Tips and benefits for expanding your reach and growing your audience by hosting a Zoom webinar or other platform webinar
Whether it’s your first time to attend a Zoom webinar or brushing up on telemedicine best practices, strengthening your presentation skills will help you succeed in a world that focuses on remote-first work. As a chiropractor and frequent speaker, I have summarized my tips for a meaningful webinar and provided insights on how these tips will benefit your chiropractic practice immediately.
Expand your reach
By hosting webinars, chiropractors and functional medicine practitioners can extend their reach beyond the doors of their office and the local patient community.
Webinars allow you to present a wide variety of topics in your area of expertise and reach an online audience around the world.
While many chiropractic webinars are usually slide presentations, you can use a video platform like Zoom to encourage greater audience engagement. With a dynamic video presentation, you have more power to inspire and educate your audience.
Diversify your sources of income
Another benefit of delivering high impact webinars is creating a diversified source of income. As a chiropractor or functional medicine practitioner, you may have experienced a time or periods of declining income – for example, a break from visiting the office during COVID-19.
Webinars are an opportunity to make up for this decline by adding a new source of income to your business model.
People attending your webinar are best referred to a presenter who demonstrates authenticity. Deliver your webinar from your actual workplace, roll intermittently, and smile at technical issues.
Showing your humanity and being your authentic self will instill trust in your attendees – and help you attract an audience that would otherwise have focused on other areas.
Zoom Webinar or Other: Choose a type of webinar that works for everyone
You can also expand your reach by diversifying the type of webinars you offer. Live webinars are a great way to connect with your audience by allowing attendees to virtually interact with you. On-demand webinars or recorded webinars have their own advantages.
As a participant, you can watch the presentation when it suits you. As a practitioner, creating content for on-demand webinars not only saves time in the long run, it also helps you repeat your message with each new download.
Regardless of which type of webinar you choose, both offer the opportunity to collect patient data for future contacts. Regardless of whether an attendee signs up for your live webinar or accesses your on-demand content, they do so with an email address. With this contact information, you can build your online audience and reach potential new patients.
Deliver your message with energy
Webinars are a great opportunity to improve your speaking skills without the pressure of a personal audience:
- Practice what you are going to say in advance to avoid mechanical delivery of your content.
- If you want to read from a script during your webinar, End each sentence by looking at your audience (or camera) to make your presentation feel natural.
- The body language goes far in a virtual presentation. Smile at the audience even if you can’t see them.
- Speak in an optimistic tone – gesture towards your audience.
By doing these things, you can get your message across with a strong presence. Not only will you get your audience involved, but you will also energize your webinar instead of making zoom tired.
Make your webinars interactive
Interacting with your audience is a huge part of making them feel heard and connected. Interact with your audience during your webinars by including polls in your presentation. Encourage attendees to use live chat to ask questions, and allow time during your webinar to answer questions or respond to comments.
Another way to make your webinars interactive, especially if you are creating on-demand content rather than a live presentation, is to include a guest in your webinar. Interviewing another health professional whose expertise matches the topic of your webinar will strengthen your messaging and extend your reach to your guest’s audience.
Following up with your webinar attendees is key to converting them into potential patients. Try this within a day or two of your webinar.
Ideally, you should then make a recording of the webinar that your audience can watch again and hopefully share! – but at least include the presentation slides. Providing both options increases the likelihood that your audience will revisit the content, remember and refer to it, and regain more expertise in the future.
Admittedly, there are some drawbacks to running webinars, such as the inability to conduct a hands-on demonstration. However, the above benefits outweigh the negatives and are complementary to the services you offer in your practice.
By delivering webinars, you can extend your reach to an audience that you would otherwise not have access to. Whether you host your webinars live or on-demand, this telemedicine approach will not only diversify your revenue streams. It will also help strengthen and consolidate your thinking in this area.
Robert G. Silverman, DC, DACBN, DCBCN, MS, CCN, ZNS, CSCS, CIISN, CKTP, CES, HKC, FAKTR, ”and Founder and CEO of the Westchester Integrative Health Center. The ACA Sports Council named him “Sports Chiropractor of the Year” in 2015. He is a member of the Advisory Board of the University of Functional Medicine and a seasoned health and wellness expert in both language and media circles, as well as frequent health expert posting on national blogs such as Consumer Health Digest. He has appeared on the FOX News Channel, FOX, NBC, CBS, ABC, the Wall Street Journal, and NewsMax. His new book “Superhighway to Health” is expected to be published in August 2020.