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.
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.