Whether you’re into marketing or not, you must have heard of webinars. This mode of web conferencing is ideal for presentations, lectures, and workshops, and of course, marketing.
There’s no denying it – webinars are a great marketing tactic and have been for a while now. For Unbounce, they became their most powerful strategy. It turns out that more than half of all marketers use webinars for B2B marketing. In fact, our case study with Z-Health shows that webinars can provide amazing results when it comes to attendance and sales. Finally, perhaps the most convincing fact of all – 64% of customers are more likely to purchase a product after seeing a video about it.
What is EverWebinar?
You may have heard of EverWebinar’s more popular older brother, WebinarJam. A very successful webinar tool, WebinarJam allows you to create unlimited live webinars. In fact, we think it’s so good that we used it for our Z-Health case study. It’s a seemingly simple service, and WebinarJam got it down to perfection. Its creators, GenesisDigital, figured out they had an excellent product and decided to build on it.
EverWebinar is an addition to WebinarJam. The GenesisDigital crew’s logic was this – if you already have a successful, high converting webinar, why use it just once? EverWebinar is the tool for creating automated, evergreen webinars. You record a webinar once and you can reuse it and automate it to your liking.
You’re probably wondering – do I need both tools? Fortunately, you can opt for either, depending on your needs. You can use WebinarJam for live webinars and EverWebinar for automated ones. The two can be purchased and used separately, but we advise trying out both, for reasons we’ll explain later on.
At the core of EverWebinar are its capabilities to schedule and configure webinar broadcasts. You can line up an unlimited number of webinars and schedule them at any date you desire. This is particularly useful if you have customers in different time zones.
We’ve noticed a trend here – every good marketing tool integrates with other popular marketing tools. Some of the marketing tools compatible with EverWebinar (and WebinarJam) include Active Campaign, LeadPages, ClickFunnels, Infusionsoft, ConvertKit, Drip and many others. This way you can track your leads and their behavior, segment them into lists and see how many of your viewers get to your landing pages and ultimately become customers.
Speaking of leads, the best way to know how they behave is user analytics. EverWebinar has the same analytics interface as WebinarJam and it allows you to track how many viewers you have, when they show up and leave, what actions they take and much, much more.
Once the webinar is done, following up is just as crucial as viewing. EverWebinar allows you to set up notifications before and after the webinar, whether it’s email or text.
One of the issues with automated webinars is the lack of interaction. With EverWebinar, you can use the chat room option to set up answers and questions. You can set up your webinars so that someone from your team is present to answer in real time. If you don’t want to sit through the webinar, you can tell your viewers that you will be answering questions at the very end. Once you’ve played your webinar a couple of times, you will know the most common questions asked by your audience. Not only can you answer quicker, but you can also prepare better, more detailed answers.
By now you’re probably wondering – this has to cost an arm and a leg, right? Actually, EverWebinar is priced very reasonably at $497 per year. Unfortunately, you cannot get a monthly subscription and get a sneak peek at the product before committing for a full year. However, there is a 30-day money back guarantee if you don’t like the service for some reason. If you also use WebinarJam, this will set you back $39.99 per month, bringing the total annual bill to just over $976. Once again, the two can be used and purchased independently.
How to create an evergreen webinar with EverWebinar
The word evergreen says it all. Unlike traditional webinars, evergreen ones do not expire after a certain period of time. While this defeats the purpose of a webinar to some extent, it also has certain advantages you can use to your benefit. Creating an evergreen webinar is fundamentally different and takes a few tricks to master completely – here are some tips to get you started so you can use EverWebinar and master the art of automated webinars.
1. Evergreen means permanent
A traditional webinar is recorded live at a single point in time; evergreen webinars are recorded once and replayed for a potentially infinite number of times. This is crucial to keep in mind when recording.
You should refrain from mentioning specific events, dates, time of the year, weather, current political affairs, important news etc.
“Our offer will surprise you more than the recent presidential election results!”
“Thanks for tuning in, and I hope those hit by winter storm Stella are doing alright.”
You get the point – if you mention details such as these, your viewers will easily figure out that the webinar is not live. While it is not your intention to intentionally deceive the viewer, you will hurt your marketing efforts if the webinar appears pre-recorded. Speaking of which…
2. Be honest
If your prospect starts viewing your webinar and sees it’s recorded right off the bat, chances are pretty high that they will leave. Webinars are all about urgency and scarcity, and the evergreen, automated element removes this completely. After all, why would you go and watch another pre-recorded video? You can do that any other time of day, any day of the week.
Don’t tell your viewers that the webinar is recorded at any point in time. However, do not lie and trick your viewers into thinking it is a live webinar either. Honesty is the best policy, especially in marketing. This way you’ll stay on the ethical side of marketing, while still providing your viewers with valuable content.
This is perhaps the hardest part of creating and hosting an evergreen webinar. A good relationship with a client needs to be built on transparency and authenticity. One of the ways to stay true is to call your webinar an on-demand streaming webinar. You will be in the clear and you won’t deceive your clients.
Ultimately, the best advice when it comes to authenticity is to create a really, really good webinar. If the message and delivery is on point, there will be no room to discuss whether it is live or recorded.
3. Take time to practice
If you’ve ever recorded a live video, you know things don’t always turn out perfect. You can mumble, stutter, lose track of your thoughts… There can be problems with your equipment, with the internet connection and so on. This is where evergreen webinars shine.
You have all the time in the world to record your ideal webinar. Write down a script and follow as much as you can while striving to sound natural. You get to control all the aspects so you can create your ideal evergreen webinar. However, do not make it too polished as it will give off the impression of a recorded video.
Of course, you can also use a recording of a live webinar, if you think it will yield great results. Sometimes you cannot replicate the atmosphere of a great live performance, and it’s a good idea to use a recorded live webinar which you can automate.
In any case, you should first try to do at least one live webinar before recording an evergreen one. You will get live questions and feedback which you can use to hone your recorded webinars. You can also use WebinarJam’s analytics to see when your viewers drop out. Identify these spots and improve on them to regain viewer interest.
4. Create a sense of urgency
One of the key features of webinars is the ability to create the idea of scarcity and urgency for the viewers. A traditional webinar can only be viewed once, for a limited period of time. An evergreen webinar completely defeats this purpose, right?
Yes and no. While there is no immediate urgency, you can still create a sense of urgency for those watching. You can use marketing automation software to add specific links for the webinar only. These can be one-time offers, special discounts, sign-up bonuses, you name it.
Using scarcity is one of the oldest tricks in the marketing book. Convince your viewers that your product or offer is only available for a certain period of time, and make sure that message is repeated throughout the webinar.
Of course, don’t forget about your calls to action. You can have multiple CTAs or a single one just for your product.
EverWebinar is a powerful webinar tool that can make money for you even when you don’t have time to host live webinars. The evergreen format is fairly new, so it’s important to keep a few things in mind.
- Don’t reference specific time points
- Stay honest at all times
- Record and practice
- Utilize sense of urgency and scarcity
- Mind your CTAs
Webinars on their own are an amazingly effective marketing tool. EverWebinar’s evergreen webinar service enables you to to easily record and replay successful webinars as many times as you want. If you already use WebinarJam, it’s only natural to improve upon your existing webinars. If not – what are you waiting for?