The webinar is in the eye of the hurricane of the digital marketing sector.
Many businesses and professionals are encouraged to organize webinars to enhance their brand, build trust with their audience and sell their products or services.
Most of us have already gotten used to training online because of how comfortable it is, so online seminars are here to stay.
In this post, I am going to quickly explain what a webinar is and how it works, so that you know how you can benefit from this visibility and sales strategy, and put it into practice as soon as possible.
What is a webinar?
A webinar is a seminar or workshop that is taught online and has become one of the actions within a digital marketing plan most popular and effective to sell.
Although it is usually done live, today it is also very common to offer it in recorded format.
In this way, there can be three types of webinars:
👉 Live Webinars – A date is set and the live online training is delivered, for example via Zoom, Google Meet or any webinar tool such as WebinarJam.
👉 Automated Webinars – The content is recorded and attendees are given access to view it whenever they want.
👉 Webinars Just in time – It is also recorded, but the user can only see it as soon as they register for the webinar, there is a time limit for consumption.
And based on all this, webinars can be done for free or they can be paid training.
What is a webinar for?
Organizing a webinar is very useful when you have different things as your objective:
✅ Gain visibility and position yourself as a specialist in your sector
✅ Build trust and create a community around your brand
✅ Educate your audience about your industry and what you sell
It serves for all these goals, although in the end it is that, a sales strategy.
Webinars, when we do them for free, serve to reach new potential customers who either do not know our product or service or how it can benefit them, or do not know us as a business.
In the end, everything is based on a process by which a person discovers a brand, investigates it and compares it with others to see if what it sells is really worth it, and then makes the decision.
The sale is developed with confidence.
And with the webinar we generate confidence in those who are in the early stages of that process.
How does a webinar work?
All those things that you can achieve with a webinar have to do with it being free and using it as a digital marketing action.
But if the webinar is a paid info product, that is, a training for which you have to pay an amount to be able to attend, then two things can happen:
➡️ That it also be part of a strategy to sell training at a much higher price, and thus break the first barrier to entry with the client. It is much easier to sell to a person when they have already bought from you before.
➡️ Make it a purely training workshop, and hence its price.
I’m going to explain how does a live webinar work when there is a sales target behind.
You will see.
To organize a webinar and get attendees, you will have to carry out a series of visibility and recruitment actions.
In short, many ways to drive visits to the page where they can register for your webinar.
👉 Once you have a list of registered, you will have to go generating expectations and desires to participate live and consume the content, and you will do that by sending emails 1 or 2 weeks before the date anticipating what they are going to learn.
The idea is to generate curiosity.
👉 When the day of the webinar arrives, you will notify the attendees with several reminder emails.
👉 In the meeting room, you can be the one controlling who requests access to the room, the questions in the chat and any other matter… or you can have a moderator help you during the webinar.
This second is what I recommend, since this way you can be 100% focused on what you have to say and if any technical problem arises, you do not have to worry.
👉 In the webinar, you will first introduce yourself and build expectations about what they will learn during the webinar. 1 hour and a half or 2 hours of content (it is the most usual).
That content is usually divided into three keys or three pillar factors that you are going to explain, and each one of them responds to a problem, frustration or doubt that your potential client has.
Therefore, what you will do is make the person see the solution to all these problems, but how to solve it will be the paid training or product.
👉 The final 20 minutes of the webinar are used for the sales part, where once you have given the content to the attendees and you have been building trust and showing that you know what you are talking about, you relate those problems to your product or service: the solution.
👉 At the end you leave a space for questions and answers.
And this is, in broad strokes, how a webinar works when you intend to sell something.
Here are some examples of webinars to finish the post 🙂
Example of a free webinar to later sell a consulting service.
Paid Webinar Example
Is it clear to you what a webinar is and how it works?
I hope I have resolved that doubt and that, now that you know what a webinar is, you are encouraged to organize the first one to enhance the visibility of your brand and reach new potential customers.
If there is something you have not understood or you want to know more about the webinars, leave it to me in comments 🙂