Webinars Are an Effective Small Business Marketing Tool

Webinars can rank high as part of a content marketing strategy and create great interaction with clients and prospects. With regular content marketing as a key strategy, the versatility of webinars places them in a class of their own. They are ideal for an Internet marketing consultancy, such as the one I manage, but they can be used for a nearly infinite variety of professional practices and small businesses.

What Purposes do Webinars Serve?

People buy from businesses that they trust. Webinars allow you to provide useful information and tips to your prospects and clients. It is a great way to:

• Develop relationships

• Educate prospects on your areas of expertise

• Get attendees interested in your services

• Build credibility and trust

Webinars Run on Great Content

Webinars are a group communication, usually led by one person or a few people, and broadcast over the Internet for a purpose shared by all participants. I use them to provide information and tips that will be of interest to my target audiences.

I create our webinar content using PowerPoint and provide the slides to the attendees after the webinar.

Here is an example of some of the recent webinars we have done:

  • How to Get Found by Google
  • Maximizing LinkedIn for Professionals and Small Business Success
  • The Power of Blogging for Business Success
  • How to Use Facebook to Grow a Small Business
  • Etc

I do 15 to 20 webinars a year.

Benefits of Webinars

  • The main advantage of a webinar is that it allows presentations with many people without any of them actually having to go to an office or travel anywhere. This can save a great deal of time for attendees.
  • Webinars are like conferences but save money for both organizers and attendees normally required to travel to attend and incur hotel accommodations, travel costs, food, registration costs, etc.  I offer all my webinars for free which is common.
  • It is a great way to break the ice with potential clients. One survey shows that as many as 25% of attendees will quickly buy goods or services while an additional 50% will do so within the following two years of participation in a webinar.
  • It provides the opportunity to cement real connections. They are great lead generators.
  • It allows for more interactivity than phone calls because videos, presentations, documents, and other graphics can help clarify the messages.  Q & A at the end of the session (or during) allows attendees to ask relevant questions and clear up confusions on the spot.
  • The sessions can be recorded, which allows the users to review if necessary.
  • Webinars can also be used for client training sessions.

There are a number of excellent webinar services available. The one I have used for years is GoToWebinar which also includes in their package, GoToMeeting which I use daily for online meetings. I find that doing demonstrations online is very valuable for both client management and sales.

If you have thoughts or insights on how to use webinars for small businesses, please leave a comment.

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