Want to know what a webinar is and how can it help get more enrollments for your educational institution? Know that you are in the right place! The webinar has been part of the routine of many universities that apply the inbound marketing along with your fundraising strategy.
This is because it allows leads to have contact and real experience with what the institution offers.
What's on the agenda for today's post:
Happy reading!
But after all, what is a webinar?
In short, a webinar is a video conference that can be used for educational, religious, entertainment or commercial purposes. Generally, companies use platforms to transmit to their audiences what they would do in a conventional auditorium.
The big difference is in the reach that can be achieved through a webinar. This is because large physical spaces are not necessary (you only need to have space for recording), nor even more complex event organization, and much less is there a limit on the number of people, unless the broadcaster establishes it.
In practice, if a brand wants to launch a product or service, just use the webinar to broadcast your presentation. If an institution wants to offer a free course to attract more students, this tool is useful as a first experience with the university.
There are many possibilities, where the important thing is to communicate well, with professionalism and organization.
With the advancement of technology and the growing demand for interactive educational experiences, webinars have become a strategic tool in educational marketing.
The integration of resources such as artificial intelligence and augmented reality is providing more immersive and personalized experiences for participants. In addition, the use of analytical data allows institutions to better understand the behavior of leads, optimizing student acquisition and retention strategies.
You can use your webinar as a decision point for your lead to become a student and, consequently, your student. This will increase your number of registrations, as long as the action is well structured and carried out in conjunction with other content marketing actions. Additionally, of course, you can attract new leads to the Institution.
To maximize the effectiveness of webinars in attracting students, it is essential to align the content presented with the needs and interests of the target audience.
Topics such as professional guidance, differences in the courses offered and testimonials from former students can increase participant engagement and conversion.
In addition, implementing follow-up strategies, such as sending supplementary materials and invitations to future events, helps to strengthen the relationship with leads and increase enrollment rates.
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How does the webinar work?
A webinar is an event that can be held live or with a video scheduled for a previously scheduled time. In fact, all of this becomes much more interesting when a live event is held, where people can interact with what is being presented, while having their questions and comments answered. Basically, the two most used forms of webinar are:
- Webinar for sales: a service or product is offered. It is commonly used in launches or to communicate offers and discounts. Here, the objective is purely commercial, where the viewer is attracted to an action of convincing and purchasing.
- Webinar for brand engagement: it involves more content marketing and relationships with leads. This type of action aims to confirm, establish or strengthen the relationship with the brand. This requires well-thought-out, relevant and quality content, after all, people are always looking for something that will catch their attention.
Caption: Webinars connect people and generate valuable opportunities for engagement, learning and conversion in the digital environment.
How to apply?
Creating a webinar is not very complicated. But it must be taken into account that good organization and planning are the difference between a successful webinar and a failed one. It is important to keep in mind that your audience must be studied, that is, their strategies and objectives must be well defined so that their content can have a positive impact.
In summary, you need to:
- Choose a subject
This subject will be based on a previously carried out study of your audience and their needs. Never do a webinar to fill your fundraising action board; Always think that it is a tool that, when used correctly, can bring you very positive results, especially in lead conversion. - Choose a platform
Currently, several platforms offer advanced features for hosting webinars, meeting the specific needs of educational institutions. Some of the most recommended are:- Zoom: Widely used for its stability and ease of use, it allows you to host webinars with up to 1,000 participants, offering features such as polls and discussion rooms.
- Livestorm: Browser-based platform that makes it easy to create live, on-demand or automated webinars, with integrations to marketing and CRM tools.
- WebinarJam: Stands out for its interactive features, such as live chat, polls and calls to action, making it ideal for sales and engagement strategies.
The choice of platform must consider factors such as the size of the audience, desired interactive resources and integration with other tools used by the institution.
- Disclose
Creating a landing page, an email marketing strategy, as well as sharing your event on social media are ways to publicize your event. Always choose a date and time that suits your leads’ characteristics and lifestyle. There is no point in offering a super event for teenagers at 7am, unless for some specific reason such a time is really interesting for them.
The choice of date, platform and theme contribute as arguments for publicizing your action. Therefore, choose and plan everything carefully. - Present
This is the stage where you put everything into practice. It's interesting to create a script and have everything pre-arranged for you.to “not get lost”. If your presentation is on Facebook, if something unexpected happens, you can now leave a second option on another platform.
Take your time, as your webinar can make a difference in your potential student’s choice. - Evaluate
Analyze the metrics, read and value the comments made, measure every index you can and then do it all again with this data in hand, but now, better!
Detailed analysis of the data collected during and after the webinar is essential to improve future strategies. Metrics such as participation rate, average viewing duration, chat interactions, and survey responses provide valuable insights into lead behavior.
This information allows adjustments to be made to the content, format, and approach of future webinars, increasing the effectiveness of marketing efforts and the conversion of attendees into enrolled students.
This is just one tool that makes up the set of actions of strategic marketing for institutions. You can learn about other strategies that will help increase your sales and build a real relationship with your leads!
Summary: Webinars are powerful tools in educational marketing. They allow institutions to engage leads through interactive content, showcase their strengths, and increase enrollments. With the right topic, platform, and promotional strategy, it’s possible to convert qualified leads. Analyzing metrics after the event helps refine future campaigns and improve outcomes.
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Everything about webinars in educational marketing
What is a webinar?
A webinar is a video conference held online, used for educational, commercial, or engagement purposes. It allows broad reach with simpler setup than physical events.
How can a webinar help attract more students?
It provides a real experience with the institution, strengthening connections with leads and encouraging conversion into applicants and enrollments, especially when combined with other marketing strategies.
What are the most common types of webinars?
There are two main types: sales webinars, focused on offering products and driving conversion, and engagement webinars, aimed at strengthening brand relationship through quality content.
How to organize a successful webinar?
Define the theme, audience, and goals clearly. Planning the schedule, choosing the right platform and preparing content in advance are crucial for impactful results.
Which platforms are best for hosting webinars?
Recommended platforms include Zoom, Livestorm, and WebinarJam for their interactive features such as polls, chats, breakout rooms, and CRM integration.
How to promote the webinar effectively?
Use landing pages, email marketing, and social media. Choose a time that matches your audience’s habits and make the event’s value clear in the communication.
What should be evaluated after the webinar?
Track metrics such as participation rate, average view time, chat activity, and poll responses. These insights help refine future actions and increase lead-to-student conversion.
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