Picture this: your team is in a meeting discussing new ways to highlight your business’s value position and drive more leads. Someone experiences that “Aha!” moment and suggests webinar marketing.
Webinars are an excellent way to inform, engage, and sell your brand to your audience. In fact, 73% of B2B marketers say webinars are the best way to generate quality leads and extend brand awareness.
While that all sounds great, where do you start? How can you effectively build a webinar-based strategy that drives revenue?
Let’s dig into why webinar marketing strategies are beneficial and four secrets that will take your campaign to the next level.
- Webinar marketing helps B2B businesses establish thought leadership and convert qualified leads.
- Webinars produce some of the highest conversion rates across content formats.
- You need to select the right topic and design an engaging presentation to ensure your audience understands your value.
- A successful webinar event needs to include a cross-channel promotion strategy so you can attract a wider audience.
Why Webinar Marketing Is Beneficial for B2B Businesses
B2B marketing tactics are wide-ranging, and it can be difficult to determine what will drive real results for your business. Fortunately, we’ve discovered that webinars impact your marketing goals in many positive ways.
First, webinars are lead-generation tools that provide free, valuable information. Your target audience discovers why it needs to invest in your services or products.
Plus, as a visual medium, webinar marketing typically provides more value than a lead magnet or blog post. The interaction allows you to quickly connect with participants afterward.
According to various estimates, up to 40% of those who attend a webinar are likely to become qualified leads. Webinars are perfect for leveraging your thought leadership, driving engagement, and increasing brand awareness — when you do them right.
When To Use Webinar Marketing
Did you know that 58% of B2B businesses use webinar marketing? If you’re using webinars for lead generation, remember that they are not just a sales pitch.
A classic reason to have a webinar is to teach customers how to use a product. Free education and practical assistance can boost customer retention and build trust.
You should also hold webinars when you have a unique perspective on a topic and can explain to your target audience how to solve a pain point related to your field. When you gain authority as a problem-solver, attendees are more likely to convert into customers.
You can hold webinars more frequently and for other purposes as you gain practice. Webinar marketing humanizes your brand to your key audience, which is all the more critical for brands with the rise of artificial intelligence.
4 Tips to Drive Revenue with Webinar Marketing
Ready to develop an impactful campaign? Here are four secrets we use to drive revenue and brand awareness with webinar marketing.
1. Plan To Present a Business-Focused Topic
There’s no such thing as “over-planning” when making a webinar. Along with pinning down when the webinar takes place and the target audience, you need to pick out a valuable topic that you know well and that displays your credibility.
The right topic is essential for attracting registrants and engaging with your audience. Draw inspiration from the following sources:
- Review your current blog, white papers, and email topics that drove high engagement in the past. Pages with a large number of downloads or views will likely make for captivating webinars.
- Check your social media profiles and have your customer service team discover common questions your customers are asking. Your internal team is often the best way to learn valuable customer insights.
- Evaluate what your competitors are doing. Find topics they’re succeeding with and dive into the subject a bit deeper to add more value.
Once you select your topic, write a catchy title that captures your target audience’s attention. Like all content marketing, titles play a crucial role in effective webinar marketing that gets clicks. Keep it informative and interesting.
2. Prepare Your Presentation
Your webinar presentation needs to educate attendees about a problem they have, explain the importance of solving that problem, and present your business as the solution.
To meet that tall order, you need to develop a dynamic presentation that engages attendees every step of the way.
Here are a few key components your webinar needs to include.
Start off with a hook that grabs your audience’s attention and showcases your authority around why you are the expert to learn from. You’ll also need to set clear objectives, establish a connection, and inspire your audience to stay involved.
The bulk of your webinar should meet the expectations that you set and help your audience solve their initial problem. Paint a picture for your brand to be the solution, but we’ve found that you shouldn’t sound too pushy.
Your webinar should be interactive! During the webinar, ask your audience to leave comments in the chat window or send out polls to learn more about your attendees. Only 40% of presentations are interactive, so this is a big opportunity to stand out with your webinar marketing.
The Call to Action
At the end of the webinar, you have one last chance to pitch your business. You need to share your offer, guarantee, or promotion to drive revenue from your event. However, don’t take more than five minutes.
As you prepare, remember to have fun and don’t expect perfection. Be a little off-the-cuff to bring life to your presentation.
3. Develop a Cross-Channel Marketing Strategy
Now that your webinar is ready, you need to develop a cross-promotional strategy that gets your target audience to register. After all, the more people in attendance, the more likely you’ll be able to convert a larger audience and grow your revenue.
Promote your webinar upfront on your registration page and on each promotional channel to reinforce the overall value. For example, highlight the hosts, main topic, and social proof to demonstrate your authority.
Also, use the following platforms when advertising your webinar:
- Email marketing to promote your event to leads and customers
- Facebook or LinkedIn using targeted paid advertisements and chatbots
- A banner or landing page on your website to attract visitors
- Content marketing, like videos, blogs, or podcasts, to create a buzz
In this phase of your webinar marketing, it’s essential to align your key messaging and creative direction across each channel. As a result, you set the stage for a cohesive experience for attendees who might see the promotions on different platforms.
4. Follow Up With Your Registrants
After the webinar, you still have an opportunity to convert attendees who are on the fence. Remember, 80% of conversions require five follow-ups after a meeting.
Send out an attractive message that shows you sincerely want to help your customers succeed.
Use audience segmentation to send the right messaging to your webinar participants. For example, consider creating a drip campaign after the event with the following messages:
- Attendees: Send an email thanking them for attending and provide the slide deck.
- Attendees with questions: Reach out to any attendees who had questions and provide a detailed response through email or phone.
- No-shows: Include a recording of the webinar and encourage them to reach out if they have additional questions.
Webinar marketing doesn’t stop after you present the program. Use these strategies to squeeze all opportunities out of your hard work.
Extra Points To Remember as You Create Your Webinar
Keep in mind a few additional factors to boost the success of your webinar.
Optimize for Mobile
People will connect to your webinar from their phones and tablets, so optimize the presentation for mobile, ensuring your audience can see everything clearly. Any visuals, especially those with your branding, need to leave an impact for effective webinar marketing.
Pay Attention to Your Schedule and Timing
Studies show that most people prefer webinars in the late morning or early afternoon during the midweek, so aim to schedule then. Remember: That’s your audience’s time, not yours!
Also, humans have attention spans that run in 15 to 20-minute segments. Webinars likely shouldn’t go longer than an hour, but 30 minutes may be closer to ideal.
For longer presentations, break up the information. Instead of long discourses, divide the program into smaller sections with different presenters and generously use charts, videos, Q&As, discussion rooms, and other interactive elements.
Webinar Marketing That Drives Results
Webinars not only promote brand awareness around your services but also drive real results with engaged and qualified leads. With the right webinar marketing strategy in place, you’re able to provide valuable insights to your audience.