A Webinar As a Marketing Tool

Online events have their advantages over offline meetings – they are accessible, require relatively small investments, and have the potential to reach thousands of people. Conducting an internet meeting does not require special technical skills, but preparation with a clear action plan is important.

In this article, we will explain what webinars are, the different types of webinars, and the advantages of this format. You will learn how to conduct an online meeting and choose the right platform.

What is a webinar

A webinar is an online event conducted in real-time. Speakers present to an audience through a special window on the screen, while a presentation or screen demonstration is shown simultaneously. Other participants communicate through a chat, asking questions to the host or reacting to their words. Occasionally, webinar attendees are given access to participate in the broadcast.

Online webinars are used for education, promoting products, and business meetings. For marketers, this format provides an opportunity to gather contacts of potential clients, build trust with the audience, and share important information. Video webinars can reach anywhere from a few dozen to several thousand people.

Classification of webinars

Webinars are categorized by objectives, open or closed, the format of the speaker's communication with the audience, and price.

Advantages of webinars

How to get ready to the webinar: a step-by-step guide

• Introduction and audience engagement: Greet participants and perform a connectivity check. Ask a few questions to engage the audience and outline the sequence of topics.

• Lecture with valuable content: Deliver a presentation or lecture that provides useful information relevant to the webinar's theme.

• Interactive session: Engage participants through interactive elements. The speaker can ask questions to the audience related to the topic. This interactive block can be repeated multiple times during the webinar.

• Product promotion within the context: Showcase and promote your product or service within the context of the webinar's theme. Explain how it relates to the topic and its benefits.

• Q&A session: Allocate time to answer questions from participants. This allows for direct engagement and provides an opportunity to address any queries or concerns.

How to record a webinar: Many platforms have a built-in feature. Another option is to use third-party applications to record the screen and audio.

How to draw attention to a webinar

1. Post information about the webinar on the brand's social networks and partners.
2. Publish the news on the website.
3. Run targeted and/or contextual advertising.
4. Buy a post about the webinar (or repost) on blogs or bloggers.
5. Do an email newsletter to your contact base, or in messengers.
6. Spread the word about your webinar in the media.

Webinar platforms: paid and free webinars

Webinars have long been used in marketing and other areas, so there are enough paid and free services for online events on the market. Let's talk about some of them.

ZOOM

One of the most popular and well-known programs for online meetings is also used for conducting webinars. It features recording of the session, presentation and screen sharing, as well as a chat function.

The free plan is limited to 100 participants and 40 minutes, after which you need to recreate the online conference. The highest paid plan allows up to 1000 participants and 30 hours of usage, along with cloud storage.

Now, the platform has a separate service called ZOOM webinar, which offers interactive polls and quizzes. This service is available for a fee.

Google meet

Google Meet is a simple unified service for online meetings with fast event creation and the ability to plan and integrate with your calendar. A webinar link can be generated with a single click. In the free version, up to 100 people can participate in an online meeting with a time limit of 60 minutes. Paid subscriptions increase the time limit to 24 hours, and up to 500 participants can attend the webinar.

Recording a webinar is only possible from a computer with a Google Workspace subscription. Additional bonuses include noise cancellation features on certain devices.

YouTube Live

Live streams on YouTube are always free, but they lack the specialized webinar features such as polls and quizzes. However, they offer advantages such as unlimited participants, automatic recording that can be made private, screen sharing, and a chat function.

One downside is that verification is required before starting a live stream, so it is advisable to plan the webinar on YouTube in advance.

GoTo

GoTo is a leading platform for webinars and online meetings, offering a comprehensive set of features for seamless virtual collaboration. With GoToWebinar, users can easily schedule, host, and manage interactive webinars. It provides features such as customizable registration forms, engaging audience interaction tools like polls, surveys, and Q&A sessions, and robust analytics for tracking webinar performance. GoToMeeting offers powerful online meeting capabilities, including HD video conferencing, screen sharing, and collaborative tools like whiteboarding and file sharing. With its user-friendly interface and reliable performance, GoTo provides effective solutions for engaging webinars and productive online meetings.

Webex Events

Webex Events is a feature-rich platform designed for hosting large-scale webinars and virtual events. It offers a wide range of interactive features, including customizable registration pages, audience engagement tools like polls, surveys, and Q&A sessions, and the ability to host events with up to tens of thousands of participants. Webex Events also provides robust content sharing capabilities, such as screen sharing, document sharing, and breakout rooms for interactive sessions. With its reliable performance and integration with other Cisco Webex tools, Webex Events offers a comprehensive solution for impactful and engaging online events.

Summary

Webinar is an online event with one or more speakers. Participants react to the speaker's presentation only with messages in the chat, less often they get access to the broadcast. The webinar window has features to add a presentation, screen sharing. Some platforms add interactivity through polls and quizzes.

Through webinars, brands expand their audience, attract new customers, and present their products and services. To prepare a webinar, you need to write a script, choose a platform and check its technical features. It is important to hold an online event with a moderator who will monitor the sound, the work of the platform, and help participants while the speaker continues the lecture.

When creating a webinar, you should at once think about its promotion through social networks, website, media, targeted or contextual advertising, and mailings.