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What is a Webinar and Should I Host One?

What is a Webinar and Should I Host One?

By Callum Corley
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The internet has changed marketing forever. The Don Draper style of marketing has become out-dated and replaced by Inbound Marketing. With various social media platforms, a growing mobile device presence, and a seemingly never-ending supply of new acronyms, it is easy to get overwhelmed in the world of marketing.

So, let's evaluate what a webinar actually is and whether it would be of value to your business.

What is a Webinar?

Put simply, a webinar is a live video conference that uses the internet to connect the host to an audience from all over the world.

The host has the option to simply show themselves speaking or to switch to their computer screens for slideshows and demonstrations, or even invite guests from other locations to co-host with them.

Another feature is that the host is able to open up the floor to questions from his audience no matter their location. The majority of webinars will host Q&A features at the end of their presentations in a similar way that one would at a trade show or in-person conference.

Why host a Webinar?

There are numerous benefits to hosting a webinar. Market leaders regularly use webinars to give educational presentations related to their industry, and doing so allows them to connect with their audiences in a much more personal fashion.

However, there are other benefits if used correctly:

  1. It illustrates your authority and develops consumer trust.
  2. Allows you to develop personal business relationships.
  3. Raises your brand awareness.
  4. Can be recorded and re-purposed numerous times.
  5. Act as an incentive for future users to provide their details to CTAs.

Should I host a Webinar?

Webinars are great, however, they aren't for everyone.

Firstly, webinars aren't cheap. Leading provider, GoToWebinar.com, charge $89/mo for their basic package up to $429/mo for their most advanced. Although these cost pale in comparison to hosting a trade event, they still add up and you need to be assured of an ROI.

Secondly, to get the most out of a webinar you already need to have an industry following. That isn't to say you need to be the market leader, but there certainly needs to be a base level of regular followers of your business. There is nothing more demoralizing or counter-productive than spending hours researching and producing a webinar, only to have 0 viewers.

However, don't let these factors put you off!

A webinar could be fantastic for your business if used correctly. All it requires to be successful is some hard work to optimize the benefits. Choose a topic you already consider yourself an expert and research more! Market the webinar as if it were a your business's new product or holiday sale and encourage each follower to tune in. Finally, make sure you record it so that it is recyclable and can be used as content in the future as an incentive for new customers to sign up.

For more information on how to implement a successful inbound marketing strategy, click here.


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