Using Webinars to Grow Your Email List
When you hear the word “webinar” what comes to mind? Maybe the words “outdated” or even “boring”? While both of things may be true in some aspects, webinars can actually provide a unique opportunity for you to grow the email list of your business. And as the work world continues to become more and more remote, webinars will continue to grow (again) in popularity.
Webinars provide an excellent opportunity to not only provide valuable information to potential leads, but also to establish trust and credibility as you demonstrate your industry expertise.
These are essential ingredients in growing a successful and engaged email list.
Below are some ways webinars can help you to grow your email list:
1. Provide free information to your target market
Webinars provide an excellent opportunity to give away free information to your target market or audience. By providing free, valuable information you are able to establish trust and credibility with potential leads which can eventually lead to them subscribing to your email list.
2. Increase engagement
Like it or not, some people just aren’t comfortable asking questions in front of a large audience. Webinars allow audience members (aka your potential customers) to ask questions in a chat without feeling like they are interrupting the flow of the presentation.
3. Cost-effective marketing
Instead of flying your entire team out to meet with hundreds or thousands of potential customers in a live event setting, a webinar allows everyone to join from the comfort of their own home or office. The costs remain the same as more people join as you don’t need additional conference or hotel space. Many webinar softwares are even 100% free to get started on as well.
4. Share evergreen content
Record your webinar and share it with the attendees or other potential customers in the future. Just because the webinar has concluded does not mean there is not any future value from the conversation.
There is also the ability and added benefit of including your own custom branding on the videos so that as they are shared you are known as the expert behind the content.
5. Be where your customers are
Your end goal is to sell your SaaS product to potential customers. Odds are, they are already very comfortable with the internet and video conferencing. If this isn’t the case, selling your product to these potential customers may need a more extensive sales approach than a webinar or live event regardless.
Attendees of your webinar have indicated an explicit interest in the topics that were covered. They have also set aside time in their schedule to attend, which indicates a certain level of commitment.
These are both excellent indicators that the person on the other side is a high-quality lead that may be interested in your product as long as you deliver on your implied promise of sharing valuable information.
Now that you know why webinars may provide a unique lead magnet for your business, how should you go about running a successful webinar?
Below are some tips to consider when organizing your first webinar:
1. Choose a specific topic
Craft your webinar around content where you have insider information or a unique perspective as the expert. Be direct and tell potential attendees exactly where you plan to offer value.
2. Invest upfront
Put in the time (and money) upfront so that your webinar appears professional and well produced. Give your attendees a crisp production that represents the quality of your main product offering.
If your webinar comes off as cheap or cutting corners, who’s to say you aren’t doing that with your actual product?
Invest upfront and treat your webinar as evergreen content that will be a key marketing lever going forward.
3. Promote, promote, promote!
If you film it they will (not) come.
After investing the time and money into producing your webinar, you will obviously want the content to be consumed and shared.
You will need to help kick off this flywheel by promoting it on your end. This includes letting your current customers know, sharing on social media and possibly advertising in the places where your potential customers hang out.
4. Have a clear call-to-action
Make sure that your webinar attendees have a reason for attending.
Do you want them to sign up for a trial of your product? Do you want them to sign up for your industry newsletter where you display more of your expertise? Do you want them to follow you on social media?
Be clear and offer an easy way for your attendees to stay in your company’s orbit if they found value in your presentation.
5. Follow up with your attendees after the webinar has concluded
Get feedback from your attendees! Find out what they found value in and where they think you came up short. This feedback will be valuable going forward as you refine the content for future webinars.
By following the tips above, you can increase the chances that your webinar is a hit and that the evergreen content acts as a growth driver for your email list going forward.
In a day and age where every company in the world is desperately fighting for eyeballs on their products, creating unique content such as webinars where you are able to develop personal relationships while showcasing your expertise just might give you the edge you need.
What are your experiences with webinars? Who have you seen that does them well? Let us know!