The concept of webinar has been around for many years now, but it has started catching the attention of people over a couple of years now. It would be not out of place to mention here that the demand and popularity of webinars has perhaps become even more pronounced over the past six or seven months.
The current health challenges across the world is forcing millions of people to stay indoors and therefore webinars are becoming the main source of communication between employees, employers and perhaps even between private individuals and entities. In this article, we will try and find answers to the question as to HOW TO USE WEBINARS.
It will be with particular reference to veterinary practice. We are sure that it will be knowledge enhancing to our readers and also others who are keen on making use of webinars for commercial and other purposes.
And by the way, you can read a ton more on webinars over at my blog here…
WHAT IS THE PURPOSE OF WEBINARS?
The main purpose of webinars is for the purpose of sharing audio visual presentation in a format that resembles a seminar. However, the format that is used may not be the same. It could vary from individual to individual and from end user to end user. While some may go in for a live and interactive form of webinar, there are others who may prefer a record version that is basically one-way.
The objective of any webinar, recorded or live is to ensure that the topic that is presented becomes relevant, engaging apart from being informative as far as all the stakeholders are concerned. On the other hand, in the modern age of internet and worldwide web, many firms and even individuals are making use of webinars to promote products services or network with people to bring in more likeminded people into the fold. It is now common to see webinars being used for conducting polling, survey, and questions or even for running email campaigns and other such things.
The purpose of webinars will also depend on the participants who are in it. The main objective, of course, is to try and reach as many people as possible with a theme or an idea that is exciting, interesting or perhaps even compelling. Since the objective of these webinars is to increase viewership and bringing more people onboard, it is quite common to see the webinar topics being listed in various public forums and other such places. When it comes to private opportunities, a link with a password is usually given to the participants. It does not matter if the audience is a group or a single person. Webinars can allow the audience to identify themselves or remain anonymous and this freedom of choice is something that is considered to be unique and different.
There are many ways webinars can be produced for those who are keen on furthering their veterinary practices. There are professional presentations software solutions that can be used. Some people also make use of SlideShare or WebEx amongst other options. When offering such webinars, the producers take into account the time constraints. Any effective presentation should not drag beyond 30 to 60 minutes. Usage of images should be done carefully and it should not distract the main theme. The quality of the audio should be good.
The role of a stable and reliable internet connection is the backbone for any successful webinar. Any such webinar may require a log in profile if additional software requirements are the need of the hour. It also requires the right operating software because some OS may not be complaint. There are also other expenses that need to be paid for hosting space. This would depend on the number of people attending the webinars.
Therefore, to sum up there is no doubt that the main purpose of webinars are to increase knowledge about certain ideas, products, services and events.
DO WEBINARS REALLY WORK? OR ARE THEY A WASTE OF TIME?
There is no doubt that webinars are a relatively new concept. Anything new often meets with resistance, doubts and skepticism. The same is the case with webinars. However, if you are ask experts and also end users who have used webinars, a few obvious things fall in place. It would be wrong to say that webinars are a waste of time. They do work provided they are conducted and organized in the right manner. Further, the dependence of webinars is becoming even more pronounced in recent times. This is because of the Covid-19 pandemic. As organizations have no other option but to ask people to work from home, these webinars help in communicating real time with the employees, vendors, suppliers, shareholders and other stakeholders.
However, there is some economics involved in webinars and it is akin to almost any sales or marketing event. You have to invest in ti9me and money and only then the results will be forthcoming. As a professional in the veterinary field you need to focus on the right target segment. You should know the right answer to the question HOW TO USE WEBINARS TO INCREASE VISITS to your website. This is vital because even in spite of the best efforts not all your prospects would be signing up for the webinar. Therefore, you have to find ways to pull them to your website and ensure that you are able to increase visits and eventually also improve the number of qualified leads.
Yes, the response rate for webinars is comparatively less and therefore the cost per lead is higher when compared to other alternatives including white papers. There is a school of thought that believes that white papers may be able to generate twice the response when compared to webinars. But if you are into some serious lead nurturing program, you have reasons to believe that webinars have a big role to play. They are often considered to be a natural step. It really can work wonders for prospects or others who have a reasonably good knowledge and information about the product. They may be keen on seeing a demo of the product or service. Further, they also may be keen on hearing what other customers have to say about the product or service. In such cases the response rates for webinars are certainly much higher because the audience is reasonably well versed with the product. They may be in a mood to invest more time and effort to know more about the whole thing.
If you wish to get the best response from your webinar, there are a few more points that you must keep in mind. You should not depend merely on live events. There is a growing demand and a longer shelf life for on-demand or archived webinars. If you are keen on improving your veterinary business and wish to take it to the next higher level, you must also do a few more things. You must pay attention to case studies, podcasts, customer feedbacks, analysis reports and other such things apart from live webinars alone. In fact archived events are known to improve leads especially in the veterinary field.
HOW DO WEBINARS INCREASE SALES?
Yes, if the webinar is conducted properly and if it is done regularly and professionally, it will be able to generate leads that are reliable and perhaps also fully qualified and hot. When this happens, you can be sure that you will have more prospective customers to talk to and market and sell the product or service. This will, over a period of time lead to increased sales. In today’s world where movement and person to person contact is reduced quite drastically, there is hardly any doubt that webinars could be a cost effective, proven and useful way to increase sales. Some studies have been done and they have proved that these webinars are not waste of time and money as many critics make it out to be.
WHAT IS AN EVERGREEN WEBINAR?
When a webinar has a topic or situation that is relevant on an evergreen basis, then it is referred to as evergreen webinar. The focus mostly is on contents that are evergreen in nature. There are some products and services that remain uniform and same for a long period of time. However, they are not easy as picking up a razor or ketchup for a convenience store. In such situations, it makes lot of sense to go in for evergreen webinars.
WHAT MAKES A GOOD WEBINAR?
A good webinar is one that allows interaction with the audience. However, this should happen before the webinar. It should also have a suitable hashtag that is totally devoted to the specific webinar. The webinars should have at least one or two powerful speakers and this is something that forms the backbone of any good webinar. If you have a webinar that has many participants and audience in attendance, you must ensure that you have a moderator. The entire length of the webinar should never be beyond 40 minutes at a stretch, failing which the attention span is bound to waver and the objective of the webinar may get fully lost. Be sure that the infrastructure, like videos, sound and internet connection are fully checked before going ahead with the webinar.
The relevance, importance and even indispensability of webinars for everyone including veterinary professionals are bound to go up in the months and years to come. You must therefore keep webinars in mind when it comes to promoting and marketing your veterinary products, services, ideas and findings.