Webinars can be a great lead generation tool — they allow you to speak to an audience without the expense, restrictions, or hassle of traveling and reserving space.
You can utilize slideshow presentations, distribute handouts, and upsell your services to participants digitally in much the same way as you would in a live event.
You need the right software to help you. Let’s talk about one of our favorites — Zoom Webinars.
What’s the Best Way to Use Zoom Webinars?
Webinar marketing is using an online seminar to connect with a broader audience and promote your business or product.
Companies use webinar marketing to:
- Demonstrate products and services.
- Expand on content published in a blog post.
- Showcase expertise, rather than pitching and selling.
Set the Stage
Create a pleasing background by using proper lighting, and a professional setting behind the host. You can use Zoom’s virtual background feature to help you with this.
Start giving info about ten minutes before your presentation begins, and welcome anyone who has already logged in. Introduce yourself and any other presenters or speakers.
Give a quick rundown of what you are going to be talking about today. You can go ahead and ask if anyone has questions and tell them to use the Q&A section. Be sure to do this again once you start your webinar.
Few things will cause attendees to tune out more quickly than a rambling, uninspired introduction. Keep your statement short and to the point. Encourage attendees to ask questions throughout the webinar.
After the webinar, get feedback from the attendees. What is their takeaway from the webinar? You should send a survey to each attendee to find out what they thought about your webinar and ask them what you could have done to make it better.
Ask questions to make sure you covered relevant and informative material that they will be able to use, and find out what improvements you need to make.
Any materials that you promised to send, such as PDFs or links to resources, should be sent out immediately after the webinar ends.
For maximum conversion potential, add each attendee to a lead nurture email campaign that provides them with more valuable information on the topic and where appropriate, introduce them to a tripwire offer.
A tripwire offer is for any product or service that helps them achieve an immediate positive result without spending more than $20. The best tripwires are $10 or less.
The goal of a tripwire offer is to give them a taste of what doing business with you is like, and as a bonus, you establish trust when they give you money, so they feel more comfortable giving you more money in the future.
Repeat customers are incredibly valuable; they:
- Spend 20% more than a first-time buyer.
- Have a 60-70% conversion rate.
- Are more likely to refer your business to others.
Zoom provides multiple reports to help you analyze your webinar. You can use their Poll, Q&A, Attendee, Registrant, and Performance reports. Use this data to analyze this event and plan for your next one.
Pricing for Zoom Webinars
Make sure to check the pricing page for up-to-date information, but as of the writing of this article, the pricing looks like this:
As Forbes was the first to report, Zoom removed a 40-minute meeting time limit on its free Basic accounts for students and teachers at K-12 schools in America. Zoom partnered with Clever, a sign-on service widely used by U.S. school districts to enable schools who don’t have access to its service to get it quickly. It also dropped meeting time limits for K-12 schools in a growing list of other countries impacted by COVID-19.
Zoom is working on essential improvements to issues that have come to light as a result of the surge in demand for their services. And while Zoom is not currently running any actual promotions, they are offering you extra support and resources at this time. This is a great way to see what you can do, or what you can do better with Zoom.
Pros and Cons of Zoom Webinars
Let’s do a quick recap of what you learned to sum up the key takeaways you need to remember to determine if Zoom is the right webinar tool for your business.
The best way to use Zoom webinars:
- Show off the benefits of your products and services.
- Provide visual explanations of concepts introduced in written format through blog articles, guides, or books.
- Demonstrate your expertise and establish trust with your audience.
- Follow-up with webinar attendees by sending them surveys and any materials or links you promised during the event. Add them to a lead nurture email campaign that offers them a tripwire product or service for maximum conversion potential.
How much it costs:
- $40/month or $400/annually to start, with pricing going up for additional attendees and features. Check their website for the most up to date pricing: Zoom pricing page
“Is it right for me?”
- The answer depends on what your business needs to do with their webinar, as well as several other factors. Let us help you determine if Zoom is right for you by scheduling your free phone call with our experts.
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Don’t waste time doing hours and hours of research and testing to find the right tool for your webinars — let us help.
Everyone’s needs and comfort level with technology is different. Doing a webinar is more than just setting one up and running it. You need to have a strategy for how you’re going to get people registered and move qualified prospects into a follow-up sequence after the webinar ends.
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