What is a webinar, how does it work, benefits and how to do it

If it is really true that videos are the future on the internet, according to what the surveys indicate, you need to know what a webinar is.

It is a powerful digital marketing tool capable of generating leads and acting in the nutrition process until they become clients.

As you can see, the use of the webinar platform applies to all phases of the sales funnel.

And if so, how do you stop using it in your actions?

It is for that and other reasons that you should follow this article.

From now on, I am going to embroider everything related to the webinar: how it works, how to do it, its meaning, its participation in the marketing results and much more.

Are you ready for that dive in knowledge?

So, stay with me and find out what a webinar is and how to take better advantage of this fabulous tool.

What is a webinar?

What is a webinar?

Webinar is a kind of videoconference for commercial or educational purposes, in which a company uses an online platform to transmit a communication in one way.

The term abbreviates the expression in English, web based seminar, which means web-based seminar.

The best way to understand the tool and its potential within the marketing strategy is by making a comparison with the offline world.

Imagine that you want to launch a new product and you would like to make a presentation to the public.

Or, maybe you plan to give a conference aimed at your audience to reinforce your authority on a certain matter.

Instead of having the job of filling an auditorium and taking care of all the details that an event of this magnitude requires, you make the internet your place of performance.

In addition to the efficiency that that decision adds to your goal, the scope of action is unlimited.

It is very different to hold the same conference, seminar or exhibition in person, because in that case, your audience is restricted to the capacity of the space used.

Likewise, what will determine if the webinar is going to serve as a content marketing action or as a sales marketing, will be the issue addressed in the video event?

For the first purpose, the focus will always be to offer relevant content, with useful information that helps to position the brand or company as a reference and authority.

For the second, the action is clearly commercial, since it is used in the promotion and dissemination of a company or a solution that it offers.

Each purpose demands a different strategy and we will talk more about it throughout the article.

How does a webinar work?

How does it work?

Now you understand at least the basic concept of a webinar. But how does it work in practice?

A webinar can be done live or with a video recorded and broadcast at a pre-established time.

The first option is very interesting because it offers great potential for interaction.

In the same way that happens in a conference presented in any event center, it is important that at the end of the online exhibition, you open a space to answer the questions of the attendees.

Apart from that transmission detail, which can vary according to the situation and the objective of the action, understanding its operation is quite simple.

To do a webinar it is necessary to use your own online tool for that purpose (learn more about the platforms in the topic How to do a webinar).

Once the dissemination stage of the event is completed, the webinar goes on the air at the scheduled time and on the chosen channel.

It is interesting to note that to access the webinar, it is necessary to provide the contact email.

In this way, the action works as a means to generate leads, as well as the function of an e-book, for example.

The main characteristic of a webinar, as I have already explained, is one-way communication.

This means that there will always be a presenter / lecturer / speaker and only he speaks, while the others watch and listen.

Depending on the format of the action and the platform used, there is the possibility of sending questions and also interaction between the public, through the chat itself.

After the closing of the webinar, it is convenient to facilitate the video on a platform such as YouTube.

That allows those who could not see it at the scheduled time, have access to the content.

Benefits of a webinar

Benefits of a webinar

Before we go into detail about the main advantages of a webinar, we are going to show some numbers that reinforce the need for you to try that strategy.

Last year, the Content Marketing Institute identified, through surveys that two-thirds of B2B marketers (in companies) used webinars as a strategy, and that among them, 66% considered it a very effective tool.

Now, according to the data obtained in the Cisco survey, by 2020, more than 80% of all internet traffic will be through videos.

This corroborates that, what today may be used to differentiate yourself from the competition, will soon be a mandatory condition to survive in the digital environment.

So how about starting to use that powerful tool to your advantage later?

Look at the main benefits it provides to your marketing strategy.

Attention

It is no coincidence that the preference for video content is growing.

This happens because a good part of online users like to consume information

That way and not through a blog post, for example.

This does not mean that you should abandon the text strategy, but by adding the webinars, you can guarantee that the audience reaches a higher level of attention.

Envelopment

Envelopment

As much as your photo is in a blog post, allowing the user to see you in a live video establishes a stronger connection and encourages engagement.

For example, it is very different to insert a question in the comments of a post than to see it answered at almost the same time during a webinar.

This close relationship is very good for making conversions.

Authority

You have few opportunities like that to strengthen your authority in the matter that you dominate.

The power of video communication is in its high persuasiveness.

It is enough to show real mastery over what the subject you are talking about for the public to perceive it in the same way.

Traffic

A webinar causes a real positive chain reaction.

First, there are the leads that feed your email list.

Then, the interactions with your site, blog and social networks emerge.

As a result, there is an increase in the public with potential interest in the solutions you offer.

Sales

Without a doubt, it is much more difficult to convince a customer about a purchase need, when you write to him than when you speak to him.

For that reason alone, the benefit of the webinar is already clear to you.

But we cannot fail to mention that, as it is aimed at different people in relation to your sales funnel, it is a chance you have to bring your leads closer to the next stage.

Even a webinar works very well to clarify points about the solution you offer and eliminate any type of objection in relation to it.

How to do a webinar?

How to do a webinar?

Doing a webinar is not difficult, but the success of that action depends on planning. Ideally, you should go into the details of the strategy a month in advance.

It is also recommended to create a sequence of stages before, during and after the online event.

If you already know what a webinar is and understood its importance, but you still feel somewhat lost, don’t worry.

Then check the steps you must follow to create a successful webinar:

1. Choose the platform

This is a very important stage and it can take time, but don’t skip it.

Currently there are various platforms used for conducting webinars, some free and others paid.

To make a decision, take into account your need and how the tool you intend to use would meet your objectives.

Some of them are:

  • Google Hangouts
  • Facebook
  • YouTube
  • Webinar Jam
  • Twitch
  • WebEx
  • GoToWebinar
  • GoToMeeting.

2. Define the topic

This seems like the easiest stage, but believe it.

The results of your video action necessarily depend on the topic you are going to present.

It is essential that the theme you defined meets your objectives and at the same time those of the public, that is, they cannot be different. Well, if they are, the webinar will be of no use.

This exercise is similar to the one you do when you decide the subject for your blog, if you have one.

You do a keyword search to identify the topics of greatest interest, right?

Of course, it will not be necessary to use the most searched terms on Google during your presentation, but knowing them helps determine what the audience wants to know.

3. Choose the date

This is another detail that is belittled from time to time, as if it were not relevant.

Don’t make that mistake, since scheduling your webinar the day before a holiday or on a Friday, for example, almost always turns out to be unfavorable.

Again, you need to consider the interests of your audience to ensure they are online at the time of broadcast.

The less your event competes with others that may affect your audience participation, directly or indirectly, the better.

4. Create the Landing Page

Once the topic, date and time of your webinar have been decided, you must take good care of the piece that will guarantee the presence of the user among those registered in the event.

A landing page (l ending page) is a conversion page. With a visually clean and distraction-free proposal, it works like a webinar invitation.

This must include a short form for the user to register their name and e-mail.

Other information may be useful, but the essential thing is to ensure the previous two, because that is what truly characterizes a new lead.

The landing page of your webinar should have an attractive title, carefully used visual resources, clarity in the offer and the advantages that the event offers. In addition, a Call to Action CTA (Call to Action).

5. Disclosure

When you have the disclosure ready for your webinar, the next step is to offer it to the public of your interest.

This can be done in a number of ways. We are going to summarize the three main ones: email marketing, social networks and a CTA on your site or blog.

E-mail marketing

It is a very useful tactic, if you have a registered email base.

Take into consideration all the actors in your sales funnel, such as the target audience, leads, qualified leads and customers.

The closer your relationship is with the sender, the higher the chance that the action will be as successful as you expect.

Remember to present a short text, but not artificial. It must also be attractive for the user to click on the link that takes them to the landing page.

Knowing the details of your audience is the key to getting the type of language right and the proposal of what you offer them.

Social media

Does your audience use Facebook a lot? Instagram? Or maybe he’s a heavy Twitter user?

Whichever channel you interact with most frequently and in which you have the most followers, it is important to take advantage of all the social networks where your clients are present and active.

A short post, an attractive image and an invitation to register for the webinar are fundamental aspects of the strategy in the networks.

And of course, don’t forget to add the link that leads to the landing page

Place Call to Action on the site and blog

As I said before, the CTA is an L called to User Action. It’s in the middle of a blog post or on your own site. It can be presented in the form of a banner, in a button and through a link within the text itself.

All strategies can be valid as long as you evaluate the results.

The important thing is not to miss the opportunity to invite the public that visits your pages to participate.

Regardless of the CTA you use, it should lead the user to your landing page.

6. Make a script

After taking care of the dissemination process and maintaining that effort until the date of the webinar, it is interesting to prepare a script with the other actions to follow.

This is important because contrary to what it may seem, there are a number of details that cannot be forgotten when preparing a webinar.

Think, for example, at the time of the presentation in real time.

You know what you’re going to talk about, but what if at the time of the hour your mind goes blank?

Mastering the subject does not justify stopping to build a script that will serve as a guide to conduct the webinar.

For all that, you should not leave out anything that is important.

7. Use visual resources

Of course, it is important to create an environment conducive to the transmission of knowledge, but in the right measure.

This means that the room that will be used must not have elements that could contaminate the image.

In this case, go for the basics, such as a whiteboard and appropriate marker to highlight the necessary points.

To highlight the concepts, you can use colors and visual resources, especially slides.

The webinar must be interactive. As much as you are speaking live and answering questions, if the event lasts 60 minutes, it will be an hour with your face in front of the user’s screen.

It’s tiring for who’s watching, right?

So, plan to add explanatory materials on the screen, such as photos, among others.

Focus on all the positives for your webinar.

8. Present the webinar

Present the webinar

After having things ready, having verified the internet and renewed the invitation to whoever signed up, the time has come.

Don’t do all that alone.

An example, even if you present the webinar alone, have an organized “rearguard”, to control the comments.

If there are transmission problems, that person will be able to let you know what is happening.

Remember to be clear and didactic when explaining the topic and return to the points that require more attention.

Don’t forget to thank the audience at the beginning and at the end of the webinar.

It is an excellent opportunity to strengthen relationships with the user.

9. Evaluate the results

It is very important to set goals for the webinar, and after the event, confirm if they were achieved.

The number of participants is the first factor, of course. Or number of participants or first factor, of course. Do you agree with what you planned? Was it very different from the number of registered?

And about the quantity and quality of the interactions during the web nary, do you have something to say?

It is interesting to promote a survey with those who saw the event online, which can be done by e-mail.

10. Have it ready for those who have not seen it yet

All the work that you did, is not worth using only during the time that the webinar was on the air.

In addition to this, uploading it to platforms such as YouTube, helps to reinforce your authority and attract the attention of the audience to your brand or company, generating traffic on your site or blog.

Conclusion

Conclution

Conversing with your audience via video is becoming more and more important, as the relationships between you are consolidated.

The public wants the instantaneous, relevant content and practical information transmitted by someone who has authority on the matter.

All of this can be found in a webinar, which explains the growing interest in this tool.

Whether it is to sell a solution or to use it for educational purposes, there is no way to think about digital marketing today, without that type of strategy.

Now that you have learned what a webinar is, how it works, its benefits and how to do it, you are ready to generate and qualify leads through that tool.

As we saw throughout the article, this is a great opportunity to gain relevance and increase your sales.

So, let’s get to work!

If it is really true that videos are the future on the internet, according to what the surveys indicate, you need to know what a webinar is.

It is a powerful digital marketing tool capable of generating leads and acting in the nutrition process until they become clients.

As you can see, the use of the webinar platform applies to all phases of the sales funnel.

And if so, how do you stop using it in your actions?

It is for that and other reasons that you should follow this article.

From now on, I am going to embroider everything related to the webinar: how it works, how to do it, its meaning, its participation in the marketing results and much more.

Are you ready for that dive in knowledge?

So, stay with me and find out what a webinar is and how to take better advantage of this fabulous tool.

What is a webinar?

What is a webinar?

Webinar is a kind of videoconference for commercial or educational purposes, in which a company uses an online platform to transmit a communication in one way.

The term abbreviates the expression in English, web based seminar, which means web-based seminar.

The best way to understand the tool and its potential within the marketing strategy is by making a comparison with the offline world.

Imagine that you want to launch a new product and you would like to make a presentation to the public.

Or, maybe you plan to give a conference aimed at your audience to reinforce your authority on a certain matter.

Instead of having the job of filling an auditorium and taking care of all the details that an event of this magnitude requires, you make the internet your place of performance.

In addition to the efficiency that that decision adds to your goal, the scope of action is unlimited.

It is very different to hold the same conference, seminar or exhibition in person, because in that case, your audience is restricted to the capacity of the space used.

Likewise, what will determine if the webinar is going to serve as a content marketing action or as a sales marketing, will be the issue addressed in the video event?

For the first purpose, the focus will always be to offer relevant content, with useful information that helps to position the brand or company as a reference and authority.

For the second, the action is clearly commercial, since it is used in the promotion and dissemination of a company or a solution that it offers.

Each purpose demands a different strategy and we will talk more about it throughout the article.

How does a webinar work?

How does it work?

Now you understand at least the basic concept of a webinar. But how does it work in practice?

A webinar can be done live or with a video recorded and broadcast at a pre-established time.

The first option is very interesting because it offers great potential for interaction.

In the same way that happens in a conference presented in any event center, it is important that at the end of the online exhibition, you open a space to answer the questions of the attendees.

Apart from that transmission detail, which can vary according to the situation and the objective of the action, understanding its operation is quite simple.

To do a webinar it is necessary to use your own online tool for that purpose (learn more about the platforms in the topic How to do a webinar).

Once the dissemination stage of the event is completed, the webinar goes on the air at the scheduled time and on the chosen channel.

It is interesting to note that to access the webinar, it is necessary to provide the contact email.

In this way, the action works as a means to generate leads, as well as the function of an e-book, for example.

The main characteristic of a webinar, as I have already explained, is one-way communication.

This means that there will always be a presenter/lecturer / speaker and only he speaks, while the others watch and listen.

Depending on the format of the action and the platform used, there is the possibility of sending questions and also interaction between the public, through the chat itself.

After the closing of the webinar, it is convenient to facilitate the video on a platform such as YouTube.

That allows those who could not see it at the scheduled time, have access to the content.

Benefits of a webinar

Benefits of a webinar

Before we go into detail about the main advantages of a webinar, we are going to show some numbers that reinforce the need for you to try that strategy.

Last year, the Content Marketing Institute identified, through surveys that two-thirds of B2B marketers (in companies) used webinars as a strategy, and that among them, 66% considered it a very effective tool.

Now, according to the data obtained in the Cisco survey, by 2020, more than 80% of all internet traffic will be through videos.

This corroborates that, what today may be used to differentiate yourself from the competition, will soon be a mandatory condition to survive in the digital environment.

So how about starting to use that powerful tool to your advantage later?

Look at the main benefits it provides to your marketing strategy.

Attention

It is no coincidence that the preference for video content is growing.

This happens because a good part of online users like to consume information

That way and not through a blog post, for example.

This does not mean that you should abandon the text strategy, but by adding the webinars, you can guarantee that the audience reaches a higher level of attention.

Envelopment

Envelopment

As much as your photo is in a blog post, allowing the user to see you in a live video establishes a stronger connection and encourages engagement.

For example, it is very different to insert a question in the comments of a post than to see it answered at almost the same time during a webinar.

This close relationship is very good for making conversions.

Authority

You have few opportunities like that to strengthen your authority in the matter that you dominate.

The power of video communication is in its high persuasiveness.

It is enough to show real mastery over what the subject you are talking about for the public to perceive it in the same way.

Traffic

A webinar causes a real positive chain reaction.

First, there are the leads that feed your email list.

Then, the interactions with your site, blog and social networks emerge.

As a result, there is an increase in the public with potential interest in the solutions you offer.

Sales

Without a doubt, it is much more difficult to convince a customer about a purchase need, when you write to him than when you speak to him.

For that reason alone, the benefit of the webinar is already clear to you.

But we cannot fail to mention that, as it is aimed at different people in relation to your sales funnel, it is a chance you have to bring your leads closer to the next stage.

Even a webinar works very well to clarify points about the solution you offer and eliminate any type of objection in relation to it.

How to do a webinar?

How to do a webinar?

Doing a webinar is not difficult, but the success of that action depends on planning. Ideally, you should go into the details of the strategy a month in advance.

It is also recommended to create a sequence of stages before, during and after the online event.

If you already know what a webinar is and understood its importance, but you still feel somewhat lost, don’t worry.

Then check the steps you must follow to create a successful webinar:

1. Choose the platform

This is a very important stage and it can take time, but don’t skip it.

Currently there are various platforms used for conducting webinars, some free and others paid.

To make a decision, take into account your need and how the tool you intend to use would meet your objectives.

Some of them are:

  • Google Hangouts
  • Facebook
  • YouTube
  • Webinar Jam
  • Twitch
  • WebEx
  • GoToWebinar
  • GoToMeeting.

2. Define the topic

This seems like the easiest stage, but believe it.

The results of your video action necessarily depend on the topic you are going to present.

It is essential that the theme you defined meets your objectives and at the same time those of the public, that is, they cannot be different. Well, if they are, the webinar will be of no use.

This exercise is similar to the one you do when you decide the subject for your blog, if you have one.

You do a keyword search to identify the topics of greatest interest, right?

Of course, it will not be necessary to use the most searched terms on Google during your presentation, but knowing them helps determine what the audience wants to know.

3. Choose the date

This is another detail that is belittled from time to time, as if it were not relevant.

Don’t make that mistake, since scheduling your webinar the day before a holiday or on a Friday, for example, almost always turns out to be unfavorable.

Again, you need to consider the interests of your audience to ensure they are online at the time of broadcast.

The less your event competes with others that may affect your audience participation, directly or indirectly, the better.

4. Create the Landing Page

Once the topic, date and time of your webinar have been decided, you must take good care of the piece that will guarantee the presence of the user among those registered in the event.

A landing page (l ending page) is a conversion page. With a visually clean and distraction-free proposal, it works like a webinar invitation.

This must include a short form for the user to register their name and e-mail.

Other information may be useful, but the essential thing is to ensure the previous two, because that is what truly characterizes a new lead.

The landing page of your webinar should have an attractive title, carefully used visual resources, clarity in the offer and the advantages that the event offers. In addition, a Call to Action CTA (Call to Action).

5. Disclosure

When you have the disclosure ready for your webinar, the next step is to offer it to the public of your interest.

This can be done in a number of ways. We are going to summarize the three main ones: email marketing, social networks and a CTA on your site or blog.

E-mail marketing

It is a very useful tactic, if you have a registered email base.

Take into consideration all the actors in your sales funnel, such as the target audience, leads, qualified leads and customers.

The closer your relationship is with the sender, the higher the chance that the action will be as successful as you expect.

Remember to present a short text, but not artificial. It must also be attractive for the user to click on the link that takes them to the landing page.

Knowing the details of your audience is the key to getting the type of language right and the proposal of what you offer them.

Social media

Does your audience use Facebook a lot? Instagram? Or maybe he’s a heavy Twitter user?

Whichever channel you interact with most frequently and in which you have the most followers, it is important to take advantage of all the social networks where your clients are present and active.

A short post, an attractive image and an invitation to register for the webinar are fundamental aspects of the strategy in the networks.

And of course, don’t forget to add the link that leads to the landing page

Place Call to Action on the site and blog

As I said before, the CTA is an L called to User Action. It’s in the middle of a blog post or on your own site. It can be presented in the form of a banner, in a button and through a link within the text itself.

All strategies can be valid as long as you evaluate the results.

The important thing is not to miss the opportunity to invite the public that visits your pages to participate.

Regardless of the CTA you use, it should lead the user to your landing page.

6. Make a script

After taking care of the dissemination process and maintaining that effort until the date of the webinar, it is interesting to prepare a script with the other actions to follow.

This is important because contrary to what it may seem, there are a number of details that cannot be forgotten when preparing a webinar.

Think, for example, at the time of the presentation in real time.

You know what you’re going to talk about, but what if at the time of the hour your mind goes blank?

Mastering the subject does not justify stopping to build a script that will serve as a guide to conduct the webinar.

For all that, you should not leave out anything that is important.

7. Use visual resources

Of course, it is important to create an environment conducive to the transmission of knowledge, but in the right measure.

This means that the room that will be used must not have elements that could contaminate the image.

In this case, go for the basics, such as a whiteboard and appropriate marker to highlight the necessary points.

To highlight the concepts, you can use colors and visual resources, especially slides.

The webinar must be interactive. As much as you are speaking live and answering questions, if the event lasts 60 minutes, it will be an hour with your face in front of the user’s screen.

It’s tiring for who’s watching, right?

So, plan to add explanatory materials on the screen, such as photos, among others.

Focus on all the positives for your webinar.

8. Present the webinar

Present the webinar

After having things ready, having verified the internet and renewed the invitation to whoever signed up, the time has come.

Don’t do all that alone.

An example, even if you present the webinar alone, have an organized “rearguard”, to control the comments.

If there are transmission problems, that person will be able to let you know what is happening.

Remember to be clear and didactic when explaining the topic and return to the points that require more attention.

Don’t forget to thank the audience at the beginning and at the end of the webinar.

It is an excellent opportunity to strengthen relationships with the user.

9. Evaluate the results

It is very important to set goals for the webinar, and after the event, confirm if they were achieved.

The number of participants is the first factor, of course. Or number of participants or first factor, of course. Do you agree with what you planned? Was it very different from the number of registered?

And about the quantity and quality of the interactions during the web nary, do you have something to say?

It is interesting to promote a survey with those who saw the event online, which can be done by e-mail.

10. Have it ready for those who have not seen it yet

All the work that you did, is not worth using only during the time that the webinar was on the air.

In addition to this, uploading it to platforms such as YouTube, helps to reinforce your authority and attract the attention of the audience to your brand or company, generating traffic on your site or blog.

Conclusion

Conclution

Conversing with your audience via video is becoming more and more important, as the relationships between you are consolidated.

The public wants the instantaneous, relevant content and practical information transmitted by someone who has authority on the matter.

All of this can be found in a webinar, which explains the growing interest in this tool.

Whether it is to sell a solution or to use it for educational purposes, there is no way to think about digital marketing today, without that type of strategy.

Now that you have learned what a webinar is, how it works, its benefits and how to do it, you are ready to generate and qualify leads through that tool.

As we saw throughout the article, this is a great opportunity to gain relevance and increase your sales.

So, let’s get to work!