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The Webinar Marketing Template: Your Key to Successful Online Events

There's no denying that video content has taken center stage in recent years. And if you've found yourself consuming more videos than ever before, you're not alone. In fact, B2B webinars and online events have...

There's no denying that video content has taken center stage in recent years. And if you've found yourself consuming more videos than ever before, you're not alone. In fact, B2B webinars and online events have seen a 10% increase in viewership compared to last year.

For B2B sellers, webinars can be a particularly effective tool, especially when it comes to engaging potential buyers at the top of the sales funnel (TOFU). In fact, participating in a webinar can entice 62% of buyers to request a product demo. But to achieve such results, you need to market your content effectively and promote webinars to your audience at the right time.

The concept of a webinar has evolved in recent years, but it still holds certain expectations regarding informative content and delivery methods. To create webinars that answer your audience's questions and nurture their interest in your brand, you need to plan them thoughtfully and methodically.

In this article, we'll provide actionable tips on how to create and market an effective webinar. Plus, we'll give you access to a free, downloadable webinar marketing template that includes every step you need to make your webinar a success.

What is a webinar?

A seminar is a class or training session where everyone can participate and ask questions. Take that seminar and move it to the web, and you have a webinar.

Webinars can introduce your audience to what your product does and how it works, or provide instruction for beginners, intermediate, and advanced users. Apart from generating and nurturing leads, webinars can also help you establish your brand authority and maintain customer loyalty over time.

Webinars occupy a unique space as a marketing tool, straddling the realms of video marketing and event marketing. Video is the medium of choice for delivering webinars, making it convenient to offer them as on-demand videos. However, it's also beneficial to think of a webinar as an event, rather than just a content deliverable.

Why webinars, and why now?

The pandemic forced many industries to transition their in-person networking and knowledge-sharing events online. Whether streamed live or offered as prerecorded videos, webinars bring together experts and insightful personalities in a format that's relevant and accessible to potential buyers like never before.

In the past, technology limitations and bandwidth constraints hindered the true potential of video online. But now, with high-resolution video and users' increased comfort with virtual events, webinars have soared in popularity. Recent statistics reveal the impressive rise of webinars:

  • Webinar registrations increased by 162% in the last year.
  • Webinar attendance nearly quadrupled, surpassing 60 million people.
  • 89% of marketers believe webinars are the best channel for creating qualified sales leads.
  • 43% of attendees exclusively watch on-demand webinars.

While audiences may be showing signs of virtual event burnout, webinars are here to stay. They offer training, instruction, and in-depth knowledge in a proven format without the overhead and logistical hassles of in-person events. Additionally, webinars can play a vital role in an inbound sales strategy, providing detailed answers to potential buyers' questions and helping them progress through the purchasing journey.

How to Market Your Webinar

Organizing a webinar requires a significant commitment of time and attention from your buyers. To reap the benefits of webinars as an integral part of your marketing strategy, it's essential to properly market them to their potential audience. Here are five best-practice tips to get you started:

1. Identify Your Audience

Understanding your audience is key to setting the tone, aesthetic, and presentation style of your webinar. It helps you choose the right platforms to advertise on and determine the topics that need to be covered. Gather customer data through surveys and other feedback forms to create detailed customer personas. These personas will help you accurately strategize ways to reach the real people you want to attract to your webinars.

2. Pick an Engaging Topic

By creating buyer personas, you can identify your audience's needs and pain points and develop webinar topics that address them. Engaging topics are those that help your audience solve specific problems they are facing. Webinars are ideal for exploring the wider context and related challenges associated with your field.

3. Create a Webinar Agenda

To create a webinar agenda, thoroughly research the topic and determine the scope of information you want to deliver. Break it down into sections and arrange it in a logical and comprehensible way. A well-structured agenda makes it easier for the audience to follow along and ensures that you deliver all the essential information to educate them about your chosen topic.

4. Promote It on Your Website

Webinars make excellent content for inbound marketing strategies. Highlight upcoming webinars on your homepage and company blog to grab visitors' attention as soon as they arrive. If your webinar is a major online event, consider creating a special subsite or landing page dedicated to it.

5. Promote It with Online Ads

Targeted online ads can be a great way to reach people who need to see your webinars, especially if you have well-defined customer personas. Social media platforms offer cost-effective ways to reach highly segmented audiences. Advertising on LinkedIn is essential for B2B sellers, but industry and trade publications can also be beneficial. Meet your target audience where they hang out online, right in their news feed.

How to Use the Template

Our free, downloadable Webinar Marketing Template is your go-to tool for planning, executing, and following up on webinars. The template includes:

  • An explanation of its contents and guidance on how to use it.
  • Space to detail your target audience and webinar objectives.
  • A checklist for everything you need to do leading up to the webinar, organized chronologically.
  • A checklist for the day of the webinar, ensuring everything runs smoothly.
  • A post-webinar checklist to help you follow up with attendees and leverage your recorded webinar content for ongoing marketing efforts.

The Right Webinar Can Drive Sales

In the world of B2B, flashy and superficial videos won't cut it. Buyers need substantive, in-depth information to make critical purchasing decisions. Webinars provide an effective and appropriate conduit for longer video content focused on education and problem-solving.

Prerecorded webinars can be ideal top-of-the-funnel (TOFU) content for serious buyers. However, getting them to register for live events when they're still in the research phase can be challenging. To encourage registration, leverage attribution-based marketing tools that map out the buyer journey and enable precise personalization. By delivering the right webinar content to buyers at the right time, you can drive B2B sales effectively.

Webinars are more than just a trend; they are a valuable tool for engaging your audience, showcasing your expertise, and nurturing leads. Use the tips and the free webinar marketing template provided above to create and market webinars that deliver outstanding results.