The web seminar, or “webinar,” that was originally designed simply to facilitate online collaborative sessions has quickly evolved into a valuable and effective marketing tool schools and colleges can use to attract new leads and nurture existing ones throughout their buyer’s journey. Webinars also offer a low-cost, convenient way to create the premium content needed to effectively execute a school inbound marketing strategy.
Has your school ever hosted a webinar? Here are several important reasons to consider doing so.
To reach a new audience.
Hosting webinars on topics significant to your potential prospects, such as “How to Afford a Christian School Education,” gives those who may not already be familiar with your school relevant information to meet their needs and offers you the chance to make a connection with them.
While blogging can be an effective way to convey the information, webinars provide a more tangible way for prospects to interact with, hear, and even see the subject matter expert, establishing trust and a stronger connection. The more you allow people to get to know you, the easier it is for them to trust you.
It saves you and your audience time and energy.
Face-to face events definitely have their perks, but the coordination of such activities involves a lot of time and energy. On the other hand, the logistics involved in conducting a webinar are much less complicated and you don’t need to plan months in advance. A webinar can be up and running in 3-4 weeks. You also don’t need to worry about things such as minimum number of attendees, meeting room coordination or refreshments.
Unlike hosting location-dependent seminars and workshops, webinars are much more cost and time-effective for your audience as well. It’s much easier for people to commit sitting at a computer for an hour or less than it is to get them in a seat at a face-to-face seminar, extending your reach. Accessibility is the key!
A good example to save time and energy through webinars is by offering a virtual Open House. Your prospects do not have to invest time and energy to drive to your next in-person event if they are not ready or able to do so. Prospects can easily get virtual, valuable information from your webinar and once ready, they can schedule a visit for a campus tour. This is one of the many benefits your school can take advantage of when hosting webinars.
To create long term content.
Recording your webinar allows your prospects to engage via “on-demand,” which we find very important. That means even if they are not able to attend the scheduled event, they can watch your recording at a later time. Your school now has a piece of premium content that can help generate leads for a long time.
Recording your webinar also affords you the chance to turn it into all kinds of other reusable content – videos, podcasts, social media posts, blogs, and ads. Your one-time webinar can suddenly become useful for months or years to come. Yes, recycling content rocks! Your webinar content is a natural fit for lead nurturing programs, as it combines audio with visuals in way that is more compelling than just text. Always keep your end user's experience in mind when creating content.
So, is it worthwhile for your school to conduct a webinar at some point? Absolutely! Remember that webinars lay the groundwork for a long-term, mutually-beneficial relationship by offering a valuable learning experience and showing you care about your prospects.