Getting clients to attend your webinars on a regular basis will increase brand loyalty and visibility. It also opens the door wider for doing business. Creating a following will be down to several factors, not least how interesting the topics are, who is speaking and if clients are reminded to join.
Here are a few ideas how to get clients to join your webinars regularly.
Plan a series
If you have multiple webinar presentations about a central theme, your brand will become associated with that topic. If the theme is one that resonates with your market, and if it is a subject matter in which you have proven expertise or a unique perspective, clients will want to hear what more you have to say about the topic, and return for future episodes.
Advertise the next episode
If your webinar is part of a series, or even if it isn’t, plan ahead when you will host your next episode. As you sign off your current webinar, let people know when your next webinar will air, what you will be discussing and who will be speaking. This is an important step in getting participants to join your next programme.
You may even find opportunities to weave that future discussion into the narrative on the current episode, telling listeners that “we will dive into that topic in more detail next month”.
Of course, don’t forget to publicise each episode using your usual client communications channels, be it mailings, social media or advertising. Audiences always do better with reminders.
Be concise
What is the ideal length of a webinar? That, of course, depends on your audience and what you have to say. Often webinars last a whole hour, but if your typical listener is a busy business executive, they may prefer a 10-15 discussion. If you have a lot to say, you could always split your topic over multiple episodes.
If the format and content is right, they will come back for more. Test each episode by putting yourself in the shoes of your typical lister. Would you find the episode a valuable resource? Did you learn something new? Would you listen to another episode?
Have a fixed structure
People like routines as much as variety. Consider a fixed structure, so that listeners become familiar with your format. Also consider having multiple segments, or chapters, in each webinar, such as a news section, commentary, contrarian views, and recommended reading. That way you will cover a variety of angles, leaving listeners wanting more, staying engaged, and open to another episode.
Invite guest speakers
Guest speakers add variety. If it is an industry expert, listeners are likely to reserve the time to listen to the next episode. An exceptional guest speaker may also provide opportunity to grow your following by advertising the special guest on your show.
Develop a community
Webinars provide an opportunity for a regular following. Instead of a broad mailing list, consider inviting contacts directly through LinkedIn, or via a personal message. Invitees will feel like they have a personal connection with you, and will therefore be more likely to participate.
If you add interaction as part of your webinar, for instance through polling, chat functions, panels, or even breakout discussions, participants will feel that the content is tailored to them specifically.
Follow up afterwards
Each webinar should be followed up, even if it is a simple “thank you for attending” message. This opens the door for ongoing dialogue. And of course, this is also a nice opportunity to remind people of the next episode.
Go multi-modal
Although webinars tend to be long-form formats, each episode can be cut down and repurposed as smaller soundbites, screen grabs, quotes, write-ups, articles, slides and re-published across multiple media channels. This will get the message to a wider audience, but can also drive more traffic to your webinars when clients discover the wealth of information to be found in your webinars.
Gamify
Competitions can add future interest as you reward listeners for regular participation. Your competition could take any form, from a best caption competition, a quickest response challenge for the “first caller”, or a “hidden fact” that is mentioned in broadcast that can be answered by those who paid attention. If you feature the best responses and winners in future episodes, audiences will be interested to hear how they did.
Offer CPD points
If your content is educational of nature, also consider applying for / awarding continued education or professional development points through a relevant professional body. This will add a significant draw for listeners in industries where such points are required to show that professionals stay up to date with industry knowledge.
Thank you for taking time to read this post. You may also be interested in our recent posts in the Better Webinars series on driving engagement and simplifying production.
Signet Marketing helps businesses improve the quality and ROI of their video content and virtual events. Contact us to explore what we can do for you.