Webinars are excellent tools for both B2B (business-to-business) marketers and B2C (business to consumer) marketers. They can help any kind of business strengthen its brand, generate more leads, and, in the end, sell more products.

One type of business that can benefit from webinars is the e-Commerce industry. In this article, we will look at how e-Commerce businesses can use webinars to reach a wider audience that is not possible by just using traditional marketing strategies.


Why e-Commerce Businesses Need Webinars

Most e-Commerce businesses don’t have a shop where customers can come in and browse. This can mean that customers feel disengaged with the business, and while they may still buy from it, it can be difficult to build up customer loyalty.


Why is this so?

Webinars give you a chance to let your customers ‘meet’ you, albeit in a virtual way. This human connection will benefit your e-Commerce business in these ways:

Strengthen your brand and let your customers make a connection with you
Give them the chance to interact with you and get first-hand information on your products
Establish yourself as an authority in your industry and make your business it stand out from the competition

Let’s see in more detail how webinars can benefit your e-commerce business.


Demonstrate New Products

Most customers will be able to read the instructions on how to use a new product. However, a webinar gives you the chance to use a personal touch and demonstrate new products. You can also use webinars to demonstrate and promote existing products to new customers.

For example, one cosmetics company used a series of webinars to demonstrate how to use their products. After the events, the recorded webinars were repackaged into smaller demonstration videos and uploaded to video sharing sites.

This not only creates a more interactive and enjoyable experience for your customers, but it also increases your digital footprint. The videos created and become a source of new traffic back to your website.


Strengthen Your Brand

The stronger brand then the easier it will be to sell and promote products. E-Commerce businesses can use webinars to strengthen their brand and increase brand awareness.

A strong brand is easily recognizable among its competitors and consumers will naturally be drawn to it.

Your customers will enjoy the fact that they can see you demonstrating the product and answering their questions. You can also explain to your audience why your products are better than your competitors are.


Building Customer Loyalty

Some e-Commerce website owners assume that the hardest part is making the initial sale. This is why so much time, effort and resources are pumped into promoting products. However, the initial sale isn’t the hardest part. The hardest part is building customer loyalty. In other words, they help make sure that your customers keep coming back. Therefore, webinars can turn one sale into a series of sales.

Hosting webinars makes it possible to engage with your customers on a regular basis. You can keep them up to date on new products, explain how to use existing products, and answer their questions.

Establishing yourself or your business as an authority in the particular industry will keep your customers coming back to buy your products or use your services.


Provide Value

Webinars are great ways to provide extra value to your customers. There are many ways that webinars can be leveraged to provide more value to your existing customers.

For example, you can offer webinars free of charge to your paying customers, but charge others to attend the event. In the mind of your customers, this increases the value of the webinar because they are getting something that others have to pay for. This can be an excellent way to generate excitement on a new product, especially if you give existing customers the first glimpse of it.

In addition, during the webinar presentation, you can give out items of value. What are these? This could be some exclusive PDF handout with additional information on the product or service. Alternatively, it could be a video with demonstrations and helpful tips.

In order to give the webinar true value, it is good to keep promotions of other products to a minimum. Remember that your goal is to educate your customers not push products on them.


In conclusion

E-Commerce websites can greatly benefit from the power of webinars. It can help to keep customers loyal and also be an effective way of promoting new products, without resorting to a ‘hard sell.’ Even though there are many other ways to market products through SEO, social media, blogs, and lead generation through emails, webinars can give e-Commerce websites a real edge in marketing potential.

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Posted by Agnes Jozwiak

Agnes is the Brand & Communication Director at ClickMeeting.

Time to move your events online. Do it with ClickMeeting


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