Digital Events

Using Webinars for Lead Generation

Using Webinars for Lead Generation

In a world where 67% of business buyers consume content online during the buying process, it’s no surprise that savvy marketers have re-focused their marketing strategy to invest more resources in online content such as webinars.

In fact, according to the Content Marketing Institute’s 2018 Benchmarks, Budgets, and Trends survey, 55% of B2B marketers use webinars, webcasts and virtual events for content marketing.

And in The State of Webinar Marketing Report 2019, produced by Redback Connect and on24, lead generation ranked as the highest primary objective for webinars.

It’s a no-brainer when you think about it. If your target audience is content-hungry, what better way to attract their attention than to get them involved with the content itself through a webinar.

Buyers are finding them valuable too, with 79% saying they will share information in exchange for webinars.

Webinars make it easier to get your point across, build rapport, collaborate in a discussion, and even put a face to a name, which is a great place to start when it comes to nurturing a prospect through the sales cycle.

But importantly, getting someone to sign on the dotted line isn’t the only benefit of a lead generation webinar. Here are a few of the other advantages you should factor into your strategy.

Build an online community

Webinars allow you to actively engage with your online community through dynamic content that lets your current and prospective customers get to know you and your business in a more personal way.

They allow you to produce content that’s specifically targeted to your customers’ needs and aspirations, and show that you’re willing to invest your resources into providing valuable information to your customers, members or prospects.

By sticking to a regular webinar schedule, you’ll see your online community steadily grow, which will build your brand credibility and create greater brand exposure.

Become a thought leader

We’re living in an age of information where almost anything you want to know is only a mouse-click away.

Lead generation webinars can help you stand out from the crowd and position you as a thought leader in your field by letting you share your passion, expertise, and opinion. They can provoke discussion and provide inspiration to both live and on-demand audiences.

Thought leadership starts a conversation, enhances brand reputation, builds decision makers’ trust and helps close business, according to research by LinkedIn and Edelman.

Educate and inspire your audience

By capturing audience data before, during and after an event you can learn more about your audience demographics and host webinars based on their personal interests.

Don’t be afraid to think outside the square, either. For example, if you discover a majority of your audience is interested in sports and fitness, you could host a webinar on good stretching techniques. You might be pleasantly surprised by the positive feedback and genuine appreciation your audience has.

Producing useful information that makes a difference to the everyday life of a customer or prospect will help you build a stronger relationship with your current audience, and expose your brand to a whole new one.

For our updated guide on how to create, run and evaluate webinars, as well as an in-depth look at how webinars can enhance your marketing mix, subscribe to our monthly newsletter to find out when it is available.



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