The one-two punch: Facebook and webinars

One of the most powerful tools available to flight schools today is Internet-based seminar technology, or “webinars.” Webinars are simply seminars delivered over the web. A major advantage of webinars over other social media interaction is that webinars are held in real time. Audience members can ask questions of the webinar moderator and get answers on the spot, with none of the delay associated with email or text. Almost no schools are using webinars yet, so there's a real opportunity to set your school apart.

Webinars consist of a moderator, the visual content being provided (think PowerPoint or similar), and an audience. The webinar is promoted or advertised in advance, audience members sign up, and, at the appointed time, the webinar begins. Audience members sign into a special webinar page to view the moderator and the content, and they can ask questions via on-screen messaging. The moderator then addresses the questions for all to hear. It's pretty cool.

Webinars are especially useful with prospects who may not have the time to pay a visit to your school, or who simply prefer a less hands-on approach to the first contact. Audience members may just listen and observe, or they may take a more active role by asking questions, providing comments, or even challenging the moderator to clarify certain points. The highly interactive nature of webinars makes them an ideal way to introduce your school and its staff, giving the audience a glimpse into the personalities behind the training programs and getting most of the basics out of the way before the all-important first visit and demo flight.

There are dozens of webinar platforms available, including GoToWebinar, ClickMeeting, and EasyWebinar, just to name a few. All require a monthly subscription, but they provide everything you'll need (except your sterling presence) to host your webinars, and the price isn't bad considering what you get. The software is easy to learn, and most or all also offer a free month to test things out.

Once you decide to host a webinar, you'll need to consider a few things:

1. First, what is the goal of the webinar? Do you want people to come to your school for a tour, or schedule a demo flight? Clearly defining your goal is an important first step.
2. Create your presentation file (PowerPoint?) to fit your goal, but it should almost certainly lead with what it takes to become a pilot. Don't start with a video or slides of your school—that comes later. Entice your audience with the glitz, glamor, and business utility of being a pilot.
3. Choose who will moderate. This could be the school owner or a talented and photogenic CFI. You could also feature a panel of several CFIs.However you do it, the people involved have to know their stuff; stumbling over basic questions during the webinar just won't cut it.
4. Choose a background and setting for the webinar. The moderator will be on camera (usually a webcam or portable camera), so choose an aviation-themed background, like an airplane, hangar, or a wall with aviation posters. Airplanes are sexy, so show them.
5. Write a basic script for the moderator(s) to follow, and rehearse it until you're comfortable. Remember, webinars are not sales videos or presentations. They should be informative, educational, and lead the audience to book a tour or demo, but they should not seem scripted. A casual-but-professional demeanor will go a long way toward building confidence in your school.
6. Keep it short. Not too short, but don't let it drag. If your audience feels like you're losing them in tedium, they'll bail. Your presentation and Q&A should lead organically into your last slide, the Call the Action. Feature your telephone number and web address, but encourage the phone call to schedule a tour or intro flight. Tell them to ask for you, personally, since it's you they feel they already know.

Your next challenge will be to attract an audience to your webinar. Do all the usual things: Send an email out to your mailing list citing day and time (remember, these are live events), make the webinar a lead feature on your website's landing page, even have your CFIs make some phone calls inviting people who have done demo flights or inquired about training.

Your best tool for reaching new people, however, could be Facebook. Spend $50-100 on ads promoting the webinar and directing the audience to sign up on your platform's website. This sign-up feature comes standard on all major webinar platforms, and it's fast and easy to register. Be sure to emphasize that the webinar is free, and give your webinar a catchy title: “Be A Pilot By Spring,” or “Do You Have What it Takes to Be a Pilot?” or something like that.

Plan to make webinars a regular monthly feature of your marketing program. Be sure to conduct the webinar even if only one or two people sign up; cancelling creates resentment in those who did enroll, and all it takes is one or two new students to make it all more than worthwhile.

Once the webinar is over, tout it on your website and Facebook page. Promote next month's event a week in advance, and repeat the advertising. Your impressions will build, as will your webinar audience.

Webinars promoted through Facebook may be your first foray into social media marketing. It's pretty easy once you get the hang of it, and you can use the same presentation materials over and over. Not many schools are using webinars to promote their training programs, and research tells us that thousands of people in your marketing area have considered learning to fly, have questions about it, and are eager to learn more. Your webinar could be their front door to your school.

William Woodbury is a pilot, flight instructor, marketing communications professional, and freelance writer who lives in California.