Enhancing client engagement through holistic webinars
Are you a healing arts practitioner aiming to elevate your client engagement to new heights? Let me guide you through a journey I've navigated with some notable triumphs and, if we’re being honest, a few hiccups along the way (but don’t worry, I'll steer you clear of those).
Today, we're diving into the transformative world of holistic webinars.
Webinars are a tool that emerged as a real marketing lever in the height of the pandemic, and has in many ways reshaped the way professionals like massage therapists, psychotherapists, chiropractors, and yoga instructors connect with their audience in our digital-centric world. It’s a worthwhile consideration as you aim to expand your reach.
What to expect in this article: we’ll explore how webinars can transform your digital marketing approach, from showcasing your unique expertise to boosting your practice's visibility and credibility. We'll talk about the impactful role of webinars in client engagement, backed by compelling statistics. Most importantly, you'll gain insider tips on aligning webinars with your business goals, mastering the art of self-hosting, and making a mark as a guest speaker. Whether you're new to the digital realm or seeking to enhance your online presence, this article is your gateway to harnessing the power of holistic webinars for unparalleled client engagement.
Understanding webinars as a part of your business strategy
Interactive webinars win: 67% of attendees crave live Q&As. Let's connect & engage!
The role of webinars in digital marketing
Webinars aren't just a trend; they're a powerful way to share your knowledge, build trust, and connect with a wider audience. They allow you to showcase your expertise in real-time, answering questions, and engaging with potential clients in a way that can significantly boost your practice's visibility and credibility.
The good news is people want to engage. In fact, 45-60 min webinars are the most attended (source: GoToWebinar) and 67% of webinar attendees also want a live Q&A with the speakers (source: BrightTALK) . These engagement statistics are a testament to the potential of webinars in enhancing client relationships and business growth.
Executing successful webinars
There are essentially two main paths you can take to bring your webinar to life: self-hosting or guesting on someone else's platform. And believe me, these are really different go-to-market motions.
Self-hosting webinars lets you hold the reins. You control everything from the content to the schedule, aligning every aspect with your brand's message and values. It's like hosting your own show, where you're the star and the director, engaging directly with your audience.
On the flip side, being a guest on someone else's webinar is about leveraging existing platforms and audiences. It's like being invited to speak at a conference where the stage is already set, the audience is waiting, and all you need to do is deliver your message effectively.
Both methods have their unique set of advantages and challenges, which we'll dive into next. Understanding these will help you make an informed decision on which path suits your goals and resources best.
Let’s get into the pros and cons as well as tips and tricks for each.
Self-hosting webinars
When you self-host a webinar, it means you are fully in charge of the event. It involves selecting and paying for your webinar platform, setting up the event, creating the content, and managing all the technical aspects.
You're responsible for building your attendee list, which includes marketing your webinar to your existing clients and potential new ones, using tools like email marketing, social media, and your website. This can be tough, after all 44% of webinars have fewer than 25 attendees (source: GoToWebinar). That said, if webinars can also be a great way to start to establish and online community.
This approach offers complete control over the webinar's content, format, and scheduling, allowing you to tailor the event to your brand and audience's needs. However, it also requires a significant investment in terms of time, effort, and potentially money, as you need to handle every aspect of the webinar process, from planning to execution.
Mastering the art of self-hosted webinars: control, engagement, and brand power."
Tips and tricks of self-hosting your webinar
Cost considerations: Understand the costs involved in hosting a webinar, including platform fees, marketing expenses, and potential costs for guest speakers or additional content. Look for cost-effective solutions without compromising quality. Consider offering the webinar for free to build a larger audience or charge a fee for specialized topics.
Platform selection: Choose a webinar platform that fits your budget and technical capabilities. Consider features like audience interaction tools, recording capabilities, and ease of use. Popular platforms like Zoom, GoToWebinar, or WebEx offer a range of options.
Social media integration: Utilize social media to promote your webinar. Create engaging posts, short teaser videos, and countdowns to the event. Consider paid social media advertising for broader reach. During the webinar, encourage live tweeting or sharing with a custom hashtag to increase visibility.
Success strategies: Ensure success by practicing your presentation, checking all technical aspects beforehand, and having a backup plan in case of technical difficulties. Engage your audience with interactive polls, Q&A sessions, and real-time discussions. Post-webinar, follow up with attendees through emails or social media, offering additional resources or answering lingering questions.
Being a guest on someone else's webinar
Being a guest on someone else’s webinar tends to be a lot more hands off. It means you’re leveraging another host's platform, audience, and resources. In this scenario, you are typically invited to present or speak at a webinar that someone else has organized.
Your responsibilities mainly involve preparing your presentation and showing up for the event. The host takes care of the technical setup, promotion, and audience engagement. Sometimes, there might be agreements about driving attendees to the event or paying a fee for the opportunity to be featured.
This option can be less demanding in terms of logistics and upfront costs, but it also means having less control over the webinar's structure and audience interaction. It's an excellent way to reach a new audience without the full weight of organizing the event yourself.
The strategic move of guesting: leveraging established platforms for wider reach.
Tips and tricks for being a guest on someone else’s webinar
Cost-efficiency: Being a guest can be more cost-effective as it often requires less investment than hosting your own. However, consider any expenses related to preparing your content or investing in good quality audio-visual equipment for a professional appearance.
Leveraging the host’s social media: Work with the host to utilize their social media channels for promoting the webinar. Collaborate on creating promotional content that appeals to both your audiences. Engaging with the host's social media posts can also increase your visibility among their followers.
Strategies for successful collaboration: To make the most of the opportunity, align your presentation with the host's audience while staying true to your brand. Prepare thoroughly, rehearse your key points, and engage actively with the audience. Ask the host to allow a brief introduction about your services or a special offer for attendees.
Post-webinar engagement: After the webinar, continue the conversation on your social media platforms and/or email if you’re able to snag the list of attendees. Share insights or additional tips related to the webinar topic. Engaging with attendees post-event can lead to new client relationships and opportunities for future collaborations.
Conclusion:
We've covered a lot today about webinars and their role in the healing arts.They really can be an indispensable tool in the modern healing arts practitioner's arsenal because of their unique blend of personal interaction, expertise demonstration, and market reach. Good luck, and here's to your success in whichever webinar adventure you choose!