What is a Webinar and Why is it the Best Way to Acquire Customers

How to create and record a webinar
I'm a marketing expert, a chef-in-training and a San Francisco resident. Also, I started this blog, Growth Marketing Pro and built it into a 6-figure passive income business in 18 months.
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What is a Webinar?

Webinars are powerful tools that businesses use to market products and educate customers.

Good webinar software (the tools we use to make webinars) deliver content in a convenient and engaging way. They’re effective at converting passive viewers into leads and revenue.

This blog (which I co-founded ?‍♀️) uses webinars all over the place because they’re the most effective way to sell 1) services 2) high ticket items and 3) software. We sell all three on Growth Marketing Pro.

Me!

Our “Growth Webinar” is watched for an average of 36 minutes per viewer. And it converts 12% of viewers into customers for our Growth Playbook product – a $1,000+ sale.

Plus, webinar marketing isn’t difficult – so you should be able to get plenty of attendees to watch your masterpiece. When we market our webinars, we get 50+ signups per day.

Webinars: the basics

Webinars are video seminars held online.

They can be live or automated (evergreen).

The person holding the online seminar is referred to as a host and they invite attendees to watch and participate in their webinar.

Webinars are good for a lot of things:

  • Showcasing new (or difficult to understand) products and services
  • Selling b2b products (ones that are used by other businesses)
  • Engaging blog audiences
  • Creating onboarding videos for employees
  • Selling SaaS products (software)

Another thing to know: the host should expect audience Q&A; webinars put you face to face with potential customers and they invite a lot of interest from those who watch.

In fact, webinars are interactive in a number of ways.

  • Attendees can use the chat section to ask questions at any time.
  • Hosts can take polls and surveys to keep attendees engaged and gather data.
  • Screen sharing can be used to give live demos.
  • Hosts can make exclusive product offers for attendees during sessions.
  • The best webinar platforms enable selling and have a bunch of bells and whistles for marketing your webinar (getting attendees to sign up).

Interested? Compare the top webinar services:

Zoom vs Webex vs GoToWebinar vs WebinarJam

WebinarJam vs ClickMeeting vs EasyWebinar vs GoToMeeting vs BlueJeans

Some History on Webinars

To look at the first real breakthrough in webinar technology, you’d have to go back to 1996 when Xerox PARC launched PlaceWear.

This early webinar software allowed for hundreds of viewers, plus chatting, polling and attendee takeover mode. Since then, the demand for interactive web conferencing has grown exponentially, leading to the development of amazing new features and engagement options….and some billion dollar valuations.

Why use webinars?

Splattering advertisements across the internet and hoping people take interest is no longer the most effective way to acquire customers.

Traditional channels like Facebook and Google Ads are great for lead generation — but they’re expensive and not terribly engaging.

Businesses use webinars in place of, or to augment the value they get from traditional marketing channels.

Webinars allow entrepreneurs and marketers to share content, stories and selling points with a captivated audience.

An awesome webinar infographic from Right Mix Marketing

It’s unlikely you’ll able to sit down one-on-one with each of your potential customers but webinars can get you pretty close to doing just that.

Users love webinars because they appeal to a variety of senses.

  • Attendees will see the people behind the business so they can put a face to the product.
  • Attendees will hear why they should trust your product while they listen to you explain why it’s the best in the world, in your own words.
  • Attendees will get a taste of your product as you walk them through the details and show them how it works with demos and screen sharing.
  • Attendees will be able to touch your product once you’ve shown them why they can’t live without it, and they make a purchase.

People watching your webinar have blocked out time to attend the event so we can infer they’re far enough along in the decision-making process to genuinely consider investing in your product.

From there, you can talk to your leads by taking surveys, polls and asking questions so you can get to know them individually and all within the same session.

Webinar software available on the market, like WebinarJam, does a great job of keeping track of the information and data you gather during webinar sessions. Using these stats as a resource will give you priceless insight into the needs and potential hesitations of your customers.

What types of companies should use webinars?

Webinars for B2B and High Ticket Items

There are major differences between B2B and B2C.

Selling to another business is a more delicate and complex process than selling from business directly to consumer.

Consumer purchases are cheaper and tend to be lower friction — like buying a pair of shoes online. Ecommerce companies don’t usually need webinars.

b2b vs b2c businesses

Businesses require more detailed information about the company they’re buying from. It can take a bit of time to fully understand the features and logistics of higher ticket products and webinars are the perfect settings to hash out the details.

B2B transactions often involve bulk purchases which means businesses are spending more and their purchase decisions become a part of their own brand identity. Credibility and brand recognition needs to be established before a sale is made. Webinars give companies a platform to fully communicate what businesses are buying into

If your business doesn’t have a marketing tool that consistently brings you good leads, you should look to webinars for acquiring customers. You’d be surprised how many of your LinkedIn connections and professional email contacts will watch your webinar. It doesn’t hurt to reach out and ask them to join!

Webinars for Financial Services

Organizations that offer financial services like CPA or investment firms have a great opportunity to develop credibility and build trust with their clients through webinars.

CPA firms can walk potential clients through the process of how they scale businesses, create accurate projections and comprehensive budgets.

Tax and accounting logistics can be confusing and registering for a webinar prompts attendees to watch for a relatively long duration of time, enough time for firm representatives to fully disclose their processes and convince potential clients to buy into their service.

When choosing an investment company to work with, clients are looking at how companies will hold and manage their securities. These companies can use webinars to talk through examples of successful investment portfolios they’ve developed to show how their process works.

Webinars build trust.

Webinars for SaaS Products

If you run a SaaS business, you need to be using webinars for customer acquisition. You may already be using outbound sales or paid acquisition to generate leads, but both can be costly and time-consuming.

Using webinars to market your SaaS products ensures you’re spending time interacting with quality leads that are more likely to convert.

What’s a quality lead versus a bad lead? A bad lead is one that will never convert to a sale, so don’t waste time on the phone with them. Put them in an automated webinar and only call when they’ve watch and are inching closer to being sold!

Webinars are a marketing tool that is sure to shorten your sales cycle by bringing you good leads. This will lower the cost of acquiring customers (CAC), ultimately saving your business a significant amount of money in the customer acquisition process.

Marketing budgets go quick, so allocate your funds to places that are guaranteed to bring you leads.

Webinars for Blogs

Webinars are fantastic for bloggers selling products through their website. I can tell you from experience.

If you’re a blogger who has used your expertise to develop a marketable product, webinars will help you maintain good rapport with your readers.

They won’t feel you’re using them to turn a profit because you can show and explain to them how you genuinely care about adding value to them and their business.

If you’ve already given readers tons of invaluable information through your blog and other free resources, they’ll be dying to see what secrets have in store for them in your webinar.

Blogs are a platform where people can share what they know to readers with open dialogue. Webinars are an extension of that dialogue and they introduce products and services in a native way — so consumers drift through your sales funnel oh-so-easily.

Webinars for Event Planners

If your business hosts events or conferences, give your customers a feel for what to expect before they buy a ticket to an event or full day conference.

Do you have an outstanding keynote coming to speak at your event? Let everyone know who they are and why they can’t be missed.

Producing a full webinar lets attendees understand the legitimacy of your event. Your excitement for what the event holds will translate to attendees better than solely an invitation when you’re explaining it face to them face-to-face.

At the end of your webinar, when attendees are convinced the event is worth their time, you can offer up higher value ticket options like VIP or meet-and-greets so they can get the optimal experience.

Ways webinars can acquire more customers/leads

Extra Email Captures

With webinar software, any time someone registers to attend your webinar, their contact information can be saved in your CRM system.

If five new people register for your webinar today, that’s five new people you can send your regular email blasts to.

Getting your great content to as many people as possible is sure to rapidly increase your online visibility.

Webinars allow you to passively expand your pool for potential leads by consistently getting you in contact with more people.

Webinars Create Partnership Opportunities

Selling online doesn’t have to be so cut-throat. Find a business you admire that sells products similar or complementary to yours and invite them to collaborate on a webinar with you.

We’ve run webinars with one of our favorite email capture software tools, Hello Bar.

People love collaborations. Go look on YouTube. They’re literally everywhere.

Twice the expertise means twice the value. Collaboration in webinars takes the attention away from selling products and puts the focus back on learning from different perspectives within your industry.

Scripted selling points are presented in the form of organic conversation and attendees leave being inspired and eager to learn more meaning they’ll be more likely to buy your product.

Plus, both partners can activate their audiences. Which means double the viewership

Webinars = Content Marketing

Constantly having to generate new and innovative content is daunting and draining. But as you all know, we need to work smarter, not harder. The effort that goes into producing a webinar does not have to be gone as soon as the session ends.

Think of your webinar as a content bank you can pull from any time. You’ve created at least an hour long production, jam-packed product focused information. Here are some things you can do with pre-existing webinars.

  • Take clips of your webinar and post them on YouTube, your website, or wherever you share content.
  • Take the questions asked by attendees and create blog posts addressing their concerns.
  • Reiterate key topics discussed in your webinar by posting about them on social media and inviting them to watch the full thing.
  • Send out transcriptions or audio recordings of your webinar so no one misses out on the action. Use a tool like Upwork to find someone to transcribe your webinar.

The data gathered about your audience through questions, polls, and surveys tell you exactly what content you need to be creating to suit their needs.

Read more about how webinars can be a boon to your content strategy.

Webinars Can Boost Search Engine Optimization Rankings

Webinars give you opportunities to optimize your business’s online content, helping you rank higher in searches.

If you aren’t already using SEO as a key marketing tool for your business, here are some SEO hacks you should be using.

When it comes to SEO, reputation is the name of the game. When people frequently back-link to your content, Google gets the impression you know what you’re talking about so they boost your name to the top of the list when people search for the type of information you provide.

Content that tends to get back-linked to frequently includes video, infographics, GIFs and other high-touch stuff — videos are particularly engaging — they’re a combination of information and entertainment.

If you create webinars, other people are more likely to back-link to your site. Put your webinars on YouTube or Vimeo and you’ll increase the likelihood of people finding your content and using it as a resource.

Transcribe any webinar you’ve created into text and you have yourself a blog post with almost no additional effort. BOGO content for your site! More content on your site lets you be noticed by Google more.

So, Start Using Webinars…

Read our post to learn about best webinar software out there and find the one that best suits your needs at a price you can stomach.

*Articles on this blog contain affiliate links that GMP receives a small commission from at no cost to you. We only recommend tools we trust. And never ones we don't trust.


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