What is a Webinar and How Does it Work? A Guide to Webinar Marketing

Even though webinars have been here for a long time, with the continuous rise of video content’s popularity in marketing, web presentations are the way to go.

If you’re new to webinar marketing, read along and find out what webinars are, their main benefits, and how to create them.

What is a webinar?
Webinars (web seminars) are video presentations, workshops, or lectures hosted online, usually via webinar software. These online events are usually interactive, business-related and allow you to share your knowledge with virtually anyone in the world.

Web presentations and conferences are a highly interactive form of marketing and can be used as a relationship-building or authority-building tactic. But the possibilities are endless. You can even use webinars for internal team meetings if you’re part of a remote team.

What are the benefits of a webinar?
So, now you know what webinars are. But why do you need webinars?

Here are the main reasons you should host a webinar:

First of all, they help you build a list. Every registered person is a new contact in your database.
Online seminars establish you as an expert, a trustworthy and reliable source of information in your industry. They allow you to share your expertise with your target market. You can personally provide solutions to their problems, which can clear their doubts over your product.
If you record your webinars, they will serve you as valuable content you can share with your audience later.
By registering, people are demonstrating an interest in what you are offering – they become qualified leads, making it easier to nurture and convert them.
They can help you train and onboard new employees in a ‘fun’ way – it’s always better to explain important issues by talking, not writing long-form text.
Every web seminar you run gives you many branding opportunities. With webinars, you build brand awareness and set the brand voice.


Webinar types by different purposes
1. Educational
If you want to educate your audience on the field you’re an expert within, webinars are one of the most effective ways to do it. To run an educational webinar, it’s best to use well-prepared slides or a whiteboard video, as it utilizes the visual capabilities of webinars.

Also, don’t be afraid to ask external expert speakers to collaborate with you!

2. Product webinars
When you have a great product to showcase to a lot of people, turn your usual event-goers to webinar participants. You can give them a detailed presentation, including every detail, answering their questions. While running a product webinar, you’re educating the participants and getting their attention with your product, so you’re able to nurture your leads and even convert them into actual customers, making a sale. This allows you to collect the much-needed feedback on your product or tool.

3. User onboarding
If your company is offering software, you will benefit from a user onboarding webinar the most. Make sure the learning curve is as soft as possible by inviting new users to participate in a webinar that you run for newbies regularly, for example, once a month. Run a user onboarding webinar making use of a screen sharing option.

4. Employee training and team meetings
Of course, running webinars to convert is beneficial to your business. But that shouldn’t stop you from using webinars for team meetings and training your employees when you have a remote team, or a team too big to fit into a room together. Webinar training is the best way to pass the knowledge and teach practical skills to your employees when you made the switch to remote work, as this type of content is more engaging than written material.

5. Lead generation and list building
When you promote your webinar across different channels, focus on one persona that you’d like to attract. When they register, they will trust you with their email address, and that’s the starting point. You’ll gain valuable and interesting leads you can follow up with, and nurture them into conversion later. You can also host paid and free webinars with the help of marketing funnels.

6. Customer retention and nurturing
While hosting inspiring webinars may be great to attract new people to your brand, it’s equally as good for nurturing customers that are already on board with you. The personal relationship you build along the way is key to keep them coming back. With such webinars, they can keep track of your newest products and announcements. It’s also a great opportunity for your clients to ask important questions when you’re more approachable than ever.

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