Brands need to be consistently marketing and reaching out to their target prospects to engage, nurture, and convert them into customers.
This includes earning their loyalty to ensure more recurring revenue from future purchases. Doing so requires you to provide value and engage your customers consistently to foster a relationship.
And to do this, you must have a great content plan and create high-quality content that engages and provides value to your customers.
One of the best content types you can make for your customers is webinars.
In this article, you will learn tips you can use in your webinar marketing strategy to build trust with your customers and increase their loyalty to your brand. You will also learn how to keep them for increased and recurring purchases from your business.
How To Earn Customer Loyalty Using Webinars
Webinars are a great way to engage your target customers and get them to know more about your business, what it offers and how it can solve their pain points.
You’ll need a solid strategy for your webinar marketing campaigns to increase their success and get more customers to use your business. Here are some strategies you can use in your webinar campaigns to build loyalty and get more customers.
Build Authority in the Industry
Different brands in the market have the same services or products you are selling. They’re all looking for the same customers.
You need to build authority and trust with target customers to stand out from the crowd.
Authority, in this regard, refers to the power to influence and dominate your industry. For example, if you list the leading marketing companies in the world, you’ll almost certainly mention Hubspot. Not just because they are worth over $13 billion dollars, although that counts, but mostly because they have demonstrated authority through their content and platform.
Another company we can learn from is ClickFunnels.
ClickFunnels went from nothing to the largest sales funnel-building software in the marketing industry, all through quality and original content.
Russell Brunson, the founder of ClickFunnels, is known for hosting several webinars and summits, publishing books and courses, and hosting awards all on “funnels.”
If you need original research and studies on sales funnels, the best sales funnel courses, webinars, or books, ClickFunnels has them all. That is authority.
So, if you want to build authority in your industry:
- Publish original research and studies
- Organize industry summits, events, and webinars
- Host awards and badges
- Set the standard by being a step ahead of competitors
Once you have established authority, it is easy to build the loyalty of customers with webinars and other forms of content.
Publish Content Regularly
If you have ever hosted a webinar before, you will agree that it isn’t an easy type of content to create regularly.
Sadly, you cannot earn customer loyalty with a one-off webinar session. Just like any relationship, there is a need for consistent communication. Therefore, publishing content, either weekly or monthly webinars, is essential.
These webinars should address your target customers’ different challenges and how you can provide the best solutions to those pains.
So as not to run out of webinar topics, you need to conduct extensive customer research to find problems you can address in your webinars.
Remember that if you provide customers with valuable content, they will return to your website to engage and consume more.
Invite Guests With Valuable Insights
To earn your customer’s trust and loyalty, you have to provide value to them. So as you run your webinar campaigns, give more value to the customers by collaborating with thought leaders in the space.
Look for experts on specific industry topics and let them be the guests on your webinars so they can provide their expertise to the customers.
Your target customers are more likely to engage with webinars hosted by business experts they trust in the market.
Using ClickFunnels as an example again, a month does not go by without Russell Brunson and his team hosting a webinar, summit, or any event.
And want to know how they do that so effectively? Using partnerships.
ClickFunnels invites niche experts to become guests on their webinars and summits.
Identify Potential Customers
You want to engage target customers who want to use your services or products to solve their problems. Therefore, you must identify your target customers to ensure you provide webinar content that aligns with their challenges.
Marketing your webinar content to the right potential customers will increase engagement and drive more action. That will result in more conversions and sales for your business.
You can research your customers or send out surveys to collect information that will help you identify the target customers you want to address on your webinars.
You can research your competitors and get information on the kind of target audience they attract to their business. Some information you can get include:
- Social media platforms that potential customers engage with most
- The reviews they leave for the competitors’ products or services
- The type of content that attracts the most target audience to their business
Consider Making an Evergreen Webinar
An evergreen webinar is an on-demand webinar that can be watched anytime, any day. You can continue serving this webinar to future prospects and customers at no cost.
Why create an evergreen webinar?
Good question!
First, you can use your evergreen webinar as a lead magnet to collect emails from web visitors. For instance, Passion.io offers an evergreen webinar as a lead magnet for their web visitors.
Also, you can use your evergreen webinars as an online resource and knowledgebase for strangers and customers who might find it helpful in the future.
So whenever a new customer asks a question you might have addressed in a previous webinar, you can send them a link to the evergreen webinar.
Likewise, you can provide your evergreen webinar as a bonus to your products to make your offer more valuable;e. This is an example of how PassionApp adds an evergreen webinar to its product to make it an exclusive offer.
You don’t have to turn all your webinars into evergreen webinars; focus on the important ones.
For example, you can focus on webinars with guests and those that solve throbbing questions that prospects have.
By creating an evergreen webinar, you increase the lifetime value of your webinar content and give it a chance to reach more people.
Build an Email List & Nurture it
One interesting benefit that comes with hosting webinars is that you are indirectly collecting email addresses that can be added to your list for nurturing.
However, without engaging and nurturing your email list, it is as good as not having any list at all. It is only when you engage your list that you will be able to reap the benefits.
Your email list provides you with another traffic source for your business. With it, you can nurture people to buy your products. Also, it serves as your number one source of registrants for your ongoing and future webinar series.
With your email marketing campaigns, you can run promotions for every customer. These will help you gain more loyalty and know your customers deeper. So you can keep providing the value they need, solve their pain points, and make them use your business consistently.
Repurpose Webinars For Cross-Channel Promotion
Not all customers are the same. They love different content types and engage with the content you post differently, as shown in this research.
Source: CMI
To increase engagement, you can repurpose your webinar content into short clips, podcasts, or articles for more visibility.
It will increase the chances of more customers engaging with your website and discovering your products or services.
You can also maximize the ROI on the work required to create a webinar. Some ways you can achieve this include:
- Use the insights you learned from your previous webinars on how customers engaged with the webinars.
- Create more content that has a high engagement.
- Address the right audience in your webinar content.
- Automate your webinar promotion strategy to reach more target customers
- Use social media to promote your webinars.
Bonus: Create the Right Content for Your Persona
Your customers engage more with certain content types on your website. To make your webinar a success and engage more customers, create in-depth content about the topics your buyers care about.
With your webinars, educate the customers on new product updates and launches. Let them know of the improvements you made to your business or features you added that better help solves their pain points.
How To Prepare For a Successful Webinar
To have significant and successful webinar campaigns, you need to develop a strategy and plan to make them a success. Here are some strategies you can use for your webinar preparation.
Make Sure all the Tech Works Fine
You need to invest in the right webinar tools for your campaigns. Some of the must-have features you should look for are:
- Must have high audio sound and video quality
- Can integrate with other software to increase customer engagement with the webinar content.
- Analytics and tracking features
Prepare the Content Well
The content for your webinar is a significant component of your webinar campaigns. Therefore, you must prepare it well and ensure you address your target customer pains well through the content.
The guests you choose to present your webinar content should be well familiar with and give their best expertise as they present the webinar content.
They should also address all the customers’ questions and give satisfactory answers to strengthen their trust and loyalty to your brand.
Have a Q&A at the End
You don’t just want to provide excellent webinar content but have many of the target customers engage with your business and convert into customers. Therefore, an engagement session with your target customers at the end of the webinars is essential.
Provide the option where they can ask questions and get any clarification they need from the webinar content you just gave them.
Gain More Loyal Customers With Webinars
Webinars are a great way to drive engagement and get more customers to build trust and loyalty with your business and grow your business value.
Having better marketing strategies for your webinar campaigns can ensure you retain your customers, make them more loyal, and keep making repeat purchases from your business.
Use the above tips If you’re running webinar campaigns and looking for the best strategies to make your webinars more successful, drive customer loyalty and trust in your brand, and increase sales for your business.
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With 10+ years of eCommerce & marketing experience, Bhujal is passionate about helping businesses get more revenue and profit through customized strategies. Bhujal lives in Toronto, ON, and writes about online business ideas and scaling your eCom business at mydigitalkube.com
