Using webinar as an acquisition channel

https://learn.demio.com/how-to-launch-your-webinar-campaign-on-time-and-budget

Acquisition channels are strategies through which companies create a pipeline of customers or leads. In other words, they are the methods through which companies get high-quality customers. Organic Search, Email, Direct Traffic, Paid search, Social Media, Referral are some of the examples of Acquisition channels.

Webinars need no introduction unless you are hiding under a rock. The majority of people across the globe are either hosting a webinar or attending it. Now, webinars are one of the key acquisition channels to attract the attention of your potential customers around the world.

Through webinars, you can market your business online. Moreover, you can convert your webinar attendees into your customers.

Making the case of webinars

What makes webinars a key acquisition channel?

Let us examine the cornerstones which make webinars such an exciting opportunity!

Global Coverage:

Your branding can truly have a global audience now. After Covid-19, there is a shift in the perception about attending webinars. People are more willing and available to participate in webinars. Giants like Microsoft®, Google® are creating offerings designed for webinar markets.

With work from home culture and a shift in people’s mindset, attending a webinar is now a low-resistance path. Earlier, attending a webinar was mostly related to office work; now, almost everyone is part of a webinar. It is so common that if someone is not attending, then that would be a real surprise!

However, there are caveats. Not all webinars are equal. And not all webinars are successful.

High-Quality Leads:

The webinar gives you a clear indication of curiosity. If someone is attending a webinar, then that person is at least partly interested in your offerings. Also, once they have shown interest in attending a webinar or engaged in any way with your webinar promotion, you are no longer strangers. For example, someone who clicks on a link to register, or gives you their email, is willing to engage with you at some level. It is now up to you to see that exchange is valuable for them and you.

Get the pulse of your audience:

People like webinars with Q&A at the end. The question and Answers session serve both – the creator and the attendee. It is your chance to see how much engagement is generated by your content. If done right, Q&A sessions can indicate the emotions and engagement your potential customers have with you.

Cost-effective:

Acquiring a lead using a webinar is a cost-effective measure. As compared to physical meetings, webinars are much cheaper. Webinars result in quality leads, driving down the cost of acquiring a new customer. All you really need is a good internet connection, a webinar service provider, a marketing resource that can support digital marketing, and a computer.

Brand Awareness:

Webinar increases the trust factor. There is much better communication when the speaker can show all the data and relevant slides while also doing face-to-face interactions. A visual deck creates better brand recall. When you back your webinar with a well thought campaign, your brand recall increases. Many companies are now using a webinar as a branding tool. As a branding strategy for visibility, webinars are certainly gaining popularity.

How to create an effective webinar acquisition channel?

Let us put some light on what the components of a successful webinar generating quality traffic on your website are:

Not all webinars are successful. Hosting a successful webinar is not easy. As per the latest report, 78% of the webinars have less than 50 attendees. A lot of background work is involved while conducting a webinar.

Webinars by average attendee group size

Here we are going to share with you the strategies of conducting successful webinars.

1. Create a Webinar by knowing your audience

The most critical aspect of a webinar is the audience. You need to create a buyer persona if you are selling a product or service. Your webinar must engage your potential customers in exchange for something that genuinely solves a problem for your audience.

The webinar must be designed around your target audience you are inviting. Some of the questions that will help you to create a webinar script are:-

  • WHO WILL BE ATTENDING THE WEBINAR?
  • WHY ARE THEY ATTENDING?
  • WHAT PROBLEM ARE YOU SOLVING FOR THEM?
  • WHY SHOULD THEY TAKE YOUR PRODUCT OR SERVICE?

Above mentioned questions will help you to stay on the purpose of the webinar. Also, it will be easier for you to manage the timeline.

Moreover, based on the audience attending your webinar, keep in mind what kind of questions they may ask. It will really help you in connecting with the audience.

B2B or B2C?

If you are offering your content for a B2B audience, then do research on their company size, their key decision-makers, company position in the market, and other important factors.

Give your audience quality content. There are far too many webinars and videos with low-quality content. Spend some time thinking about how you can help your audience overcome some challenges with your solutions.

 When you create great content, the audience starts becoming open to your services. When you try to help them, the audience is more receptive. We all like genuine help.

2. Duration of the Webinar

As mentioned in the first point managing a timeline is as critical as writing a strong script. Your webinar duration must be between 30 to 45 minutes. The current stats show attendees prefer those webinars that run between 30 minutes to 45 minutes.

Webinar Statistics

While this is not set in stone, you can follow this guideline to craft your own webinar strategy. You will have to tinker with timings to see which topics get more engagement. Also, you need to check the competition for how they are doing webinars.

3. Day and Time of webinar

This is important for attendance. With your audience, your timing may vary. There are no silver bullets here. Many webinars on weekends are full. That does not mean you need to focus on weekends only. There are many webinars on weekdays that attract a great audience. You need to understand your audience and plan better. Timing is also a matter of choice. The better you know your audience, the more chance of getting your timing right.

4. Plan early with digital marketing

There are interesting stats saying that 17% of your audience will register 15 days earlier! And some of them will register on the day of the webinar. So, plan your digital marketing campaign. Select a trustworthy partner! What is important is to start planning early. You need to get the timing right for email campaigns. With emails, digital promotions, your traction increases.

It is important to keep your audience engaged when they register early. Either give them a lead magnet or provide them with a reason to celebrate. Give them a reason to attend once they have registered.

We at Digitalzone love to help B2B marketers, business owners to spread their wings digitally. To see how our customers have availed benefits, please visit our case-study page!!

Finally, here is a bonus tip for you to plan your next webinar: a timeline template for your webinar! 

Webinar Campaign Timeline

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