b2b marketing webinars: 4 easy tips to stand out, get repeat visitors and drive sales
DESCRIPTION
Ideas on how to get the most out of your B2B webinar investment. According to ON24’s annual webinar benchmarks report, webinars are averaging a 42% registrant-to-attendee conversion rate. Webinars can be an important part of the B2B marketing mix, but there are barriers to consider as well. About Lydia's Marketing & Communication Consulting Services: I help companies develop effective brand, marketing and content strategies. Strategic Thinker | Exceptional Marketing Planner | Effective Content Marketer | Great ValueTRANSCRIPT
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B2B Marketing Webinars Tips to Make Them Stand Out
They are a great way to...
Build brand awareness
Generate new leads
Deepen engagement
Webinars are common in B2B marke0ng plans
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One of the reasons for their popularity is...
They are fairly easy to put together and promote, and can be repurposed on mul/ple online channels (company website, YouTube, Slideshare, etc.) And according to ON24’s annual webinar benchmarks report...
Webinars are averaging a 42%
registrant-‐to-‐a]endee conversion rate
©Lydia’s Marke/ng Consul/ng | www.lydiamarke/ngconsul/ng.com | Contact: lydia@lydiamarke/ngconsul/ng.com
But there are barriers too
For example...
It’s becoming harder to get new webinar programs no/ced unless you already have an established “webinar following” in the marketplace or a large adver/sing budget
Also...
Many B2B webinars don’t stand out because they follow a classic “presenta/on with 15 minutes Q&A” format
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If you want to get the most out of
Your webinar investment, and ul/mately drive sales...
Consider thinking through the main objec/ve and
brainstorming on ways to shake up the tradi/onal format
to stand out and keep visitors coming back for more
©Lydia’s Marke/ng Consul/ng | www.lydiamarke/ngconsul/ng.com | Contact: lydia@lydiamarke/ngconsul/ng.com
Here are some ideas
Make them short -‐ 20 minutes instead of the normal 45-‐60
People will love you if you can figure out a way to deliver valuable content while also taking as li]le of their /me as possible.
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Here are some ideas
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Make them Q&A sessions only
Offer an opportunity to answer ques/ons on a topic people really care about and for which you (or the sponsoring speaker) are experts.
Here are some ideas
Brand them as “educa0onal opportuni0es” where you can teach
Share meaningful industry research and/or trends.
Show customers how to use the latest version of your product.
Demonstrate best prac/ces on how to get the most out of your services.
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Here are some ideas
Invite a customer or industry guru to be the main speaker
Use an interview format to ask the speaker ques/ons for 15 minutes, on topics you know are on people’s minds. Then...
Open it up for listeners to ask ques/ons for 20 minutes or so.
This format minimizes the /me spent on designing a formal presenta/on, and it helps you target the content to business problems and pain points common to mul/ple people in your category. In addi/on, Q&A is olen more engaging and if people hear valuable discussion, they will likely come back.
©Lydia’s Marke/ng Consul/ng | www.lydiamarke/ngconsul/ng.com | Contact: lydia@lydiamarke/ngconsul/ng.com
The point is
It’s noisy out there...
and while webinars can be a valuable part of the B2B marke/ng mix...
many companies deliver a me-‐too message and format...
Think about how to make yours engaging and interes/ng
so that they get no/ced and gain trac/on
©Lydia’s Marke/ng Consul/ng | www.lydiamarke/ngconsul/ng.com | Contact: lydia@lydiamarke/ngconsul/ng.com
Let me know if I can help. Visit www.lydiamarke/ngconsul/ng.com Contact informa/on: LYDIA VOGTNER lydia@lydiamarke/ngconsul/ng.com 415-‐672-‐1870