Why Webinars Are Important For Your Small Business

Get noticed online. Build trust and prove that you're an expert in your area. Build trust and capture leads. Here's how you can do it all with one powerful tool: Webinars.

One of the hardest digital marketing challenges small businesses face is getting noticed online.

Surrounded by so much competition, it can be hard to make your business stand out.

You need marketing strategies that force potential customers to take notice. To capture their attention and make them fully aware of your brand and services. And, of course, convert them into paying customers.

That’s what marketing is all about right?

If you’re looking for inspiration for your marketing campaign or just want to maximise your success, a webinar could be just the thing you’ve been looking for.

First of all – what is a webinar?

Webinars are video events that educate the audience.

Think of them as a class. If you’re hosting a webinar, you’re teaching a particular lesson to everyone that shows up and attends. If they’re done live, the audience can also ask questions, which is a great way of making sure that they understand exactly what you’re telling them.

Because they’re videos, the audience can see and hear what you show them – whether it’s you talking at the camera, letting them see your computer screen or both.

Video webinars give your business two main benefits straight off the bat.

Firstly, video is a powerful marketing tool that users want to watch. In fact, one-third of all online activity is spent watching video.

If you’re not already taking advantage of video marketing, this is the perfect way to get started.

Secondly, just telling people that your product does one thing just isn’t enough. Webinars give you a chance to prove it, on camera, while demonstrating how quick and easy it is to use.

Videos give your users first-hand experience using your product, making them more likely to trust you, your brand and become more interested in buying.

Although webinars may seem like a lot of effort, they’re a fantastic way to target multiple people at once, while making it seem more personal, and one-to-one than standard YouTube tutorials.

The benefits of using webinars for your small business

Still not convinced?

Here are the five top benefits that a webinar can bring to your business.

     1. It has a fantastic global reach

The problem with hosting physical events is that if your customers aren’t located close by, they can’t go.

This is solved with video webinars.

It doesn’t matter where your customers are based. All they need is a computer (or even a mobile!) and an internet connection. That’s it.

There’s no travelling. No arranging meetings that don’t go anywhere. You can connect with potential customers from all over the globe from the comfort of your office.

     2. It proves you’re an expert

Webinars are a great way to prove that you’re an expert in your field – much more so than blog posts or other forms of marketing.

Why? Because anyone can publish content on their blog and regurgitate the same thing that everyone else has said.

But to teach your customers something on camera? That takes a special amount of knowledge and confidence that puts you in the leader category.

Everyone who attends your webinar will believe you’re a leader.

After all, why would they bother signing up and watching if they didn’t think you had expert knowledge to share with them?

Even if people don’t attend, just them seeing that you do webinars might be enough for them to trust that you are the experts.

    3. You’re giving your customers value

A webinar isn’t a video sales pitch for your company or product.

Don’t get us wrong, this is an excellent opportunity to advertise yourself and make those sales. But that’s not why your audience is watching.

They’re watching to learn something. To get that first-hand knowledge that can help make their own jobs easier and faster. Or even to save them money or get more clients for themselves.

This offers tremendous value to your customers.

So, when they’re watching they’ll feel like they’ve gained something for free. Which, in turn, will make them much more likely to trust and buy from your company.

And if your product is the reason why they can solve their problems? Well. That just means more sales for you.

    4. You can gain a new leads list

Everyone that signs up to your webinar is another lead for your company.

So even if they didn’t watch on the big day – you’ve now got a big list of leads to work with.

Perfect for starting an email marketing campaign designed to get your business more sales.

And when you consider that email marketing can give your business a potential ROI (return on investment) of up to 4400%, then every single lead you get is worth it.

   5. It adds FOMO motivation to your audience

FOMO (fear of missing out) is a real fear. No one likes feeling like they’re the only person that’s missed out.

As a live event webinars are a great way to play on FOMO.

That’s because if they don’t show up, they’ll miss their chance to learn essential information, ask questions and get real-time help from the experts.

Even if they show up late – they might miss important information that would have been vital to them.

So, before your webinar let your audience know exactly what they might be missing out on. You might be surprised at how much that might improve your attendance, add value to your webinar and showcase your business as the experts.

Top tips for creating your webinar

Ready to get started with your webinars? Here are some tips to follow to help ensure your webinar is a success.

Pick a topic that’s relevant to your audience

When it comes to webinars, the first thing you have to do is pick your topic.

But the key to successful webinars? Picking a topic that’s relevant and useful to your audience.

This is what’s going to motivate your customers to sign up and watch after all.

Not sure where to start? Try looking at common problems or pain points that your customers face – and how you can help solve them.

Aim for an hour duration and use every second wisely.

The average webinar duration is 56 minutes.

This is a good duration for your business to aim for. That’s because an hour usually gives your business plenty of time to include all the vital information without boring them with fluff and unnecessary information.

Webinars that run longer than an hour are also harder for your audience to commit to, which means fewer sign-ups and attendees.

But a quick word of warning: don’t just plan for an hour for the sake of it.

Make sure that every part of it is planned with relevant and useful information while leaving room for a Q&A section.

Choose the time of your webinar wisely

Timing has a massive impact on the success of your webinar.

According to Small Business Trends, the best days to present a webinar are on Tuesday, Wednesday and Thursday between 10am-2pm.

Which makes sense on certain levels – after all, you wouldn’t ask someone to commit to a webinar at 4.30 on a Friday afternoon.

But these suggestions aren’t set in stone. The best time to present is when it works for your customers.

Think about when they’re working, when their busy days are and what events that might conflict with your webinar. If there’s a big conference happening the same day – people aren’t going to tune into your webinar.

So do your research to try and find the best date and time to host your webinar.

Talk to your audience on their level

One of the best things about a webinar is that it gives your audience a chance to talk to you in real time and ask any questions they have.

That means you need to be friendly, approachable and not intimidate your audience.

Talk with them, not at them.

To do this right, you really need to understand who your customers are. Struggling with that part? Build insightful customer personas for everyone that will watch your webinar – and imagine that you’re talking directly to them.

In addition, you should make things as simple and easy to understand as possible. You want your audience to learn, after all, so don’t make it difficult for them.

Invite guests for a bigger audience appeal

Who says you need to do a webinar by yourself?

If you invite relevant guests who already have a big customer base, you can attract their audience into watching the webinar as well. Which means a bigger audience, more brand awareness and potentially more sales.


Make the most of your webinar

Following these top tips, you’re bound to create a successful webinar.

There’s just one other golden rule to keep in mind: Webinars aren’t a one-time thing.

You can reuse them to get more return and value from your marketing by uploading them as a video that users can watch at any time after the event has passed.

If you prefer, you can also pre-record your webinars instead of hosting them live so users can access it at any time.

Pre-recorded webinars can be useful in combating the users who sign up, put the date in their calendar, but then forget to tune in on the big day.

Which is understandable, and let’s face it, we’re all guilty of not showing up to something. But it’s hard to predict how busy people will actually be when the time comes.

Pre-recorded webinars are also a great idea for those that get nervous on camera. That’s because you can go back and edit the parts that don’t fully make sense or avoid the embarrassment of getting all your words muddled up.

The downside to pre-recorded webinars is that you lose the live Q&A parts, which add tremendous value to your webinar and are particularly great at engaging people.

In addition, a live event also makes the whole thing feel more exclusive to your users, creating more of a personal connection.

If you’re hosting it live, make sure you let people know about it ahead of time to get the best from your webinar.

Danielle Strouther
Currently writing lots of words about all kinds of unique subjects at Adzooma and searching for a word I like more than discombobulated. I have a masters in Film and Television, so I can tell people I know what’s good on Netflix. Outside of copy and away from a screen, you’re mostly like to find me spinning round on a pole.