CREATING A WEBINAR
5 Tips for Creating a Webinar to Attract New Customers
Are you looking for a creative way to draw your audience in and convert casual website visitors into paying customers? Offering a webinar is a great way to demonstrate your value and expertise.
Webinars provide face-to-face time with your customers without needing to physically be there – a major value when it comes to furthering your reach. By providing a valuable product that helps improve your audience’s lives, you’ll be able to expand your marketing funnel and spread awareness about your product.
1. Choosing a Topic
This is probably the biggest question that many companies pose when considering what type of webinar to host. What are your customers wondering about? What problem are they happening that you can solve? Scroll through online forums like Reddit and read industry trades publications to figure out what topics are trending.
For example, a social media marketer could host a webinar on the secrets to a successful Facebook campaign or how to engage with Instagram followers. A web developer might find success hosting a webinar on best practices for building your first mobile app, or how to improve your user interface.
The more compelling and urgent your topic, the more likely you are to attract interested attendees who will see the value of your product.
Take advantage of your communication channels to spread the word about your upcoming webinar and secure registrations. This should include posting on social media, including details in weekly newsletters as well as a dedicated email. Include details on your landing page with an eye-catching web banner or pop-up window.
After all, everyone is busy and the unpredictable can occur throughout the week. This reduces the likelihood of no-shows, and keeps your webinar top-of-mind for attendees.
3. Keep Attendees Engaged
In the days leading up to your webinar, build excitement with your registered audience through regular communications. While you don’t want to bombard attendees, stay in touch by sending out an email every other day.
Don’t forget to send one again the morning of the event, another five hours before it takes place and a final one when it’s about to begin.
While your audience isn’t there to learn all about your backstory, they still want to know who you are! Provide a short and sweet introduction, keeping it authentic and relevant to the topic on hand. For example, provide background on your expertise about the subject you’re about to discuss. This will help establish your credibility and put a face to the brand.
A common concern that many have when it comes to giving webinars is that they’ll give away their best information, and attendees will have no reason to buy their product or service. However, you should be using this webinar as a way to demonstrate your expertise while making your attendees’ lives easier.
Essentially, make them glad to have joined your session and give them a reason to sing your praises to others. This will guarantee you both repeat customers and new customers based on word-of-mouth.
With these tips, you’ll be well on your way to creating a successful webinar that results in increased sales and customer conversions. This will help spread awareness about your brand and widen the marketing funnel.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.