Although we’ve been shouting for a while about how webinars are useful for business, sales and generating leads, there are a lot of people who still haven’t made the choice to implement them into their content marketing strategy.
While a lot of people just aren’t yet aware of the power of using webinars (which is why we spend a lot of time shouting about just how useful they are), we think to some degree people are a bit afraid of them.
Look, we understand how you feel; webinars are no easy feat, but when done correctly they are worth their weight in gold when it comes to connecting with an audience and ultimately generating more business. We don’t want you to keep missing out just because you’ve heard a couple of horror stories about the big bad webinar. So today, we’ll be debunking some common webinar misconceptions and myths to hopefully show you just what you’re missing.
Webinars Aren’t Accessible
So this one’s a biggie. All the time we hear about businesses who want to start creating webinars, but just don’t feel like they can. This is typically for several reasons:
1. Webinars are too expensive
Well, we won’t lie to you - they’re a lot more expensive than, say, a social media campaign or series of blogs. But the results you’re likely to garner are going to be that much higher, that you can justify the spend.
It’s important to make sure that when you’re committing to a webinar platform, you’re ensuring an easy access to analytics so that you can accurately measure your ROI. It’s also worth noting that the more you put in, the more you get out.
We don’t mean financially, because you can create webinars on a budget - but if you do, you need to ensure you’re putting the maximum effort into research, planning and practicing to create the highest quality webinar that you can. Poorly researched and ill prepared webinars are completely unappealing to potential customers, and for good reason!
2. Webinar platforms require a subscription
Not planning on creating webinars on the reg? Then you shouldn’t subscribe to package that requires regular payment. You’re totally right, that’s a waste of money.
You’re also not wrong to say that a number of webinar platforms do require a subscription service, often throwing this upon webinar-newbies and taking advantage of this very myth. However, not all webinar providers do this! So, who offers a combination of different packages dependent on the needs of their clients?
Ding ding ding - it’s us! We don’t believe in tying you to those pesky lengthy contracts - and we don’t believe in companies that do either. If you’re looking to host just a one-off webinar, or the odd one here and there, our FastCast system may just work for you. And if you do require more frequent webcasts, we have a package to suit that too.
3. Webinars require advanced IT skills
Nope, not true. A good webcasting provider will have an accessible interface so that anyone can use them. They’re not difficult to set up, you don’t need a knowledge of HTML and you don’t need to be an IT whizz kid either.
Not to toot our own horn (again), but this is precisely what we aspire to provide with FastCast. We offer a free demo, so that you can check things out for yourself, and we’ll always have an expert on hand to help.
We know the live aspect of webinars is daunting, partly because of the threat of technical difficulties - which is why we ensure we have someone available to come to the rescue 24 hours a day.
Consider this: if you were holding a live presentation, there’d be the same risk of something going wrong. Power cut, or one of those slideshow nightmares where you lose all of your visual content. And in that scenario, you’re much less likely to have someone dedicated on the case within minutes! If your provider is a good one, they’ll have your back.
Webinars Only Have One Use
We also hear this one a lot, and it’s just not true. Webinars are an extremely versatile form of content; you can use them for all sorts - lead generations, sales, education, product launches and many many more. The limitations of your webinar - as corny as it sounds - are really only as restrictive as your ideas.
It’s also not true to say that webinars only work for those at the bottom of the sales funnel. Once you’ve established what, why and who your webinar is directed at, you can work to specifically tailor the webinar you make to achieve those goals and appeal to the correct demographic - whether they’re at the bottom or very top of the funnel.
Here are just a couple of the ways in which you could be using webinars.
1. Lead generation
Yep - we’re harping on about lead generation again. The thing is, webinars are such an ideal way to accelerate leads that it seems a shame for so many people to miss out on it. We’ve already written about this and made our own webinar on the topic, so we’ll keep it simple. But essentially:
- Webinar sign-ups generate leads even if not all attendees show, because you have a registered interest in the topic and contact emails to send mailers to.
- Webinars allow a personalised sales pitch.
- The analytics gained from your webinar service will be much more marketable than any other form of content you put out there.
2. Making sales
Again: webinars are a much more personalised way of selling a product or service. The potential customer can actually see you and interact with you during the webinar. This means any questions are easily answerable.
If you play your cards right, you’ll be able to entice your attendees throughout the webinar by addressing industry pain points and then seal the deal by offering a sales pitch at the end which is subtle enough not to seem sleazy, but bold enough to make an impact.
Product launches are especially useful for this. What better way to introduce a new product than be being able to literally demonstrate its uses to your audience?
3. Training sessions and thought leadership
A fantastic way to engage with your industry and offer your expertise within it, by offering tips, advice, and actually demonstrating your own capability. Not only will this serve to make you seem more qualified (and thus your products more trustworthy), but it’ll be really helpful for getting the name of your business out there and help you to make connections.
Plus, don’t forget that sales pitch - this could be a great way to introduce a course offered by your business, or other similar tools like books on the subject.
Webinars Won’t Work For Me
Well, you could be right - but how will you know unless you try? The thing it comes down to is what we said before; a lack of awareness on the versatility, and multi-purpose nature of webinars as a form of content.
This usually comes down to its own set of webinar myths, so we’ll break those down for you too.
1. My audience isn’t large enough
Not a problem. No, seriously. One of the great things about webinars is precisely that it can create you a larger audience.
For example, webinars are a really brilliant way to assert yourself as a thought leader within your industry - particularly if you’re able to come up with solutions to problems and address pain points, whether through a new product, or just by addressing the problem.
It’s a sure-fire way to gain you a following within the industry if you’re regularly addressing these problems and offering fresh new ideas. The catch is just that - the ideas have to be fresh and new. If you can offer genuine new takes or perspectives on a problem, you’re sure to capture some attention. If you’re simply rehashing old ideas and masquerading them as your own, no one is going to be interested. Which is why, as we always say, you need to take time to think of interesting ideas for your subject, and research, research, research!
2. Webinars won’t fit with my marketing strategy
The truth is, if you’re not using webinars as a part of your marketing or sales strategy, you’re missing out.
The versatility of their form, the benefits to your website SEO, and the multi-purpose opportunity for the content are all just a few reasons why webinars could be key to your content marketing.
For example, you can repurpose the content into social posts, blogs, infographics, whitepapers, podcasts and more. You could centre an entire social campaign around an upcoming webinar, offering small, inviting tidbits to later tackle in the full thing.
3. Webinars require good public speaking skills
Fun fact: public speaking is actually one of the most common adult phobias, so it’s fair to see why this part might put some people off.
A great thing about webinars, though, is that although it is live, and you are in front of a good few people, you can still host from the comfort of your own home or workspace, in a situation where you feel comfortable and familiar. You don’t have to leave your comfort zone at all, which is actually a really helpful aspect and a lot less daunting than it would be to attend a physical presentation somewhere that you’ve never been before.
4. No one will attend my webinar
Firstly, they will.
Secondly, the case in webinars is usually that you’ll have way more sign-ups than actual attendees. This is fine; people have other commitments, short attention spans, and often memories better suited to goldfish. Your no-shows will still be reachable, so follow-up with them, and make sure to make your webinar available for on-demand.
While the interactivity of webinars are an integral feature in making them so popular (more on that shortly), on-demand webinars are still really useful, and you can still generate leads, make sales, and achieve your goals later on.
Webinars Are Out of Fashion
And that’s where you’re wrong, buddy. Webinars have actually greatly risen in popularity in the past few years, and don’t seem to be slowing down anytime soon.
Currently, digital content is all about two things: visuals and live streaming. Webinars are a handy combination of both. With an ever-decreasing attention span among the populace, the social content which once seemed so innovative is steadfastly losing traction because of the sheer white noise of available internet content.
Webinars are a way to stand out. Often interactive, attendees can make the most of the live feature by getting involved in polls, Q&As, online resources and more. The visual nature allows a combination of infographics, video and other media to captivate attention and offer refreshing takes.
So no, webinars aren’t out of fashion at all - in fact, in the current marketing climate, they seem to be becoming all the more popular… so why not get in on the action?
There you have it: your webinar myths debunked. If you have any questions regarding this topic, don’t hesitate to get in touch. In the meantime, check out our Knowledge Bank for more webcasting tips, tricks and webinar love. And if your first webinar is on the horizon, use our checklist to ensure you’re prepared!