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Webinars have become increasingly popular as a marketing tool for many businesses all over the world. So what are some of the benefits of using webinars for marketing?

Builds stronger relationships with your audience

  • Establishes your authority
  • Offers partnership opportunities
  • Generates long-term content
  • Generates quality leads
  • Extends geographical reach

Here are some tips for effective webinar marketing:

1. Establish your goals

Before embarking on any webinar, you should first decide what exactly you would want to achieve. Do you want to position yourself as a thought leader in the industry? Are you aiming at creating brand awareness to a wider market? Or do you want to convert your followers into buyers? Establishing goals early will help you plan for your webinar more effectively. In addition, it will make it easier to measure your success at the end of the webinar.

2. Choose a promotion strategy

Besides establishing your goals, you need to have a proper strategy for promoting your webinar. This will enable you to attract the number of attendees you desire. If you have a mailing list, it would be advisable to send dedicated email blasts to your subscribers. However, to avoid looking like a spammer, it would be advisable to send not more than one email per week. In addition, you could consider including a registration invitation and link in your blog posts, newsletters and social media posts.

3. Look for a partner

To enhance your chances of success, it would be advisable to partner with like-minded people in your industry. Such webinar partnerships not only present a fresh perspective to your audience, but can also boost registration significantly. However, there is need for caution when choosing a partner. First, you need to ensure that the person has what it takes to offer value to your audience. You can assess their caliber by looking at their previous blog posts, presentations and webinars. In addition, you need to find someone that has a good reputation. Working with a person that has a bad name out there will have a detrimental effect on your business’ reputation. Finally, be sure to choose a partner that is willing to promote the webinar to their own followers.

4. Rehearse

It is very important to have rehearsals with your partner before the actual presentation. This will minimize the chances of mistakes which could prove costly. The most important thing you need to do is get familiar with the webinar software. Practice sharing the screen, running polls, switching presenter roles and recording your presentation. You should also take time to proofread the webinar copy and correct any mistakes. Don’t forget to do a test run to confirm that the content for the webinar can be covered within the time allocated.

5. Make it interactive

Having two or more presenters sharing different perspectives is one way of making your webinar engaging. When the webinar commences, let attendees know that they are free to make comments or ask questions at anytime. However, be sure to have a dedicated time for Q&A at the end. All through the webinar, provide a dedicated hashtag which participants can use to create a buzz about your brand on social media. This could even result in some last minute registrations.

6. Follow up

It is very important to have a follow-up plan after the webinar. Within 3-4 days, display your gratitude by sending a thank-you email to every attendee. In the email, be sure to include a link of the webinar recording. Ask them if the content was useful and what they would want to see covered in future webinars. Don’t forget to add a call to action which could be an invitation to buy your product or share the webinar with their followers.


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Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
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Michael Ferrari Online Marketing Consultant Pen Cap Online Marketing
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Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Kelsey Libert Marketing VP & Partner Frac.tl
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David Tile Founder & Director Nimble Media

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