By now, it should be clear that webinars are versatile tools that can drive marketing success across various industries and business needs.
Let’s explore some common webinar use cases that will help you understand how to harness their potential and supercharge your engagement marketing.
Educational Webinars
Educational webinars are virtual events designed to share knowledge, insights, and expertise on industry trends, topics, or best practices. They help position your brand as a thought leader and subject matter authority while educating audiences on your solutions.
Often, educational marketing webinars focus on top-of-the-funnel content designed to attract new leads and grow your database. These webinars typically feature insights from industry experts, analysts, or experienced professionals, with content ranging from high-level overviews of changing industry landscapes to real-world case studies and deep dives on niche topics.
For example, HubSpot runs webinars with influencers and HubSpot experts sharing actionable tips and strategies, cementing their brand reputation as marketing thought leaders.
Professional Development Webinars
Professional development webinars are designed to support continuous learning and growth by letting individuals enhance their skills, knowledge, and competencies in their field. These webinars can cover a wide range of topics, from industry-specific technical skills and even certifications to soft skills like leadership, communication, and time management.
Webinars provide an accessible and cost-effective way for students and professionals to stay up-to-date with the latest trends, tools, and best practices in their field. Interactive webinar features let educators deliver powerful learning experiences at scale.
Product Demo Webinars
Product demo webinars showcase your product’s features and benefits to potential buyers who are actively considering a purchase. Unlike a one-to-one demo, webinar product and sales demos allow you to reach a larger audience and scale your sales efforts while speaking to buyers’ individual doubts and pain points.
The best product demo webinars clearly articulate the value proposition, address common objections, and use storytelling to paint a picture of how your solution solves real challenges for your users. The goal is ultimately to move your prospects closer to a buying decision.
Modern, audience-centered product demos aim to engage and entertain as well as inform by creating opportunities for active audience involvement.
Onboarding Webinars
Onboarding webinars are designed to welcome new customers (or free trial customers) and ensure they get the most value out of your product or service from day one. A great onboarding webinar clearly explains all the key features (with real use cases), demonstrates how to complete important tasks, and leaves customers feeling confident and excited to get started.
By investing in customer success from the start, you set the stage for a long and fruitful relationship: onboarding webinars can speed up time to value for new users, boosting customer lifetime value and reducing churn.
The most important elements of an onboarding webinar are clear explanations, step-by-step walkthroughs, and plenty of time for Q&A. Strong onboarding webinars deliver an “aha moment” for your customers as they understand exactly how your product will solve their day-to-day challenges.
Product Training Webinars
Product training webinars educate customers on how to use a product or develop a particular skill. These webinars go beyond initial onboarding to provide ongoing education and development. The most effective training webinars are well-structured and interactive, with a mix of presentations, demos, discussions, hands-on exercises, and resources like workbooks and reference guides.
For customers, training webinars can cover new or advanced product features, integrations, and best practices for different use cases. Examples of retention and nurturing webinars include product tips and tricks, customer success stories, and sneak peeks of upcoming releases. The goal is to remind customers of your ongoing value and make them feel appreciated.
Customer support platform Zendesk has some great examples of ongoing customer training webinars that teach users advanced platform skills and help them get more value out of their investment.