Just a few years ago, webinars were the definition of cutting edge digital marketing in the industrial sector. While new digital strategies such as social media, video, mobile and others seem to be getting a lot of the attention lately, webinars continue to evolve and remain an essential piece of your marketing mix. At the same time, they remain an affordable, effective, measurable, and proven B2B marketing platform – exactly what you need in your marketing portfolio. Here are five reasons why:
1. Exceptional Engagement Opportunities
A webinar audience is a motivated audience. These professionals are taking time out of their busy work schedules to attend your event. They have a special interest in the topic you are presenting. They have questions they want answered. And you have their contact information from when they registered. This offers an excellent opportunity for you to engage a motivated audience and to follow up with them and build a mutually beneficial business relationship, as long as you...
2. Tell a Compelling Story
Your primary goal of hosting a webinar shouldn’t be to generate engagement opportunities or boast about your wonderful new product. It should be to captivate and hold your audience’s attention by telling a compelling, relevant story. If you don’t do that, you won’t be able to meet your other objectives. The mystery novelist Elmore Leonard once gave this tip to writers: Leave out the boring parts. Same goes for webinars. Skip the dull stuff and tell your audience something super useful that they don’t already know. Focus on their needs and what they want to learn.
3. Branding and Thought Leadership
If your marketing objectives include raising your company’s brand awareness or demonstrating thought leadership, use webinars. They are an excellent way to convey your company’s position on the state of your industry, to offer innovative ways to solve problems, to present research and analyze trends, and much more. Another effective approach is to work with industry partners and experts to jointly present or sponsor webinars that will help build your reputation and grow visibility.
4. Controlled Interaction
Let’s face it: social media platforms are great for listening to and participating in conversations, and that’s important, but social media is also very unstructured. You never know what comments you might get or where the conversation might lead. Webinars, on the other hand, allow you to control the message yet still interact with your audience in ways that are helpful to them. You can ask poll questions during the event and then display and discuss the results in real-time. You can also have an interactive question and answer period at the end of your presentation—or at any time during the event. Survey your audience to get valuable feedback on your presentation. Webinar platforms also allow you to provide resources – such as research reports, white papers, product fact sheets and more – through the audience’s viewing console, providing your attendees instant access to additional information relevant to your webinar topic.
5. Support Content Marketing Strategy
A lot of marketing today is content marketing: disseminating relevant, useful information to customers and prospects across multiple media channels. Webinars help fulfill this function. You host the live event and offer an archived version of the webinar on demand following the event. And the topics you cover in the webinar could be re-purposed into white papers, blog posts, articles and more to help feed your content marketing machine.
Webinars continue to be a relevant and valuable marketing platform in the industrial sector. If you’d like to see a webinar in action, check out one of our upcoming events.
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What do you love about hosting webinars? How have you found them successful? Or perhaps you’re considering webinars for your marketing mix. Share your thoughts in the comments section below.