The Coronavirus pandemic has presented us with new challenges that we probably could never foresee facing as a nation and globally. The social distancing and subsequent lockdown have forced the majority of South Africans to work from home. Social distancing and working from home have caused a massive rise in internet usage. The fact that the majority of the population currently spends most of their time on the internet presents an opportunity for you to increase your online visibility. If your business is classified as a non-essential service and cannot operate during this time, you need to ramp up your social media strategy to stay memorable as well as maintain and relationships with your customers.
In a previous post titled ‘How To Market Non-Essential Services Online’, we made mention of utilizing different content types and incorporating video or webinars to your social media plan. Webinars present the perfect opportunity to engage with your customers in real-time and to create evergreen content that can live on your YouTube or Facebook. Taking into account the surge in video conferencing app downloads, it makes all the sense to invest some time in webinars and video content.
1-grid has been conducting a series of webinars and giving helpful tips on increasing your social media reach, web security and other insightful topics surrounding online marketing. We have a few useful tips to getting your business webinars off the ground.
First things first, choose the topic.
The point of departure for your webinar should always be selecting your topic. There are a few things to consider when deciding on a subject matter. What would bring the most value to your audience? Do some research to determine what your audience’s frequently asked questions are. You can extract your site search data from Google Analytics; this will determine what the top phrases that your customers type into your search bar. You can also get insightful data from your customer support. They deal with customers and know what the frequently asked questions or queries are. Google featured snippets also provide invaluable insight on search queries.
Have a game-plan.
Sketch out what you want to cover in the webinar. Have an outline od your webinar because having a set plan with a beginning, middle, and end make it easier for you not to get derailed and to stay on-topic. It would also be advantageous if you could attend other webinars to see how other companies or individuals conduct theirs. You can take what you liked from other people’s webinars and refine it to suit your audience.
Choose the type of app you want to use.
It’s more advisable to use an app that your customers already have. Not all your customers will have Zoom, for instance, and they’ll have to download the app to attend the webinar – it’s better to have as minimal friction as possible. Facebook, on the other hand, Is an app that the majority of people have already. Your business most likely has a following on there already. Just make sure that you save your webinar so you can utilize it on other platforms like YouTube or your blog as a content type.
Schedule your webinar.
Find a suitable time to conduct your webinar. You probably know the times when you get the most engagement from your social media posts – use that as a guide.
Market your webinar.
Make sure your audience knows about your webinar. Send invitation emails and post about it on your social media. Introduce the topic, host, time and app that your webinar will be taking place on. Make the copy catchy, so the intended audience feels compelled to attend. Also, send out reminders the day before and on the day.
Always, always do a dry run.
Rehearsing your webinar beforehand will save you so much anxiety and stress. It will highlight any technical difficulty that needs to be addressed and get you ready for showtime.
Other points to remember:
- If the first one doesn’t go as planned, be easy on yourself but keep at it.
- Follow up. Send emails and ask for feedback because this will help you improve for future webinars
- Engage with your audience
Invest some time in giving your audience value-added information and engaging with them on a human level during the pandemic.