Physical events such as conferences and tradeshows continue to rank as the number one most effective way to generate B2B leads, according to HubSpot, followed closely by webinars in the number two spot.
In many respects, webinars and webcasts are the digital content marketing counterpart to physical events, offering several of the same opportunities to engage customers and prospects. Only webinars are more efficient, cost effective, and easier to scale.
Done right, webinars and webcasts provide a high return on participants’ time investment. Generally, participants place a high value on webinar content, and they are just as willing to sit through a 60-minute webinar as they are a 30-minute one if their perceived value is being met. They view webinars as help, not hype. The more a webinar focuses on helping participants solve a problem, improve a process, or overcome a challenge, the higher the value they’ll place on it.
Synergy with B2B Marketing Trends
According to LinkedIn, the top B2B marketing trends for 2017 included creating high-quality thought leadership content, consistency in communications, and extensibility (repurposing content marketing material). Webinars and webcasts dovetail nicely with each of these trends.
Including industry influencers and experts in your webinars not only increases your credibility and promotes thought leadership, but also ratchets up the value for participants. You should focus on quality, not quantity. It’s better to create fewer high-quality, well-thought-out webinars than to create a large number of reactive, unfocused webinars about everything you think your audience cares about.
The “rule of seven” states that prospective customers need to view a campaign seven times before they take action. This is also known as touchpoint consistency. It’s critical to create a consistent communication plan around your webinar or webcast, including reminder emails before the event and follow-up emails afterward. Each communication should incorporate your brand and a cohesive message related to the webinar topic. The aim is to create a seamless customer experience.
In content marketing, extensibility is about repurposing content to create new channels for leads and revenue. When your live webinar or webcast is over, it becomes on-demand content that can be marketed to new audiences global-wide. Content shared in the webinar becomes fodder for blogs, social media posts, discussion forums, white papers, SlideShare presentations, and the like.
Webinars and webcasts are so much more than a presentation. As you plan your B2B marketing strategy, consider how they can generate new leads, promote thought leadership, enhance brand awareness, and create new revenue streams for your organization.
TalkPoint is a industry leader in enterprise communication, our award-winning webcasting platform Convey has facilitated with company-wide messaging to Fortune 500 organizations globally for over fifteen years.
To learn more about our platform contact a business development representative here. For more information on webcasting your next online presentation please click below.