Best Webinar Engagement Strategies: Keep Your Audience Engaged

Intro

Engaging leads through webinars is a great marketing strategy to generate leads, drive them to your business, and show the offers they can use to solve their pains. CMI research shows that 47% of brands used webinars to drive results.

Source: CMI

As you run your marketing campaigns, you need to have a strategy to get the target audience to watch and engage with your webinars, build trust with your brand, and even convert to customers.

Learn the different tips you can use for your webinar marketing to increase brand awareness and get more prospects to engage with your webinars.

Why you need a webinar for brand marketing

1. Build brand trust. With webinars, you can host and discuss topics that affect your target audience. The guest experts will share their expertise in their field and help the target audience know how a brand will help solve their pains. Engagement through the webinar and learning about solutions to their pains can help build trust with the prospects and get them to use your business offer. Webinars build credibility and increase the potential of attendees to take action and convert through signing up for newsletters, downloading content, or making direct purchases.
2. Thought leadership. Webinars help brand owners share their thought leadership in their business area and build more trust with customers and potential prospects. It makes prospects trust and engage the business more and even get to convert to customers. Through your webinar campaigns, many target brands can see your expertise in your field which aligns with their pain points, and want to leverage it to get actionable solutions to their challenges.
3. Nurture leads. Understanding your customers and their pains will make it easy to nurture them. You organize a webinar to handle topics they have an interest in as you nurture, grow, and engage them for your business. The customer questions and feedback from the webinar help you know their pains better and provide them with the best solutions to solve those pains.
4. Reach more target audience. Webinars are great for reaching more prospects and getting them to engage your brand, know what you offer, and how it solves their challenges. Target customers are always on the search for solutions to their pains. When they see a webinar talking about their pains and possible solutions, they will engage in it to get valuable insights and potential solutions to their pains.

Webinar Engagement Strategies

Before the webinar session

• Have email sequences (for marketing). To drive more attendees to your webinar, effectively promote your webinar to the target audience. You can use your email marketing campaigns to reach your subscribers and encourage them to share the link to the webinar registration.
• Know target customer interests ( topics they need help with) Your customer research will help you understand the pains they go through so you can create webinars around their topics of interest. As you promote the webinar highlight, some issues you will address with your webinar. Attendees will be more intrigued to register for the webinar as they want to know more about their major pains from experts who understand the industry.
• Have a captivating landing page. To keep your audience engaged for the webinar sessions, you should create a landing page showing more about your webinars and what your leads will get from the session. Your landing page should have a captivating headline about the webinar. Many leads join the webinar after reading the headline. On the page show your guest speakers and their names and details. For example, if a speaker on your webinar is a person a lead or customer loves and follows, they will be more encouraged to attend the webinar. They would like to hear what the speaker and the other invited speakers will share during the webinar.
• Promote webinar for high-attendee registration (through social media, your website) To get more users to attend your webinar, use different marketing channels. This will increase the chances of many prospects joining the session. Also, make sure you share links for easy webinar registration. Ensure you promote your webinar campaigns two weeks or more before the actual day of the webinar. Here is an example of webinar promotion.

Source: X

During the webinar session

• Have expert guest speakers. Invite people who understand the topics of your customer industry and also the entire business at large. It will make it easy for them to answer concerns from leads and make them see the value the business is selling to them to solve their pains. Get them to use storytelling to weave products or services in their webinar sessions to show the value of the business. Show more details to prospects on the speakers for your webinar.
• Use the right webinar platform. You need to use tools with the right features to deliver your webinar sessions easily. The tools should also make it easy for attendees to interact and engage during the webinar. Use a webinar tool with features that will make your webinar more engaging and build trust with attendees. The platform of your choice should have pricing offers within your budget to maximize your ROI and lower the expenses of holding a webinar.
• Use chat for communication during the webinar. To keep users engaged get their thoughts and pass on any questions they have during the webinar, use the chat feature in your webinar tool. Ensure the software you use has great interactive features to make it easy to share their thoughts with the attendees during the webinar. Attendees will love the webinar more and engage with it when they see the speakers handling their questions throughout the webinar and providing clarity to their challenging issues.
• Have attractive slide decks. You can use these slides to keep your attendees engaged through the webinar session and get them to take action at the end of the webinar. Package the different sections of your webinar topic in attractive and educative slides. These slides can be:

1. Attractive images about your topic
2. Video content (that relates to your webinar topic and provides valuable insights for the attendees to solve their pains)
3. Relevant texts
4. Have different slides from each other

• Include attractive CTA. What do you want your attendees to walk out with at the end of the webinar? Make it clear and actionable for the attendees to make a decision easily. Captivating CTA will drive attendees to take action towards becoming customers for your brand. See the CTA below

Source: Ranktracker

They can even purchase your products directly after the webinar session. Make sure throughout the webinar the attendees get the value you’re offering and understand how they can solve their pains. It will be easy to act, convert, and use the products or services and solve their pains.

• Offer incentives. You can offer discounts and incentives to get target prospects to engage with the webinar so they can benefit from the offers. The offers will drive more target customers to watch the webinars, engage them, and take advantage of the products or services offered. Placing the discounts at the end of the webinar motivates your target audience to engage in the webinar until the end. But still, you can add the giveaways at the start to excite them and prepare them to watch the webinar.
• Encourage participation with live Q&A sessions, polls, surveys, and interactive quizzes. These interactive sessions will help attendees engage more with the webinar and get clarification from the speakers on anything they didn’t understand. You can set the above to be your icebreakers for your webinar to capture the attendees' attention. Since you know your audience well and the pains they experience, choose the icebreakers that are most suitable for your webinar session.

After the webinar session

• Get feedback from attendees( post-webinar survey) Repurpose the webinar content into a blog or video content. You can create short content for your social media channels and include links to the webinar for more engagement. You can send links to the survey to get attendees' feedback and know what you can improve to engage prospects in your future webinar sessions.
• You can share the links to the webinar through your email marketing campaigns to get more people to listen to the webinar replay. It will also increase engagement and get prospects who could not register for the webinar to know what it was about. Ask your email subscribers to share with their families and friends to increase awareness of your webinars and get more attendees to sign up for the webinar.

Conclusion

Your webinar campaigns should be attractive, educative, and engaging to win the lead's trust and get them to believe in your business and convert into customers. To make this possible, it’s essential to use the best strategies to keep attendees engaged and watch your webinars to learn more about your solutions and how they can use them to solve their challenges.

If you’re running webinars for your brand, use the strategies in this article to increase engagement with attendees, and drive more conversions for your business.