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7 Effective Webinar Marketing Strategies

Posted: 09 Feb 2021 02:50 PM PST

Webinars are still viable marketing tools in 2021. With a webinar, you can deliver tremendous value to your audience, attract a wider audience to your brand, and help establish your brand as an expert in the field. There are so many ways to use a webinar—from product tutorials and training sessions to interviews and beyond. If you've never hosted a webinar, it might be time for you to give it a try.

Let's take a look at seven webinar marketing strategies so you can get the most out of your online events. These tips apply to both live stream webinars and pre-recorded webinars.

1. A Well-Planned Webinar Will Always Yield Better Results

Even if you have engaging content, a narrowed-down target audience, and the right SEO strategy, your webinar can still fall apart and never reach its goal if you're not planning properly. Webinars require a lot of research and planning, and you shouldn't neglect that aspect of the event. A well-planned webinar, much like a meeting or conference call, requires special attention to detail and planning.

That being said, it's a good idea to use an agenda or similar tool to guide yourself and your audience through the webinar. An agenda acts as a roadmap, and your audience will find it useful to know what's coming next. Don't make the mistake of throwing together a sloppy live stream. Your audience will recognize quality content when they see it, and it's easy to tell when someone's unorganized and scrambling to get on track.

2. Narrow Down Your Target Audience

Finding the right audience for your presentation is a task in and of itself. But when you successfully narrow down your target audience, you're gaining an advantage that can't be overstated. When you're marketing something, you have to be as specific as possible for the best results. Vagueness has no place here.

What does your target audience member look like? Where do they congregate? What products or services similar to yours are they interested in? How old are they? Gender? These are important questions you must ask before targeting a specific audience. Creating a customer profile is a good place to start. You'll essentially create a character sheet for your ideal customer.

3. Use The Right Platform

Of course, even with the best strategy, you'll still be limited (or not) by the platform you choose to host your webinar on. If you're using something like Facebook Live, you're not going to get that professional look that you need to truly sell what you're doing. Yes, social media platforms have a lot of reach, but you want a professional standard to set your brand apart.

Choosing a webinar service like Vast gives you all the tools you need to take your live stream events and webinars to the next level. Webcasting and webinar hosting is affordable, accessible, and gives you the power of customization over your content.

4. Use Your Networking Connections To Spread The Word

When you've written the material for your webinar, it's time to reach out to those networking connections you've created over the years. Turn to sites like LinkedIn, where you'll find thousands of professionals who may be interested in your webinar content.

Be sure to be descriptive—tell your connections exactly what your webinar aims to achieve, and how they can participate. It's good to offer some kind of incentive when possible also. Many companies will offer discounted courses or products to attendees.

5. An Effective SEO Strategy Matters

Don't forget about your webinar's SEO strategy. If you're not ranking keywords related to your webinar, no one will be able to find it. Even after it's already recorded or streamed, it should be put on your website and ranked with the proper keywords.

6. Create Engaging Content

The most important part of creating webinars is making your content engaging. With a good strategy, engaging content can increase viewer retention and brand awareness, but don't make the mistake of thinking the two are separate. You can't have a good strategy without engaging content, and vice versa.

Engaging content evokes emotion, teaches a skill or information, and keeps everyone focused throughout the presentation. If you're pre-recording your webinars, it's a good idea to let someone watch them before you post them. You might be surprised at how much insight just one viewer can give you.

7. Review Your Performance

You should also be reviewing your content, especially after you've finished the live stream. Many webinar platforms will provide real-time insights and analytics, so you can see exactly how your webinar is performing. It's good to know what your audience looks like, where they're from, and whether or not they stayed engaged with your content.