4 Unique Ways Webinars Add Value To Your Business

Some things simply can’t be said better than in a blog post. Just like some things can’t be better explained than in a video, or better displayed than in a sales brochure, or better sold than with a landing page.

Each method has its unique advantages that make it an indispensable part of a successful digital marketing strategy in its own right.

For some reason, however, even though they offer more unique benefits than almost all other forms of media, webinars are not often included in this lineup.

They’re seen as nothing more than an optional extra, reserved for big businesses that work in the SaaS field or have big budget marketing departments.

But whereas this may have been true twenty years ago, it’s far from accurate today.

In our age of information overload and fake news, the benefits of webinars are just as essential to your digital strategy as those of a social media presence. Customers need interactive media like webinars to know they’re in safe hands and that they can put their trust in the service.

They also offer countless benefits on the business side too — cutting out 100 percent of the travel and hassle of reaching out and speaking to customers in person.

Add to that the fact that you only need a mic, a good internet connection, webinar software, and an audience to get started, and there’s really no longer any excuse not to start your own webinar.

With that in mind, let’s take a look at four of the biggest benefits of webinars and explore how they offer unique value to your business.

1. Build A Valuable List

One of the major reasons businesses hold off hosting a webinar is because they can’t justify the time and effort it takes to produce such an elaborate product for free. But whereas webinars are not sold in monetary terms, your audience do buy them with their time and data — parting with valuable contact information and putting aside hours for listening to you.

The more details they hand over and time they spend on you, the more invested in your brand your audience becomes. Each act is a silent vote that says they trust your information and they want to hear more of it. In this way, a webinar sign-up is often a lot more valuable to your business than, for instance, a sign-up that comes from a Facebook ad offering a freebie download.

2. Gain Authority

When you create a webinar for your business, you make a bold statement to your audience and competitors. Unlike the odd blog post or Youtube video, a webinar shines the spotlight directly on you and essentially puts a sign up saying you’re the expert to go to on the given topic or area.

It’s a great tactic for improving your standing in your audience’s eyes, but also for rising up the ranks among other businesses. It’s not uncommon to initiate new B2B relationships via a webinar or spark joint ventures that allow you to take advantage of other peoples networks. They’re also invitations for the media or event organisers to pick you up and feature you as an expert.

3. Boost Retention

We all know that it’s much more cost-effective to retain a customer than to acquire a new one. And as they provide tonnes of value to your customers — they’re interactive, provide real-time engagement, and connect your audience with a wider network — there’s arguably no better way to keep hold of them than with webinars.

Of particular benefit is that you can receive honest and in-the-moment feedback from your audience. As a result, you can be constantly tailoring your webinar and improving each time around. Even if it’s the same content, you can always be refining your approach to provide more value and lead more people to the ultimate goal of a webinar: taking action.

4. Drive Sales

A webinar starts with one or a series of doubts, problems, frustrations, or other pain points, and it ends with the sale of your solution. Many businesses go wrong, however, when they take this process too literally; you don’t want to be teaching then selling your product at the last minute, but rather both teaching and selling at the same time.

In this way, you not only avoid the hard sell and the audience feeling like they’re being swindled, but you ensure you stay on point throughout the whole webinar. Although it is a chance for an informal discussion and to address random concerns, a webinar should always have a strict purpose and direction. This direction generally involves showcasing a problem, putting any doubts to bed, and gradually making them aware of the ideal solution (your product).

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Alistair Hague

Alistair Hague

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