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For most Convince & Convert readers, it's almost universally understood that a webinar is an invaluable content marketing product designed to bring in high-quality leads to your sales team. . However, there is a certain mystery surrounding webinars: should they be high in production value to convey the professional parity of the product itself? Should they be low-resolution recordings with outside experts to provide a behind-the-scenes look at how to really win with the product? Should they be pre-recorded and scripted? Should they be a free question-and-answer-for-all?
How should a company create an effective webinar?
Like all mediums, webinars are complex, and the right answer is highly dependent on the product and the team using them. For the initial setup, the following instructions on how to create a webinar as a guide in determining the raw format. Once the raw format is decided, a company can decide How to make sure your webinar works? by tapping into the relevant psychological triggers needed to drive the final purchase.
However, there are some holes in the overall setup, which this article hopes to fill. Specifically, a company needs to be aware of who it is targeting and how best to influence those people. Then how to make sure they are aware of the campaign from the start.
Always aim for the goal
When it comes to the psychological triggers to buy, you need to first have a much deeper understanding of exactly who you are trying to influence . Take into account the various cultural, social, personal, and psychological factors that can go into the purchase decision, as well as the initial signup and impression click decision.
Without getting too deep into this piece, consider where your target audience is.
- Are they ready to join your webinar when it's scheduled? If the product being sold is designed for their job, normal business hours make sense. If it's a side race, consider starting after 5pm or so.
- Are there language considerations? If the target audience is from a completely different socioeconomic status, consider the webinar's platform and minimum technical requirements to make it as easy as possible.
- What is the age of the audience? Is the product aimed at an older audience? Younger? Hips, casual, conservative, professional?
- Why is the audience joining you? Is it for learning? Is it because of the drive to succeed, or even fear?
Once the various sociological and psychographic profiles have been completed to the point of a firmer grasp of the target market Who it is, a company can devote resources to finding the ideal influencers to help it succeed.
Enter influencers
To dispel obvious myths, influencers aren't just about Kim K and her sisters selling the latest face cream on Instagram. While that's still an absurdly successful use case, any marketing medium and product combination can benefit from the right influencers. The problem is just choose the right type of influencer for the campaign .
Intellifluence Influencer Type Useful Matrix
Influencers can generally be categorized into three main categories:
- Hunger. For ease of definition, aspiration can be seen as the celebrity example Kim K above.
- Competent persons. These influencers are key to the webinar. Authoritative influencers are trusted subject matter experts, even in a narrowly defined niche.
- Equal. Peer influencers will resemble your peers and industry peers, from a B2B point of view.
Why do we care so much about authoritative influencers for your webinar campaign?
Using the above usefulness matrix, we were able to determine which type of influence is best suited for previously performed sociological and psychological profiling work on the target audience.
Approach problems. of course, but given the educational nature of the webinar, the ability to provide information in a reliable and relevant way geared towards commerce is a winning combination. Peer influencers also rate it pretty high, which we can look at in a later step.
Example: Jay Baer hosts a webinar for Convince & Convert's client SharpSpring. Jay is an authoritative influencer in marketing and marketing technology, and also helps drive sign-ups for virtual events through email, social marketing, and word of mouth.
Jay is an authoritative influencer who hosts and presents webinars to clients.
Jay also brought together authoritative influencers like Shama Hyder.
How to use authoritative influencers on your webinar
Pay them!
The article can be as concise as the previous sentence and still won't be a waste of a company's time. If a company can pay a well-known expert in their field to host a webinar on how they have had success using YOUR product, you will make a sale.
If you can't get the authorities to, you can encourage some guidance from existing customers to potential customers, aggregating peer-to-peer signals.
Host, co-host or organization?
In the short example above, the proposition is to pay the expert to host a webinar for his audience and followers on how to use your product as the expert sees fit, co-host with you for close co-citation (this is an authority trick).
As a next step, deliver the webinar to your potential audience via email with the ability to participate in a follow-up program hosted by the webinar series in which your salesperson you interact with the Q&A feature more. Since trust has been established with tacit expert approval, subsequent webinars can move deeper into the sales funnel.
Bring the wolves
In the final stages of the process, the goal is to generate more lead exposure and start the funnel.
Use an ongoing webinar series to engage people in the channel
One simple way to do this is to record an ongoing webinar series for those leads, using your top product users as experts weekly/monthly/quarterly . This series is recorded and subsequently made available through the following authoritative channels: YouTube and blogs . Since these peer users already love your product, you can compare their use of it as a bonus in many cases. The famous influential professor Cialdini calls this unity: the desire to remain among the wolves.
Encourage peer influencers to promote your webinar
This can be as simple as motivating peer influencers to share webinar registration details via Twitter and Facebook, using a series of relevant hashtags and short personal stories. Briefly explain why they will attend the webinar. Make it easy for them to do this by providing standard ad copy in Google Docs.
Boost email subscriptions
Another overlooked influencer delivery method is e-mail. Very good Convince & Convert via email Marketing with Jay's personal updates seamlessly intertwines story with brand goal. When a relevant email influencer is used to connect their audience with your upcoming webinar, amazing things can happen, which is why companies like Intellifluence is willing to splurge on such influencers. They can drive amazing signups!
Get some press
Finally, to wrap up the entire webinar campaign neatly with an influencer bow, consider running a targeted press relations campaign to expand your cognitive authority on the subject and attract some more eyeballs to your work. The goal of this step is not to submit a generic PR Newswire report and hope for the best. For best results, target journalists who have actively written about your industry and/or about webinar marketing in the past. Now you're doing something great that their audience can benefit from knowing about.
Be an expert
If you are just starting out in your content marketing journey and the whole process seems daunting, don't despair. You can become that authority yourself by taking the first step and writing about a B2B topic you know. In due time, you'll be a paid expert sharing your thoughts on a webinar.
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