Webinars
are a marketing strategy used by many companies. It is no exaggeration to say that the success of a webinar depends on attracting customers. This time, we will introduce some tips to keep in mind when attracting customers through webinars.
Tips for attracting webinar customers
The key to successfully attracting customers through a webinar is the planning of the webinar and the way you attract customers.
Webinar planning
When planning a webinar, you need to consider the purpose of the webinar. If your goal is to acquire leads (
lead generation
), set a theme that covers a wide range of areas related to your service. If you want to win business deals, you can think of useful information using services.
When considering the theme and content of a webinar, there are often cases where the original purpose is replaced. It is important to clarify and share the purpose of holding a webinar so that you do not unknowingly end up acquiring leads when the purpose was to acquire business deals.
Once the theme is decided, we will decide on the title. List the issues that your target customers can solve based on the theme, and then consider titles related to the high-priority issues. The title is an important element in attracting customers, so make sure to improve it repeatedly.
Tips for attracting customers
If you can start applying for a webinar two weeks before the event date, you can attract more people. The trick to attracting customers is to clarify the benefits of participation. The content of the webinar and the benefits of participation, such as the presentation of webinar materials, individual consultation, and limited campaigns, will be posted on the application page.
In addition, to increase attendance on the day of the event, we recommend sending reminder emails at least three times: one week in advance, the day before, and one hour before the day of the event. If you send emails using
MA
, you can check whether the email has been opened or not, so you can know when to send more effectively.
Main methods of attracting customers online
There are various ways to attract customers, but we will introduce five major methods.
Website/Owned Media
Attract customers by posting on your own website or
owned media
. You can post your site for free, but if your site has a low number of visitors, consider other methods as well.
email
We will send webinar information via email to your house list. It doesn’t cost anything to send a simple email, but it’s a good idea to maintain a distribution list on a regular basis to attract customers.
SNS
Announce it by posting it on your company’s SNS account. You can post for free, but if you use ads, you can attract customers efficiently by delivering content according to attributes. Since SNS has a high rate of dissemination of information, there is a possibility that target customers with latent needs will also be aware of it.
advertisement
Similar to SNS ads, web ads can be distributed based on attributes to efficiently reach target customers.
external media
You can advertise on portal sites such as Kokuchizu and Peatix where you can post for free without worrying about the cost. Additionally, by using advertising in industry-specific media, it becomes easier to reach your target customers.
Points for creating a webinar application page
Be sure to include the title, summary, and application form on the webinar application page. The summary will include basic information such as the date and time, viewing method, participation fee, contact information, and notes, as well as details about the webinar such as the program, agenda, and speakers.
In the application form, set the minimum items required for webinar participation and subsequent sales activities. All you need is 4 things: company name, full name, email address, and contact information. Adding too many items may cause people to drop out.
If you have decided to hold webinars on an ongoing basis, you can create them efficiently by preparing a template for the webinar application page in
your CMS
.
Key points for sending webinar announcement emails
When sending an announcement email to your company’s house listings, not only the title but also the first view will be effective in attracting customers. Consider placing a link to the application page on the screen that appears immediately after opening the email to encourage clicks.
To induce clicks, it would be a good idea to convey the results and reputation of past webinars numerically so that the benefits of participating in the webinar can be understood at a glance, and to appeal to users’ issues.
summary
This time, with the aim of successfully attracting customers through webinars, we introduced key points regarding announcement timing, application pages, and email distribution. There are various processes involved in a webinar from planning to holding it, but the points that affect attracting customers are intricately intertwined, so it is necessary to repeatedly make improvements.
Additionally, there are many useful webinar tools, but if you can utilize a tool that is integrated with CMS/MA, you will not only be able to streamline the work required to prepare a webinar, but also be able to analyze data.
If you can derive email delivery timing and email content that are effective for attracting customers from data analysis, you will be able to contribute to the success of webinars in attracting customers.