The Coronavirus pandemic saw a massive shift in where, when and how we work. For marketers, this has included adjusting the way we reach and engage with our audience. This has naturally increased the use of online channels such as webinars. Granted, webinars were pretty popular before the pandemic. In fact 73% of B2B marketers and sales leaders said a webinar is the best way to generate high-quality leads. But in a post-lockdown world, webinars are more popular than ever. This is evident particularly for b2b markets, as webinars have been cited as one of the top revenue drivers. Beyond the b2b market, webinars can achieve much more, here’s a few reasons you should be including them in your marketing strategy:
Webinars award marketers with the rare opportunity of having their undivided attention for a set period of time and in many cases, at a very low cost. In fact, 57% of webinar registrations come from email. This means that by using tools you most likely already have in place such as email and social media, you can reach customers and prospects at every stage of the buyer’s journey for very little. The idea is to develop relevant, valuable webinar content that they simply can’t resist.
Increase brand visibility and engagement
No doubt, webinars are great for increasing brand visibility and engagement. Considering that the webinar content is relevant to your audience, they are a great way of introducing your brand and delivering value to prospects in a personal, non-salesly way. It’s no wonder they have such a great track record.
Build brand trust
Consumers prefer and trust video content in comparison to other types of content. Add the ability for consumers to ask questions and converse directly with brands and it’s easy to see what great opportunities lie here for engaging and converting leads.
Webinars generate high quality leads, especially for B2B markets. And with studies suggesting that 20% to 40% of webinar attendees turn into qualified leads, implementing them into your strategy is a no brainer.
Webinars work. They allow you to reach and engage with prospects and customers alike in a personal, audience-friendly way. Providing that there is a clear strategy, promotions plan in place and high value content delivered, they can be an effective tool for long-term brand-building and lead generation.
For more on the latest digital marketing strategies and best practices, you can get my latest book, Digital Marketing Strategy.
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