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Are Webinars Good for Lead Generation

Are Webinars Good for Lead Generation?

Webinars are one tool in the potential arsenal used to generate leads, showcase expertise and drive sales. However, to deliver them you need a suitable webinar platform and time to plan and deliver the content. So, are they worth the investment?

What Sets Webinars Apart from Other Marketing Strategies?

As businesses, we can’t use all of the available marketing tools, so we need to select those which work for our business and, more importantly, our customers. Do webinars feature in your marketing strategy?

According to On24 data, 73% of businesses have used webinars to generate quality leads and 60% use them to nurture loyal customers. Webinars have proven particularly effective for converting B2B attendees, but why?

Webinars offer a means of speaking directly with your audience and building trust. They are an interactive space for sharing expertise, educating, demonstrating and, most importantly, responding to questions from the participants. In a digital age, when we are often operating remotely from our customers, webinars offer a chance for connection.

Now, you can connect in person at conferences, business expos and networking events. What sets webinars apart is that there is the potential to extend your reach beyond the capacity of a venue. You have the opportunity to speak with interested parties from around the globe, breaking down the geographical barriers of attending a physical event.

There is also the option of recording the live webinar for individuals to access as on-demand content. Therefore, if the timing doesn’t suit, interested parties can still access your content at a time that is convenient to them.

What are Webinars Used for?

The starting point of planning a webinar is understanding what your target audience is interested in. What would entice them to register and log on? Depending on your business, this could include:

  • Product demonstrations – a live and interactive ‘how to’ presentation
  • Thought leadership – which could include guest speakers
  • Insights – summarising reports, research papers or industry surveys
  • Workshops – sharing advice that is valuable to the audience
  • Collaborations – teaming up to offer one-stop-shop advice on a subject

Some businesses use webinars as a means of creating a resource library. The recordings are categorised on the website, with an email sign-up required to access the content. This can be an effective way of sharing information, raising visibility and building your mailing list.

In addition, webinars are an effective tool for in-house training. This isn’t a marketing strategy, but it can be useful for informing remote workers or global branches in a single event. Recordings can be accessible to staff for reference and used in the induction of new employees.

Raise Brand Visibility and Authority

Some of my clients have been consistently using webinars as a means of raising the visibility of their brand and showcasing their authority. Starting in lockdown, when options were limited, I have consistently helped clients to plan and hone informative and interactive webinars. In many cases, the hosts have been invited to join industry panels or speak at events.

If you are considering webinars as a means of driving up your brand reputation, or you have been disappointed with the results of previously run webinars, I can assist. Firstly, my updated Guide to Running Webinars will soon be available to download from my website. Contact me if you’d like a copy as soon as it’s released.

This resource outlines:

  • How to run webinars – what to consider before, during and after the event
  • Promoting webinars – how to attract your target audience
  • How to make webinars interactive – making use of the tools available on your chosen platform

I offer tailored 1:1 Winning Webinars coaching to advise and assist with your planning, delivery and follow-up needs.

What is the Best Time to Host a Webinar?

One question that I’m often asked by clients concerns timings. That is because a successful webinar is dependent on the live audience who participate in chat, Q&A sessions and polls – without their input, it is just a presentation. So, when are your target audience most likely to be available?

Research by Live Webinar has shown that midweek is a good time, more specifically Thursdays. GoTo research suggests that 11am and 2pm are the times with the highest number of attendees. It is also preferable to keep the timing to 30-40 minutes, which might mean splitting content into more than one webinar.

Be aware that, according to BigMarker, only 44% of those who register for a webinar attend and more than a quarter of attendees sign up on the day. So keep promoting your event until the final hour!

Are Webinars Worth It?

If your products and services are best promoted by educating prospects with demonstrations, discussions and insight, webinars could be a successful marketing strategy. As it requires a paid platform for delivery, you need sufficient content to run regular events and make the investment worthwhile.

The focus has to be on the target audience – what content is of value to them and what do you need to put in place to entice them to attend and join in? Get it right and webinars can prove a cost-effective means of extending your reach, lead generation and strengthening both trust and authority.

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