One of the main benefits of Digital Marketing is the possibility to adopt different strategies to impact the buyer persona.
So if you’re having trouble generating engagement with your leads and your conversion numbers aren’t so high, how about finding out how to increase sales with webinars?
With the right strategy, doing a webinar can become an efficient sales tool. This increase can happen during the webinar itself, or it can arise over time with a closer relationship with your audience.
However, much planning is required to succeed. Little by little, the quality of your leads tend to improve. Your brand strengthens its presence in the segment, and more deals are closed.
That’s why we’ll address the following topics in this article:
Want to learn more about how to optimize this strategy and its results? Continue reading this article!
What are the benefits of doing a webinar?
By understanding the buyer’s journey, it becomes clear that the sales process is not so simple.
However, the webinar can be an excellent tool to overcome the different stages of this cycle, and the benefits are the most varied.
When these advantages are explored, sales tend to increase.
That’s why we’ve separated some of them so you can add that strategy to your Digital Marketing plan. Check it out!
Brand awareness
The internet is full of information and content on the most varied subjects, and you need to find a way to differentiate your company from others.
With the production of webinars, your brand awareness should increase considerably.
By addressing issues relevant to your buyer persona, interest in your brand will grow more naturally. The better your production, the more well-known your company becomes.
Reaches a larger audience
According to a survey conducted by Adobe, 91% of users who sign up for a webinar follow live or watch the recording later. By performing content promotion, the tendency is that the reach of your content will be even higher.
It’s hard to overstate how handy this broader reach can be, especially as you break away from traditional, in-person events that just can’t compete in numbers. Say you run a small business in Lisbon, but you’re snagging viewers from São Paulo and Toronto in one go—suddenly your playbook looks a whole lot bigger. And honestly, the afterlife of recorded webinars often surprises even seasoned marketers. Those recordings keep working for you for months after, sometimes popping up in the least expected places, drawing in leads you never would have found with a standard blog post.
One thing that doesn’t get enough attention: time zones. If you’re hosting a live event, you’d think scheduling it for 5 p.m. in your own city makes sense, but there’s always someone on the other side of the planet just getting their morning coffee. That means your content stretches far wider than you might expect, even before you’ve uploaded the replay. You end up stumbling across viewers on LinkedIn who caught the talk three days later—people you didn’t even know were looking for your solution. That doesn’t usually happen with a physical seminar where everyone bolts for the door the second it ends.
On top of that, the chat logs and questions you collect from these far-flung attendees can be a goldmine. It’s not always obvious what themes will resonate, but when you see a flurry of questions pouring in from different countries, you get proof that you’re scratching an itch you hadn’t thought about. I’ve seen marketers tweak whole campaigns based on comments from webinar viewers they never expected—so don’t sleep on the impact of that global audience feedback loop. It’s more valuable than most realize until they see it in action.
Generates greater engagement
The same Adobe study still shows that the engagement during the webinar is high. More than half of the participants (54%) participate in surveys during the broadcast or leave comments in the platform chat. The audience often interacts with the content presenter.
Imagine if you add interactive content to your webinars? This engagement could be even more significant with your leads.
Sometimes it’s not just about the raw engagement numbers but the kind of conversations that start up. You’ll see follow-up questions in chat, or maybe a heated (but friendly) debate sparked by a surprising point during the session. These moments can be gold for building community around your brand, not to mention the sudden real-time user research you get. And occasionally, a small joke or personal anecdote by the presenter will pull in more comments than any slide, which is honestly great—people tend to remember stories much longer than statistics.
Position your brand as an authority
As a consequence of the topics above, your brand is positioning itself as a reference within its area of expertise.
Little by little, consumers start to rely more on the products, services, and solutions you offer.
The result? A better sales performance.
What can be done to increase sales with webinars?
So what do you do to increase sales with webinars?
Check out our tips, put them into practice, and produce even more relevant content for your audience!
1. Set a goal for each webinar
Before promoting and presenting a webinar, your first task is to set a goal. That is, what is the purpose of offering this content to your audience?
From this answer, it is easier to choose the approach and format of your transmission.
With the defined objective, you can worry about the content presented during the transmission, for example.
All this work helps to increase the efficiency of your webinar, making a more significant impact on your leads.
2. Do not fool the participants
No matter how relevant the engagement numbers are, an essential factor for increasing sales with webinars is not to mislead participants.
Studies show that the average attention span for the consumer is about 8 seconds. So start your webinar with what matters.
Don’t run the risk of losing part of your audience to irrelevant content.
Ideally, only address what can be valuable to those following the broadcast. A webinar that lasts 30 minutes and generates much engagement is preferable to extended content with a tired audience.
3. Don’t bother selling, but informing
An efficient way to increase sales with webinars is by taking advantage of the concept of Content Marketing.
Don’t just worry about selling your product or service, but try to convey relevant information to your audience.
Avoid pushing what you want to sell and focus on the solutions they can offer.
From relevant content, the consumer will start to trust your brand even more. In a way, it is a work of loyalty that can lead to more sales.
4. Interact with your audience
As the Adobe study showed above, participants in a webinar usually interact during the transmission. So it’s your job to make the most of your audience’s interest.
We’re not just talking about answering or reading comments. It’s important to make your audience feel a part of that conversation. Offer extra content, abuse interactivity, in short, encourage your audience to interact.
5. Track your performance
Last but not least, it is also essential to monitor the performance of your content.
Using metrics, you can better understand which webinars generated the best results. Little by little, you can understand what causes the most engagement with your audience.
The goal is to improve what you deliver to the user consistently. By carefully following the results of each webinar, mistakes can be avoided, and successful formulas developed.
Increase sales with webinars is, therefore, not such a complicated mission.
With a well-defined strategy, it becomes much easier to explore the benefits that a broadcast can offer.
From the tips and techniques we presented, the tendency is that your leads’ engagement increases and your sales performance follow this growth.
Besides the tips we presented in this article, it is also essential to consider factors that directly impact the quality of your broadcasts. To make sure everything is on track for your transmission, download our checklist for webinars!
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