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Webinars: Modern Marketing Tool of Promotion: How to use Webinars for Brand Building

Webinars: Modern Marketing Tool of Promotion and Brand Building

While webinars are an excellent marketing tool for building a brand through content value rather than traditional advertising, standing out and reaching potential customers can be challenging in a world saturated with online content. A webinar, whether free or paid, serves as a virtual classroom or boardroom and is an online meeting often held in real time. It features a presenter delivering information and participants who listen and engage by asking questions in the chat.

Advantages of Webinars:

-  There is little barrier to entry.

-  Webinars are extremely cheap and easy to create.

-  The payoff can be significant.

-  Organizations can generate sales through webinars. According to webinar coach Jon Schumacher, you can make thousands of dollars from just one webinar.

-  Position yourself or your company as a thought leader on a global scale. HubSpot, for example, is seen as a thought leader because it provides innovative marketing software and hosts well-known conferences like Inbound. They share valuable knowledge, which is the most crucial currency in today's information-based economy.

-  Webinars provide an opportunity to be open and honest with your customers about your product or service and its value.

-  They enable you to create a personal connection with your audience and address their questions directly and promptly.

How to use Webinars for Brand Building

Webinars can be employed for brand building in the following manner (Dan Daemon, 2019):

1. Planning for a Webinar for Stronger Branding

a.  Determine the webinar’s goal: Put yourself in your customer’s shoes and think about the questions or queries they might have about the product, the issues they would face without your solution, and the features they would want explained in the webinar. Include the most relevant topics and try to fill informational gaps in your area of expertise.

b.  Formulate the topic: Be precise and deliver a clear message about what your webinar will cover. Ensure that participants know exactly what to expect so they are not disappointed with your brand afterward.

c.  Create an appealing banner: Include the most essential information, such as the topic, your name and credentials, and the date and time of the webinar.

d.  Choose a webinar platform: Select a platform based on criteria like customization options, such as colour schemes, logo uploads, page editing, and more. 

2.     Webinar Content Creation, Promotion, and Presentation for Stronger Branding

a.  Segment Webinar Content into Time Blocks: Break your presentation into five parts: introduction, content, value proposition, Q&A, and conclusion. An average webinar lasts 60 to 90 minutes. Allocate 5 to 10 minutes for the introduction and 10 to 20 minutes for polls, Q&As, and closing remarks.

b.  Work on the Transition Between Content and Offers: Script and rehearse your sales pitch to ensure you know when and how to ask customers to buy your product. This part can significantly impact your brand's success.

c. Include Your Logo, Icon, and Banner: Incorporate your branding elements throughout the webinar. Keeping your logo visible helps create strong associations with your brand.

d.  Promote Passionately and Consistently: Spend 20% of your time creating content and 80% promoting it. Without promotion, even the most insightful webinar won't reach its audience. Share your banner on all social media platforms and relevant websites.

3. Webinar Follow-up to Cement your Brand

a. Email before and after: Staying in touch with webinar participants before, during, and after the event is crucial. This helps reinforce your name, image, or logo in their minds. Frequent reminders increase the likelihood of attendance.

b. Offer prizes and discounts: Offering even a small discount can attract a larger audience and make your brand appear generous. Setting a deadline for availing the offer creates a sense of urgency.

c. Save their emails or phone numbers for future events: Hosting multiple webinars is necessary to establish your brand. Having a list of participants' emails or phone numbers helps in reaching out for future events.

Reference: 

Dan Daemon (2019) Webinars as a tool for brand building. https://myownconference.com/blog/en/webinars-tool-for-brand-building/

Dr. Karminder Ghuman, Head of MBA Department, LM Thapar School of Management,          Thapar Institute of Engineering & Technology (Deemed to be University), Patiala

This blog is based on contents from the book: "The Art and Science of Effective and Impactful Business Communication for Managers" 

https://rb.gy/t1fnup

This book has a compilation of research-based proven tools and strategies to guide professionals regarding the following aspects of business, corporate, and managerial communication:

Employability Skills and Communication

  • Cover Letter and Resume Writing
  • Group Discussion (GD)
  • Personal Interview

Writing Skills

  • Business Writing Strategy
  • E-mail Etiquettes
  • Letter writing
  • Agenda and Minutes of Meeting
  • Office Memo, Notice, and Circular Writing
  • Business Report Writing
  • Writing a Compelling Press Release
  • Business Proposal Writing 

Organizational Communication

  • Bureaucratic Communication
  • Satisfying Customer Care
  • Intercultural Communication
  • Leveraging Grapevine Communication
  • Dealing with Ego, Power, and Organizational Politics
  • Dealing with Aggression or Negative Emotions of a Senior at Workplace
  • Communication Dilemmas at Workplace
  • Communicating in Diverse and Hybrid Organizational Environment

Managerial Communication

  • Making and Delivering an Impactful Presentation
  • Probing and Confrontation Skills
  • Problem Solving: Creativity and Innovation – Role of Communication
  • Selling Skills
  • Effective Meetings
  • Conveying a Difficult Message
  • Negotiation Skills
  • Team Building, Group Communication and Inspiring Collaboration
  • Providing Feedback and Criticism
  • Conflict Management
  • Personality Type of Leaders/Managers and Communication Style
  • Communication Strategy and Decision-making Heuristics

Networking

  • Networking
  • Greetings, Introducing, and Rapport Building

Technology and Communication

  • Technology and Communication
  • Generative AI and Communication
  • Social Media Communication

Leadership Communication

  • Leadership Style and Communication
  • Communication Strategies for Corporate Leaders
  • Public Speaking
  • Persuasive, Confident and Decisive Communication
  • Increasing Productivity

Entrepreneurial Communication

  • Story Telling
  • Startup Pitching
  • Persuasive Techniques: The Language of Persuasion
  • Visual Content Creation: Blogs, Vlogs, Reels, Videos, Tags, and Hashtags
  • Content Writing and Career Opportunities

Monitoring and Measuring: Effectiveness of Communication

  • Communication Audit: Monitoring and Measuring Effectiveness of Communication
Location: India

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