Webinars establish thought leadership.
As content marketing continues to gain popularity, and increasing number of businesses are looking to produce original content to aid their lead generation efforts. Types of content in these efforts ranges from white papers to podcasts, all seeking to offer valuable content to the audience in exchange for their information.
But this type of content marketing also has a second goal: to establish thought leadership. By offering original content about your industry, you gain credibility in the eyes of your audience, who will begin to trust you and eventually be more likely to purchase your product or service. That’s were webinars come in.
What are Webinars?
Merriam-Webster defines a webinar as
a live online educational presentation during which participating viewers can submit questions and comments.
In other words, they are a type of online class you offer to teach your audience about a specific topic or industry. Their low cost and relative ease of use make them an attractive option to position your company as a thought leader in your industry.
Why Should You Offer Webinars?
In short, because they are an effective content marketing tool. One study by Adobe rated webinars as the third most effective content marketing strategy, with over 62 percent of B2B marketers now utilizing them as a strategy.
Why are webinars so effective? In part because there is little downside to offering them: while not all registrants may end up attending the webinar or viewing a recording of it, they still give their information and become a lead. Of course, the goal is to maintain a high registrant-to-attendant conversion rate; but even those not attending may end up as customers because they’ve become a part of your sales funnel.
And when they do so, they enter your database with plenty of information attached. The opportunity to listen to an industry leader makes users more willing to part with their information, allowing you to include longer forms on your webinar registration page. They can sign up from anywhere, allowing you to increase your geographic reach without increasing costs. And they offer a great opportunity for you to subtly promote your product as it relates to your industry and webinar topic.
How To Get Started
If we’ve convinced you about the value of webinars, great! Now, all you have to do is get started. An in-depth tutorial of creating and running a webinar is beyond the scope of this blog; however, we’ll be happy to give you a few pointers. First, you’ll need a provider such as BrightTalk, GoToWebinar, WebEx or Adobe Connect.
Next, you should select the specific topic, create the webinar landing page, and begin your promotion. After you run the webinar, be sure to include a “feedback” option to stay in touch with your audience and increase your lead cultivation. And just like that, you’ll be in the webinar business, successfully adding to your content marketing strategy!
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