcasing a particular product or service, or even demonstrating the capabilities of your software, all at SCALE.

Webinars allow you to gather valuable feedback from attendees, which can help improve your offerings. Whether you do one-time or regular events, having a plan is the key to success. Knowing where your audience wants to go and how you can get them there can help you create more engaging webinars and ultimately get the highest ROI from your efforts.

Are you ready to start planning your next webinar? Check out our blog, 5 Secrets to Creating a Killer B2B Webinar.

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