There’s more to webinars than meets the eye. Particularly for SaaS marketing, where potential customers can’t experience products in person, webinars can be a terrific lead generation channel. Not only does it help in engaging with your pre-existing customers it also helps them understand how to get the most value out of your product. Webinars can also help reduce customer churn and establish your brand’s credibility and thought leadership in your niche.
For conducting a successful webinar, it is important to understand that your webinar needs to have T-shaped content – the type of content that performs two functions at the same time: delivering value to your audience while driving leads to your business.
Here is how you can make webinars aid your SaaS business’s growth!
1. Host a webinar with your partner or customer
Co-hosting, a webinar will help you reach a larger audience. Your webinar will be cross-promoted and will reach your as well as your co-host’s audience. Voila! You get access to new, like-minded audiences. Inviting an industry expert to discuss trends and bringing in a customer to talk about the success they had with your product are great webinar themes.
2. Use webinars to establish your brand as a thought leader
Your audience’s trust and brand credibility ultimately sell your products. But trust and credibility don’t come with merely pioneering the most advanced technologies. Instead, it requires you to be the thought leader in your industry. This entails sharing insights, teaching new skills, and basically being a trendsetter in your industry.
You could host live ‘Ask me Anything’ (AMA) webinars where your attendees can ask you industry-specific questions. You being a teacher and a maven is a great way to establish your authority in your niche. Eventually, you can recommend your SaaS product and explain its benefits. The trust, credibility, and authenticity you create will boost your customers through the sales funnel a lot faster.
3. Use webinars for targeted lead generation
People who sign up for your webinars, which are extremely industry-specific, do so to find a solution to an ongoing problem they might be facing. If they’ve given out their information and invested their time in attending your webinar, they might just be committed enough to invest their money in the solution you have to offer as well. It’s possible they may not make the purchase right away, but if you follow up and nurture the lead efficiently, they may eventually become your customers.
4. Host customer onboarding webinars to reduce customer churn
Reducing your SaaS churn rate commences with understanding the struggles of your users. SaaS products are often complex and require the user to go through a steep learning curve before they can get real value out of the product. Lack of knowledge about your product’s supremacy over your competitor’s product, being overwhelmed with multiple features, etc. forces customers to cancel subscriptions even before learning how to use it. Therefore, conducting webinars that provide effective guidance and examples to new customers on how to use some advanced features can impact your customer churn rate positively. You could create more complex workflows in your product live, showcase studies on how other customers are using the product, and present customer testimonials.
We recommend hosting live onboarding webinars as opposed to recorded ones where you can actually talk to your users and answer their questions. This can also give you insights into the biggest hurdle for your users and your market’s pain points that you may not have considered before.
5. Use your webinar as a content-generation tool
Other than connecting you with your customers, your webinars can also be the source of relevant and excellent content for your target market to consume. You can utilize your webinar content to create quotes, infographics, blog posts, short videos, etc., and up your social media game. Perhaps access to this valuable content may convince your audience who haven’t attended your webinar yet to consider attending one in the future.
Now that you understand why webinars should be a part of the marketing strategy of every SaaS company, plan out your next webinar and get on with your company’s growth!
