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Why Webinars Have an Important Role in Your Marketing Mix

 Webinars provide strong demand generation opportunities, and the ability to build brand awareness, engage with your target audience, and establish thought leadership.

One of the key reasons why webinars are an effective marketing tactic is that your attending audience is motivated and interested. They are committing an hour or so of their busy day to listen to your message and interact with your presenters. That takes a lot more effort on their part than, for instance, scanning an email or reading a web page. Additionally, webinars require less time, effort, and especially cost to attend than an in-person event, which helps increase their popularity.

As in-person tradeshows continue to experience decline in this digital era, webinars have filled the void for interaction between technical professionals and vendors.

Seventy percent of technical professionals attended at least one webinar or online event in the past year, and 32% attended four or more (IHS Enginering360 “Digital Media Use in the Industrial Sector” survey).

Industrial marketers realize that webinars have an important role in their marketing mix. Thirty-six percent now use webinars as a marketing tactic, and 40% are increasing spending on webinars (IHS Engineering360 “Industrial Marketing Trends” survey).

A variety of webinar options
Webinars can require a lot of work to be successful - from choosing a topic; to creating the presentation and script; to promoting your event; to registering and reminding your audience; to having a platform to host the webinar; to following up with opportunities post-event; to archiving the event on your website for future on-demand viewing and lead generation.

Doing all of this on your own requires resources, technology, and expertise. You also must attract a targeted audience on your own. If you’ve successfully been producing and hosting webinars, and generating engagement opportunities, you deserve credit for a job well done. If you’re just getting started, don’t be intimidated by the work involved. There are other options available.

Whether or not you have experience with webinars, working with a media partner for webinar marketing offers a number of advantages:

• A broad, yet still targeted audience. The right media partner will have access to a motivated and targeted audience you may not be able to reach on your own, and will develop and manage a multi-channel marketing plan to target the specific audience you want to attract and to promote your webinar.

• Comprehensive project management. Partners offer easy registration capabilities, email reminders, post-webinar follow-ups, and other features to help increase registration, attendance, and audience satisfaction. They can also handle all the technical aspects of webinar production and delivery. These services free you up to focus on webinar content and integrating the event into your overall marketing mix.

• Additional webinar options. Media partners that have webinar expertise can offer you a broad array of options. For example, you may want to create and deliver the webinar presentation, and have your partner handle the audience and production aspects. This is the more traditional route. But forward-thinking media companies offer other options for industrial marketers. For instance, your company could sponsor and brand a pre-determined webinar comprised of a panel discussion with industry experts. This option is a great way to build credibility and thought leadership around key topics that are important to your company. Another option is a more hybrid approach, with your media partner providing experts to collaborate with you and co-present on a mutually agreed upon topic.

Webinars are expected to show increased growth in the industrial sector. The main reason: they are effective. And more and more industrial marketers are working with media partners to strengthen their webinars and increase the return on their investment. For more information on custom webinar services from IHS Engineering360 Media Solutions, click here.

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Five Compelling Reasons Webinars Belong in Your Marketing Mix

 In this digital era, there’s no shortage of online channels and tactics for industrial marketers to connect with their target audience of technical professionals. But one tactic that’s been effectively used almost from the dawn of digital marketing is webinars—and webinars are still going strong. Here are five compelling reasons why webinars should be an important part of your marketing mix.

1. Statistics Support the Appeal of Webinars
According to the Content Marketing Institute, 61% of B2B marketers are using webinars/webcasts for marketing in 2015 and survey respondents report that webinars are the second most effective B2B marketing tactic. In addition, the research and advisory firm Outsell in its “Annual Advertising and Marketing Study 2015: B2B Advertising” reported that webinars have increased by 10.4% in the overall B2B marketing mix in the last year and that marketers are increasing their investments in webinars by 19%.

The increased investments in webinars align with the behavior of technical professionals who find value in attending webinars and other online events. Such events are convenient to attend for engineers who prefer to be in their office and at their desks and who may not have the budget or time to attend in-person events. According to the IHS Engineering360 “Digital Media Use in the Industrial Sector” research report, seven out of ten technical professionals attended at least one webinar or online event in the past year. Thirty-two percent said they went to four or more.

2. Webinars Can Help Achieve Many Objectives
You can achieve many objectives with webinars. For example: showcase new products and emerging technologies; provide education and training; share product demonstrations on manufacturing processes; strengthen your thought leadership positioning; promote successful case studies; and more.

In addition, webinars can be more robust, interactive, and compelling than ever before, thanks to advances in technology and near ubiquitous broadband networks. You can collect valuable data from attendees by asking poll questions during the webinar, then display and discuss the poll 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. You can embed video in the webinar. All of these capabilities help you to capture and hold the attention of your audience.

Webinar platforms and partners also offer easy registration capabilities, email reminders, post-webinar follow-ups, and other features to help increase registration, attendance, and audience satisfaction.

3. Webinars Offer Exceptional Engagement Opportunities
Technical professionals who take time out of their busy work schedules to attend your webinar are motivated. They have a special interest in the topic you are presenting. They have questions they want answered. Webinars allow you to control the message, yet still interact with your audience in ways that are helpful to them.

Plus, attendees can be anywhere—there are no geographical boundaries or limitations with webinars, helping you extend your market reach. And you have contact information of attendees from when they registered. This gives you an excellent opportunity to engage a motivated audience and to follow up with them afterwards to build a mutually beneficial business relationship.

4. Webinars Keep on Giving
The real-time, interactive nature of webinars offers a number of benefits, yet webinars continue to provide benefits after the live event is past. You can post archived webinars on your website to be viewed by those who missed the event or may not have known about it. Again, you can collect contact information. You can also post webinars on YouTube or other video-sharing sites. Or repurpose webinar content into articles, white papers, blog posts, or other content formats.

5. You Can Partner with Experts for Custom Webinars
No one denies that webinars require a lot of work to be successful —from choosing a topic, to creating the presentation and script, to promoting your event, to registering and reminding your audience, to having capabilities to host the webinar, to following up with opportunities post-event.

Many industrial marketers are now working with partners such as IHS Engineering360 Media Solutions on webinar programs. You can maintain a strong brand presence while getting help with content creation, promotion, reaching a broader audience beyond your own list, attendee registration and tracking, platform capabilities, reporting, archiving, and more. The result will be a polished, professional, and relevant webinar, while also giving you more time to focus on integrating webinars into your overall marketing strategy and efforts. For more information on custom webinar services from IHS Engineering360 Media Solutions, click here.

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Six Tips to Get the Best Return from Your Webinars

One of the key reasons why webinars are an effective marketing tactic is that your attending audience tends to be motivated and interested. Think about it: they are taking 30 minutes to an hour or so out of their busy day to listen to your message and interact with your presenters. That takes a lot more effort on their part than, for instance, scanning an email or reading a web page.

If you aren’t already, you should integrate webinars into your marketing mix. If you currently are using webinars, you can make them stronger and more successful. Here are six tips (plus a bonus!) on how to be efficient and earn a higher return on your webinar efforts.

siemens plm software
WeBINARS ATTRACT MOTIVATED AND ENGAGED ENGINEERS AND TECHNICAL PROFESSIONALS. mAKE THEM WORK EVEN HARDER FOR YOU WITH THESE SIX TIPS.

1. Leverage content you already have

You might have an existing presentation from an industry conference, technical report, white paper, product demo, customer testimonial or other content that can make a strong foundation for a webinar or at least help generate ideas for a webinar. You don’t have to start from scratch every time. Another benefit of leveraging existing content is that it helps you deliver a consistent message to the market.

2. Be clear on your topic and the audience you want to reach

You need to be honest with your audience on what to expect during your webinar or they will lose trust in your brand and company. Webinars are ideal to deliver thought leadership content. If your webinar is about how additive manufacturing is transforming the automotive industry, then it shouldn’t be about your 3D printers. It’s standard practice for the host or sponsor of a webinar to deliver a brief promotion about its products. However, if you want to devote an entire webinar to the benefits of your products, then that needs to be clear in your webinar promotions.

Before creating your webinar, you not only need to define your topic but also the audience you wish to attract. Leveraging your existing content can again provide an advantage here. For example, you might invite everyone who downloaded a certain white paper to a webinar on a topic related to the white paper. That way, you are matching topic to audience, and will increase the likelihood of keeping your audience engaged.

3. Promote the webinar through multiple channels

First follow the tip above about identifying your topic and the audience you want to attract, and then determine the best channels to promote your webinar. Your in-house email list is a likely choice as are your own website and social media platforms. You might consider reaching farther out to connect with a wider audience, as long as your content is relevant to them. Advertising in industry-specific e-newsletters is an effective way to reach a potentially new, yet still targeted audience. If you are working with a partner on the webinar, reach out to their email list in addition to your own. For an even broader audience, try promoting your webinar through banner ads on industrial websites, distributing press releases, or posting on your directory listings.

4. Generate new content during the live webinar

Today’s webinar hosting platforms offer sophisticated features such as real-time polls and live Q & A. Not only can you deliver educational content to your audience, you can capture content from your audience in return. Poll questions can serve as effective transitions between topics, help involve your audience, and return to you valuable information. You can display answers in real-time and offer comments on the results, making the webinar even more interactive. After the webinar, results of your polls can be the basis for blog articles, social media postings, infographics and more.

At the end of the webinar, you will typically leave time for a question and answer period. Again, you can gain valuable information from your audience based on the questions they ask. You might be able to use this content to create an FAQ document to share on your blog, website and through social media.

5. Extend the shelf life of your webinar content

Your webinar content can remain useful long after the live event itself is over. You can archive the webinar on your website for on-demand viewing. Post it to YouTube or SlideShare. Write a blog post re-cap of the event. These other channels provide an opportunity for those in your audience who missed or didn’t know about the webinar to access the content. On-demand availability also gives you another opportunity to reach out to your email list (Sorry we missed you, now you can view the webinar at your convenience…). You can reasonably ask for registration information from visitors who want to view recorded webinars, resulting in additional engagement opportunities for you.

6. Follow-up with attendees

An engineer or technical professional who attended your webinar has demonstrated an active interest in your content. Be sure to have in place a marketing process to stay in touch with those attendees. Some of them might have expressed enough interest to qualify as a good engagement opportunity for your sales team; others may be better suited to a longer-term nurturing program. However you score these opportunities, be sure to deliver relevant content to them based on their interest in your webinar topic.

Bonus: Sponsor a webinar featuring an industry thought leader

If you would like to take advantage of the engagement opportunities generated by a webinar, without putting together and executing the actual presentation, you may want to consider sponsoring a webinar delivered by an expert in your industry.

These types of webinars are usually on a pre-determined topic (although the sponsor may have some input) and feature a trusted authority in the market presenting on a topic of interest to your audience.

The sponsor receives branding and association with the expert’s thought leadership as well as exposure to an audience they might not otherwise have attracted to their content.

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How are you using webinars in your marketing strategy? What advice or tips would you give your peers in industrial marketing? Share your thoughts in the comments section below.

Learn more about webinar solutions from IHS Engineering360 Media Solutions.

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It’s the Golden Era for Webinars

This may be the golden era for webinars as a marketing tool in the industrial sector. Broadband connections are nearly ubiquitous, webinar hosting platforms offer sophisticated features enriching the webinar experience, and marketers have learned to offer relevant, educational content that technical professionals find interesting and useful.

Aerzen webinar

Here are six other reasons why webinars make such an effective marketing tool:

1. Webinars are easy for your audience
Technical professionals are already spending hours per week online for work-related purposes, so it’s easy for them to join your webinar right from their office, coffee cup or snack in hand. Plus, webinars break down geographical barriers; you can be anywhere in the world and still attend. This is especially helpful if your customers are dispersed and difficult to reach or your webinar topic has broad appeal. You can also make webinars easy by keeping them short—definitely under an hour, including Q&A time at the end. If your content is long or complex, consider creating a series of shorter webinars to make it easier for your audience.

2. Webinars generate good engagement opportunities
While webinars may be easy for your audience to attend, they also require commitment. Not just any lazy tire-kicker is going to attend your webinar. A technical professional willing to take time out of their busy day for your webinar is likely highly interested in your webinar topic and eager to learn something new. These are exactly the people you want to engage and start a relationship with. And you already have their contact information because they’ve registered.

3. Webinars let you be the expert
In a webinar, you’re educating your audience—about industry trends, novel solutions to problems, hot topics, new products or technologies—and by the nature of your position as host you’re the expert on the content. You’re in control of the message and how it’s delivered, unlike, for example, on social media where you don’t have control over comments and feedback. This makes webinars a perfect tool for helping to establish and maintain your thought leadership position on important topics.

4. Webinars let you give and get
With webinars, not only can you deliver educational content to your audience, you can capture data from your audience in return. Adding several real-time polling questions to your webinar can serve as effective transitions between topics, help involve your audience, and return to you valuable information. You can ask how technical professionals currently solve a problem you’re presenting on. Or how often they use certain types of products. Or any other multiple-choice question they can answer quickly. You can display their answers in real-time and comment on the results, making the webinar even more interactive.

5. Webinar content can be re-purposed
If this is the golden age of webinars, it’s also the golden age of content marketing. Every marketer has a mandate to get content into the hands of their target audience using multiple digital channels. Webinars can help. You can promote the content of your webinar over channels such as social media, your website, e-newsletter ads and banner ads. You can also re-purpose the webinar content into other forms: articles, white papers, infographics, videos and more. Not only do you help fulfill content marketing goals, you can maintain a consistent message across different content formats and distribution channels.

6. Webinars have a long shelf life
Webinars don’t have to be live events only. You can archive past webinars on your website for on-demand viewing by technical professionals. This gives those audience members who missed or didn’t know about the webinar an opportunity to participate. You can reasonably ask for registration information from visitors who want to view recorded webinars, resulting in additional engagement opportunities for you.

If you’d like to know how leading industrial suppliers are using webinars to build thought leadership and generate engagement opportunities, check out the schedule of upcoming webinars hosted by IHS GlobalSpec.

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Have you added webinars to your marketing mix? How have they helped generate engagement opportunities for you and your sales team? What tips or strategies would you pass along to your peers in industrial marketing? Share your thoughts in the comments section below.

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Five Reasons Why Webinars Continue to Work

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.

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Social Media and Marketing in the Industrial Sector: Webinar Recap

The recent Social Media Use in the Industrial Sector Webinar presented findings and recommendations from IHS GlobalSpec’s annual social media survey of industrial and technical professionals. While many larger studies have been conducted on social media and B2B marketing, this is the only research specifically focused on the manufacturing and engineering communities. You can use this research to support your social media efforts and gain practical tips and recommendations as you evaluate your social media plan.

View the webinar on demand.

The full Social Media Use in the Industrial Sector research report will be available shortly. To be notified, sign up for the Marketing Maven e-newsletter using the “subscribe” button on the right-hand side of this page. Or join us on LinkedIn, Twitter or Facebook using the “Follow Us” icons.

The social channels your audience prefers
Among industrial and technical professionals, LinkedIn is the most popular social platform and Google Plus is the fastest growing.

Sixty-three percent of industrial professionals have a LinkedIn account, where the two activities they perform most are searching for contacts and reading product and industry news. Sixty-seven percent belong to at least two groups, which are comprised of members who share common interests, and offer a forum for discussions, asking and answering questions, providing relevant content, networking and more.

Fifty-four percent have Facebook accounts, down from 65 percent last year. This may be due to an overall slight decline in Facebook usage in North America and the survey focused on that region. There also may be some “Facebook fatigue” setting in, although respondents do still use Facebook for work-related tasks. For example, 71 percent like or follow companies within their industry and 32 percent like or comment in work-related discussions. Perhaps more importantly, 34 percent say they research and read work-related content while on Facebook.

So while overall Facebook use declined over the last year, it still is a good channel for your content marketing and presents an opportunity for increasing brand awareness.
Only 18 percent of respondents have Twitter accounts, a figure which has held steady for the past few years. On the other hand, 36 percent now have a Google Plus account, up from 23 percent in 2011. Suppliers should pay attention to Google Plus and discover how it fits into their social media strategy.

Forty-seven percent use YouTube and other video sharing sites, which makes video valuable content to create and promote. Not surprisingly, given the nature of their work, engineers and other technical professionals mostly watch product demos and how-to videos. If you produce videos, you should consider publishing them on video sharing sites.

Accounts are one thing, engagement is another
A common theme among industrial professionals is that they are passive users of social media. This is really no different from how the typical Internet user interacts with social media. We are usually passive users of social media rather than actively engaged. Industrial professionals prefer to read and watch content rather than starting or commenting on discussions. However, that doesn’t mean social media lacks value as a component of your marketing mix. But it does mean you’ll need to match your social media strategy to what your audience seeks from these channels.

Fifty-two percent of respondents indicate they use social media to keep abreast of the latest company, product, and technology news. Slightly fewer than half of respondents use social media to find peer reviews, new suppliers, and industry expertise. The conclusion to draw is that for industrial professionals, social media is valuable as a way to search for and discover content. And for suppliers, social media can be another channel for your content marketing efforts. White papers, research reports, product announcements, and press releases can be shared on social media to reach your target audience, be useful to them, and build your brand visibility and reputation.

Valuable resources for researching purchases
While industrial professionals find social media useful for searching and discovering content, when researching a potential work-related purchase, other online resources are more valuable to them, including general search engines, online catalogs, supplier websites and GlobalSpec.com. The social media channels Facebook and Twitter are the least valuable.

The top reasons industrial professionals don’t value social media for researching work-related purchases is that social media is not as efficient (67 percent) and there’s too much noise (54 percent). The takeaway for suppliers is that, like with any other marketing channel, you must be relevant and make information easy to find for your audience.

Engaging your audience on social media
The survey revealed that online communities and discussion sites, as well as Facebook and blogging, are the most popular ways industrial companies implement social media. However, video and LinkedIn are in the lower half of social media platforms that suppliers use. Given the popularity of these two areas among their audience, suppliers should invest time and resources into LinkedIn and video. They should also promote their social media properties through their supplier profile pages on GlobalSpec.com, which offers an easy way to integrate social media with your other marketing initiatives.

To engage your audience through social media, you must provide valuable content. Your followers may not comment on your Facebook posts or videos, but they do consume the content. If you continually distribute useful content, you can build trust with this audience as well as stay top-of-mind. And although industrial buyers may not be ready to make a purchasing decision, if you educate them through social media and other channels you have a shot at being on their short list when it does come time to buy.

Most importantly, you should treat social media as you do any other tactic in your marketing plan. It needs to align with your corporate goals and integrate with (not replace) other marketing efforts. This will also help get buy-in from company executives.

View the webinar and let us know how you are implementing social media as part of your overall marketing strategy in the comments section below. Also, if you enjoyed this blog post, please spread the word using the share buttons.

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Creating Demand and Awareness with Digital Media

As industrial professionals increasingly use online tools and resources to perform key job functions like product research and discovery, Indium Corporation drives demand, awareness and engagement with its target audience through GlobalSpec digital media solutions.

In this video, Indium’s Marketing Communications Supervisor Anita Brown and Director of Marketing Communications Rick Short discuss how they incorporated GlobalSpec online catalogs and directories, custom Webinars and e-newsletter advertising into the marketing mix to reach the key decision makers in target industries.

When targeting the specifiers, buyers and design engineers in industries and markets as diverse as aerospace, defense, electronics, medical equipment, semiconductor and solar energy, Indium seeks to create demand and awareness for its products and deliver engagement opportunities to its sales team.

Indium has built a strong presence in GlobalSpec’s online catalogs and directories as its target audience uses these tools to quickly search for and discover the products they need to do their jobs.

“GlobalSpec is a well-known, very well proven and very trusted platform or arena for our target audience to operate in,” Short said.

In addition, Indium hosts custom Webinars to create engagement opportunities and build its thought leadership position.

“We’re trying to develop a great, powerful, effective, efficient lead generation program and, as part of that, we want to establish ourselves as a thought leader. So, once again, GlobalSpec delivers exactly that,” Short said.

Rounding out its digital media program, Indium advertises in GlobalSpec product- and industry-specific e-newsletters to drive awareness with a relevant audience.

“We can target just the right audience for our message. It’s efficient and it’s effective,” Brown said.

For more, watch the video “Creating Demand and Awareness through Digital Media Solutions.” Also, to see how Indium has used Custom Webinars to reach the key decision makers in their target industries, generate engagement opportunities and establish its thought leadership, check out “Reaching Key Decision Makers through Custom Webinars.”

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Build Your Brand Through Webinars

Webinars resonate with industrial professionals. They give your target audience the opportunity to connect with you online from the convenience and comfort of their own offices. In addition to lead generation, Webinars offer you the opportunity to build credibility and brand awareness, and create a lasting, positive impression on your audience.

Following these tips will help you create and deliver Webinars your audience will appreciate and will help your company increase its brand visibility and reputation in the market.

1. Present educational content
It may seem counterintuitive, but to use Webinars for branding you need to avoid focusing Webinar content only on your brand, products or services. Instead, educate your audience, be helpful, and become a trusted resource. Do this by focusing your Webinar on topics such as presenting a unique position on an industry issue, comparing different approaches to solving problems your audience faces, or offering recent and relevant research that will help them do their jobs better.

If you are useful to your audience, they will remember your brand. One effective strategy to be relevant and educational is to invite a third-party Webinar presenter. For example, recruit a speaker from a standards governing body, a governmental agency, an industry analyst, or a media spokesperson in your industry.

2. Prepare presenters
If you are presenting at the Webinar, practice ahead of time. Prepare an outline, and synch up speaker notes with slides. Almost everyone needs to practice, not only what they want to say, but how they say it: tone, emphasis, and pace all count. How you present is as much a reflection on your brand as what you present.

Be sure to set up early and test all voice and data connections before the scheduled start time for your Webinar. Getting hit with technical difficulties or starting late will give your brand black marks before you even get started.

3. Create visual interest and interactivity
Webinars are a combination of voice and visuals. The voice part you practice, the visuals you prepare. Make your slides image heavy and text light. No one wants to sit in front of a slide with long lists of bullet points. It’s better to have many slides packed with images and a few words, than it is to have a few slides packed with words. You can also take your visual presentation to the next level by using video instead of slides. Video Webinars provide a stronger integration of audio and visual than the traditional slide and audio presentation. They are a great way to demonstrate products and showcase the thought leaders within your organization on a more personal level.

Also, engage your audience with polls and surveys during the Webinar and show the results in real-time. For example, ask the audience how many of them have faced a specific challenge, or how many hours they typically spend on certain types of work-related activities. Save time at the end for a live question and answer period. A good custom Webinar provider will be able to offer all these rich features that improve your audience’s experience.

Another note on visuals: include photos of all presenters in the Webinar so that your audience can attach a face to the voice they hear. It’s another way to develop a bond with your audience.


4. Extend the reach of Webinars after the live event
Not everyone who registers for your Webinar will attend the live event. It’s important to archive previously recorded Webinars so that your audience can view them on demand. On the same page, list upcoming Webinars which allows your audience to register for events of interest to them. You should also convert your Webinar slides and audio into video format for use on social media sites such as YouTube.

5. Work with a Webinar provider that can reach your target audience
Working with a respected industrial sector media company can help you achieve much greater reach and eliminate the production burden of your custom Webinar initiative. GlobalSpec’s custom Webinar program helps you reach the most relevant audience for your topic from their registered user base of 6.5 million engineering, technical, and industrial professionals. Globalspec’s Custom Webinar Program includes services such as e-mail invitations, promotion in relevant e-newsletters and e-mail alerts, audience registration, and attendee reporting for both the live-day event and on-demand viewing post-event. By partnering with a well-known industrial media company for Webinars, your company’s brand visibility and reputation will rise.
 

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