6 Tips to Help You Attract New Customers with Webinars

6 TIPS TO ATTRACT NEW CUSTOMERS WITH WEBINARS YBKBS Magazine for small business owners
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By Jess Dixon

Webinars have taken off in a big way. A webinar (a portmanteau of “web” and “seminar”) is an online talk, lecture, or panel discussion on a particular topic. They have been popular for a number of years, but the COVID-19 crisis has taken their potential to the next level due to mass cancellation of in-person events.

Webinars can be a highly efficient and cost-effective way of attracting new customers for your small business if you use them properly. That’s because all you need to run one is a little time and effort, a webinar hosting platform such as Zoom, and a stable internet connection.

Here are some quick top tips to help you run your first webinar and use it to bring in new customers.

Choose an enticing topic

What do your customers want to know about? The trick here is to identify problems or pain points your typical customer has, and seek to address them in your webinar.

For example, let’s say you’re an SEO expert. You might run a webinar on easy tricks to help your prospective customers optimise their sites for search. Or if you’re a social media manager, you might run a webinar on Instagram marketing hacks. And so on. Just make sure it’s relevant to your audience’s needs and your business.

Not sure what your audience wants? Ask them! Don’t be afraid to put a post or poll out on your social media channels, asking your audience what information they’d love to hear from you.

Time it right

Timing is everything with online events. Time it wrong, and even those who would otherwise have been interested won’t turn up. Studies have shown that Tuesdays, Wednesdays, and Thursdays are the best days to run virtual events, and that the middle of the working day is the best time. In other words, a webinar at 2pm on a Wednesday will fare much better than the same event at 6pm on a Friday.

Keep it concise, too. Your webinar should be no longer than about an hour in total. People are busy and have short attention spans, so keep it short and snappy.

Make sure you offer value

Realistically, most people who attend your webinar will never buy from you. That’s okay – digital marketing is at least in part a numbers game. Therefore, you need to make sure you offer value to those who have given up an hour of their time to attend your event, even if they never make a purchase.

The most important thing to do is to deliver on what you promised. If you advertised a webinar on a specific topic, make sure the vast majority of the session is taken up with providing actionable, useful information on that topic.

Yes, you can pitch your services. But do it briefly and do it towards the end. You need to make sure you’ve given your audience something useful before you ask them to spend money with your business.

Include a Q&A

The best virtual events are active as opposed to passive. Therefore, give your audience the opportunity to participate. The easiest way to do this is to include a Q&A session towards the end of the webinar. This will enable your audience to get involved, speak up about what matters to them, and derive additional value from the event by getting a personalised answer to their question.

Worried no-one will speak up? Recruit a friend or colleague to join you and get the ball rolling by asking the first question.

End with a CTA and special offer

The call to action, or CTA, is where you instruct your audience on what you want them to do next. The trick to getting them to do what you ask? Make it clear, and give them something in return.

Your CTA should be concise and easily actionable. For best results, pair it with a special and limited-time offer. For example, you might offer a 10% discount if they mention the webinar with their next purchase, give them a free ebook if they sign up for your email list, or allow them to book a free one-hour consultation with you.

Follow up

People sometimes need more than one reminder before they take action. If you don’t follow up with your attendees after your webinar, you’re missing out on valuable opportunities to connect with them and get conversions.

Send a follow-up email shortly after the event, thanking them for attending and reiterating the CTA. You can also ask for feedback at this stage, if you wish. This will enable you to do even better next time.

Did some people register for your event but not attend on the day? Follow up with them, too! Send them a recording of the event or a copy of your slides, and extend the attendees’ offer to them, too. If they were interested enough to register, you should consider them as viable business leads and follow up accordingly.

Have you run a successful webinar?

We’d love to hear how it went and if you have any further best practice tips to share with our readers!

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