In the ever challenging world of business it is imperative that communication to audiences is carried out in the most efficient way, whether the message is to introduce a product or for startups wanting to increase visibility.
One of the most effective ways to do this is by sharing fresh content delivered via webinars in which sessions are carefully crafted with the right strategy in place. Opportunities for free webinars instantly become attractive to customers or prospects and provide a great insight into not only what is on offer, but also the founders behind the business.
Interaction, relationship building, trust and increased value is both powerful and more profitable in the long run as loyal communities are formed. A free session has the opportunity of a more personal introduction of products and services - content which is controlled and shared via the internet, which ultimately could reach further than first imagined.
In comparison charging a fee for a webinar may only prove profitable in the immediate short-term as it appears like the webinar is the product. Free webinars provide a taste of what is available to provide the perfect solution to a customers needs.
Also, when a business takes out an advertising campaign there is no charge to a their potential customers to view the advert so why charge for a more human approach?
Where to start?
Plan your strategy
It is essential a strategy is devised to deliver success from webinars. This will take some time and planning and needs to be thoroughly assessed. It is crucial all questions have been asked as to why the webinar is being created in the first place. Is the webinar to showcase a particular product or service or is it to position the business owner as an expert? All of which needs to be determined as well as defying who the audience actually is and then how the webinar is to be promoted. Once the audience is determined the content can be designed to what participants like.
Define the subject?
The webinar content must align to a particular topic which is key to the business delivering a session. The topic must be unique and appeal to the wider audience. Creating a fear of missing out will instantly attract subscribers who simply want to learn more about the business.To shout about what they offer that no-one else does is also an instant attraction and appealing.
Decide on the length of a webinar
Business webinars need to be engaging and that’s where the content has to be fresh and interactive. The more a personality can come through for the business delivering a session the better - there is no requirement for pitching a sale as this is an invite to switch off and lose potential customers and leads. The time length of a webinar centres around the strategy and content and should ideally be no longer 30-45 minutes with time for questions at the end.
Promotion
To attract subscribers to a webinar the word has to get out there and the promotion is just as key as the content. There is no point having a great strategy and appealing content and then failing on promoting. Using social media and email marketing are great ways to reach out. Using a social media calendar and scheduling regular posts will create constant reminders. Email marketing to an already well-populated customer database will also show to existing and previous customers that something new is on the market and can be previewed during a free webinar. Adding a landing page to the business website is another useful tool to think about.
Invite a Guest Speaker
A colleague, a trusted high profile personality or industry expert could provide a short speech or be interviewed by the host. Having a guest speaker slot is another way to maintain engagement throughout as well as being an instant attraction when promoting a free webinar. If the host is to be joined for the free webinar the format must be carefully planned out and guests thoroughly briefed on the topic.
