Webinars are a great way to educate your audience, but many companies fall into a bad habit and use this platform as a pure-play sales tool. It’s OK to leverage webinars for sales support, but they shouldn’t be a blatant ad for your business. The majority of viewers don’t attend webinars to buy – they show up to learn about a topic that will makes their jobs easier.
Think about it from the perspective of an audience member; if you sign up to learn something and get bombarded with a sales pitch, would you stay and watch the rest of the session? Probably not. And it’s even more unlikely you’d continue to trust that company and tune into another presentation.
So, next time you’re hosting a webinar – or creating any form of content – consider your audience and what they’re looking for, before you consider the bottom line. For B2B marketers especially, webinars are one of the most effective marketing tactics. It would be a shame to miss out on their value just because you got stuck in a sales pitch.
Check out our tips for creating killer content that offers unique value to your audience, and helps move them further down the marketing funnel:
Provide data and sources: Cite data to support your core argument. Chances are, if someone is viewing your webinar, they may need to revisit the information after it’s over. If you’re promoting a session about how your product increases email conversion, use supporting data for viewers to check out. These statistics can be from your own company, too. As long as they serve the appropriate audience, this support will make your insights more valuable. Be sure to include a link to the data in a follow-up email after the event to give the audience a chance to expand their research into the topic with one quick click.
Enable audience participation and dialogue: One way to know audience members are engaged in your content is when they ask questions. When you promote a webinar, add in time for questions and answers. You can even encourage questions and answers within the webinar software. Because they often have a strict time limit, give viewers the option to email you after the webinar, or ask them to post their questions on social media afterward to keep the conversation going. This helps you become an asset to them and gives you an opportunity to nurture audience members even after the webinar is over. Another way to keep the relationship going is to offer high-value content to leads, like white papers and reports.
Share actionable insights: When you’re hosting a webinar, ask yourself, “How does this help my audience?” Provide actionable strategies. If the webinar is about increasing SEO optimization, don’t just detail Google’s latest move to thwart SEO strategy, for example. Explain the best approaches and techniques under current market conditions, and share model examples. You don’t need to be a know-it-all; you should be a specialist.
Next time you host a webinar or put any content out into the world, ask yourself, “How does this help my audience?” If you put them first, they’re more likely to come back and check out future content. By proving you’re a resource not a seller, you can help move these audience members down the marketing funnel.