The lion’s share of webinars is free, for good reason. Scores of businesses have discovered how powerfully effective a free webinar is in building trust and loyalty, increasing brand awareness, and helping educate and nurture prospective and existing customers.
Of course, there are cases where charging for a webinar is appropriate. For instance, paid webinars are perfect if you have a sizable loyal base of avid customers eager to consume your latest content or expertise. Paid webinars also work well for businesses in highly targeted professional trades or specialized niches.
If your business doesn’t fall into one of these categories and you’re thinking about charging for your webinar, you need to ask yourself why someone would pay to attend—and be able to provide a solid reason. Are you offering information they can’t get anywhere else? Is your speaker highly sought after, an industry guru, both? Will attendees get continuing education credit?
Indeed, there are many ways to monetize your webinars without charging for them. Here are three of the most popular and time-proven ways.
Your webinar will draw a captive audience that other companies want access to as well, and they may be willing to pay you for it. Sponsorship deals typically include things like display ads prominently placed on your webinar registration or event website and verbal acknowledgments during breaks throughout your webinar.
Zero in on companies with products or services that are highly likely to be of interest to your attendees.
Sell a Related Paid Product or Service
Many webinars end by offering attendees a paid product or service that piggy-backs off the webinar topic, providing them an opportunity to continue their education or help them in a substantive way.
Selling products or services at the conclusion of a webinar is one of the most effective ways to monetize your event. After spending an hour learning about a topic through value-packed content, attendees are ripe for more information. Even better, they’re chomping at the bit to improve their personal or work life by putting your freshly given advice into action.
Offer Pay-Per-View Webinars
Post your webinar recordings in a password-protected area of your website where visitors have to pay to gain access. If you implement this type of paid membership, ensure that a visitor has to pay for access only once. They should be able to log in again and again at no additional cost.
If you decide to monetize your webinars, make sure to test and measure how attendees respond to your various strategies.