If you are a health practitioner that used to run in-person community workshops, then you know how effective these types of events are – not only to build relationships with your prospective clients, but also to position yourself as an expert.
Yet with lockdowns over the last year, a lot of things have changed – and everyone had to adapt and switch to other channels for educating patient prospects. This is where webinars fill the gap in terms of building relationships with your prospects.
In this video, we are going to talk about why webinars should be an essential part of your practice marketing.
There are actually three types of webinars. The first type is pre-recorded on-demand webinars (which would start at the top/bottom of each hour), the next one are instant webinars (where consumers can watch it immediately), and the third type is live webinars (where people have to sign up to watch it at a future scheduled time and date).
A good combination of evergreen and live webinars are needed to cater to different types of patient avatars: On-demand/instant webinars are perfect for those who are itching to dive in right away – while live webinars are more suitable when you have an expert guest.
And yes, just to state the obvious: Live webinars are typically more powerful to drive an action (because you can call out attendees by name), but the challenge is to get people to show up... especially if you're marketing to cold audiences. On the other hand, if the goal is to maximize the number of people watching till the 45-min mark (when you make your offer), then the math favors instant webinars.
So here are seven reasons why you need to include webinars in your practice marketing...
On average, it takes an average of 30-40 touchpoints before a patient is comfortable enough to take the next steps. When you are delivering a webinar, you can deliver a big chunk of those touchpoints in one webinar alone.
Webinars allow attendees to see you in action. It can be an opportunity to show them you know what you're talking about, what you're passionate about and what values drive you. When you have sustained attention, the energy exchange between prospects and doctor can be more evident. Thus, positioning yourself as an authority becomes a lot easier.
In traditional community workshops, it's easy to tell people to go to the back of the room and sign up for a discounted first appointment. But in a webinar, it doesn't usually work that way. When it comes to initiating one-on-one care that's several thousand dollars, the pitch cannot be about it. It should be for them to sign up for a discovery call to explore their specific questions that you can't answer on the webinar.
Compared to individual discovery calls (where you might repeat yourself over and over again), webinars can be an efficient way to educate a lot of people at the same time, so that discovery calls can be dedicated to unique issues and concerns of a prospective patient.
When you have captivating and valuable content, attendees want to stay all the way to the end – although you might want to experiment with even shorter webinars (we call them power webinars) of just 12-15 minutes. This can be enough time to make patients feel comfortable taking the next step.
When you partner with a guest expert on a webinar, you can leverage the star power of that expert to drive sign-ups for the webinar (this is something that worked incredibly well during the early part of the COVID epidemic). As such, webinars act as a lead magnet to enroll prospects onto your email list, so you can nurture them before/after the webinar.
When you have limited time, creating an evergreen webinar can not only grow your email list but gives you a steady stream of prospect leads to nurture and engage (both via email and in your Facebook Group).
So if you're ready to dive deeper into constructing power webinars or traditional webinars, take a look at our resources around creating webinars, positioning yourself as an expert and using webinars as lead magnets.
To help you generate better videos, I have created a special interactive guide. It contains tips about what video equipment to choose, how to set up and use a teleprompter, and how to boost your energy when you are in front of the camera. Simply click here to access the interactive guide!
To help you identify which keywords to select (and which ones to avoid) to get your video ranked, check out this guide with tips on how to get your practice ranked on Google.. and how health professionals should optimize their Youtube videos for local SEO. Simply click here to download the guide!
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