Webinars, Master Classes, Workshops: Which Should You Do?

If you’ve been spending any time on the Internet lately, you’ve likely noticed that a lot of service-based entrepreneurs out there are sharing their talents with existing and potential clients via webinars, master classes, and workshops.

What you’ve probably realized is that these are all great ways to expand your reach and ultimately grow your business. What you might not be clear on, however, is what the difference is among these three, and which one might be the best choice for you at any given stage in your business.

In this post, I’ll explain each of these tools, their important features, and which one you should choose based on your particular goals.

Webinars, Master Classes & Workshops: 3 solid choices but, which do you do?

Here goes!

Webinars

What's a webinar?

Put simply, a webinar is an online seminar or presentation. Participants typically register using their email address and join in via a personalized link sent by the host. Inside the webinar, participants can see and hear the presenter, view slides and other media, ask questions, and sometimes answer polls. Webinars can be live or pre-recorded.

Webinars are a good choice when:

You’re not giving up the premium goods. Most often, webinars are free or at very minimal cost to the participants; this is reflected in the type of content that entrepreneurs share in webinars. Most likely, you’ll be sharing an organized version of the content already available in other forms on your blog, in your newsletter, or in your opt-ins.
You don’t feel like leaving the house. Webinars take place exclusively online, making them a convenient option for you, because you can present from the comfort of home, and your participants, because they can literally join from anywhere in the world as long as they have Wifi. What’s even better? You can choose whether you want to be visible on screen or use slides as a visual tool during the presentation.
You want to cast a wide net. Because they are a super strategy for converting readers into clients and customers, webinars are usually aimed at your mailing list. Depending on your business, this can be a rather large audience of folks who already have an idea of what you’re about but want to hear more from you before committing to a product or service.
You’re ready to show what you know. Webinars are a great way to establish yourself as an authority in your field. Since most of the participants will likely be readers from your mailing list, the webinar is a great chance for you to go a little more in-depth on the content they’ve been reading every week. And, because you’ll be presenting the material in a live format (at least for the first go-round), you get to show a bit of your personality too, which can be endearing.
You’re looking for leads. Webinars are also great for lead generation since participants will traditionally register with their name, email, etc.
You want that easy sell. Webinars bring in sales without the need for “hard selling” because, as discussed, the participants already believe in your business, products, or services -- that’s why they showed up in the first place!

For what business categories are webinars best suited?

Webinars are a solid choice for any business owner who is trying to build their client base, including those who are just getting started. They are a great choice for business owners who are looking to showcase their offerings and provide a “freebie” for those that attend.

Workshops

What’s a workshop?

A workshop is usually a brief, intensive educational program for a relatively small group of people. Workshops focus techniques and skills in a particular field.

Workshops are a good choice when:

You’re giving up the good stuff. Workshops are typically paid events. The exact cost varies depending on how in-depth the workshop is. So, you’re most likely sharing what you wouldn’t otherwise make available for free.
You want to keep it intimate. Because of the type of material you’ll be sharing, workshops work best for small, more focused audiences. You can think of them as being geared more toward your clients -- people who have already purchased from you before and are looking to learn more or go deeper.
You want some flexibility. Workshops can take place online, in person, or both. What’s best for you and your business depends on the material you will be sharing and the location of the people who will most likely attend.
You’re ready to put your teaching cap on. Workshops are considered ‘teaching platforms.’ Here, selling is not the focus. Rather, you’re focused on imparting specific concepts or teaching specific skills.

For what business categories are workshops best suited?

Workshops are best for those that have been in the business for a while and are trying to give themselves a leg-up in the industry. They are also a good choice for those who are really good at just a few things that they’ve chosen to hone in on. And, since workshops are geared more towards small audiences -- like, current or potential clients -- they’re also a good option for a business owner who’s looking to strengthen their relationship with their current clients and build on their current client base.

Master Classes

What’s a master class?

Master classes are classes taught by someone who has an expert level of knowledge or skill in a particular area.

Master classes are a good choice when:

You’re ready to give up the premium goods. Typically, master classes are sold at a high price point because of the length of time and the depth of the material involved. For this reason, the level of content should be in line with the cost to the attendees.
You really know your stuff. Master classes are typically taught by those who are well-known and considered to be experts in the subject matter.
You’ve got the time. These usually work best as longer, multi-day/multi-week programs because there is so much material to convey.
You’re up to the challenge. Attendees of master classes typically already have pretty advanced knowledge in the subject area, but are looking to learn directly from you, as an expert.

For what business categories are master classes best suited?

Master classes are a good option for any business owners who are already seen as experts on the subject or in the field. They are particularly good for business owners who are looking to increase their client base or overall exposure.

There you have it. Three solid choices to reach or grow your audience at any stage of business.