Every marketing program uses a variety of content formats to build awareness, share information, and nurture leads. Webinars continue to be a favorite among education marketers because they are cost-effective, convenient, and measurable.
Successful webinars require planning and promotion but the effort is worth it. In addition to generating leads, a strong webinar helps establish authority and thought leadership— particularly when it focuses on issues and problem solving rather than product sales.
Of course, the way you present the issues sets up the logical, but low-key suggestion that your product or service offers a solution. You just don’t want to beat the audience over the head with it. Most of us resent a full court press, but can tolerate a light sponsorship message when the webinar topic is one that we are particularly interested in. Webinars are a terrific way to connect with customers and prospects and demonstrate your knowledge and expertise on specific topics.
In terms of using webinars as lead generation, one of the reasons this strategy is successful is that the audience self-selects from a pool of qualified and targeted prospects. Finding the right audience is as important as identifying interesting webinar topics. Also, webinars can be used at different stages of the lead nurturing process to move your prospects closer to a sale. Because they are usually recorded and archived on a website, webinars can continue to generate leads long past the live event
Dull webinars are deadly. You want to avoid an audio-visual “Death by PowerPoint” webinar by making it engaging and interactive. In addition to having several different speakers engage in conversation around a topic, it’s helpful to use instant polls, question and answer segments, and even social media sharing to keep audiences interested.
The goal of marketing is to support and help drive sales. But the arm-twisting sales strategies of yesterday are ineffective with today’s consumers. Today’s consumers are receptive to issues-based content marketing. Companies that provide valuable content to their audiences to help them research or solve real problems are viewed more as a consultant than a vendor.
To recap, successful webinars are:
- Built around issues not products
Thoughtful, well-planned webinars help create conversations about the real world issues your product or service solves. They are important components of your content marketing program. Agile has several solutions to help you implement webinars that deliver highly qualified leads and top ROI. Give your Agile Account Executive a call for more details.