Webinars have long been used by online marketing pioneers in the B2C space. Now, the benefits of webinar marketing are being acknowledged by sophisticated B2B enterprises. It’s easier than ever to offer a webinar, and it provides unique benefits to your customers.
What is a Webinar?
A webinar is a live event where prospective customers tune in for expert information on your solutions. This makes webinar marketing a powerful “middle of the funnel” strategy suitable for leads who are familiar with your brand, but not committed to you yet.
A webinar typically holds hundreds of participants, but even a dozen can be enough for success. The webinar host provides 30-45 minutes of targeted information on a topic of interest, then opens the floor to questions.
The event often ends with a specialized call to action on a time-limited offer.
Why is a Webinar Marketing Effective in B2B?
Webinars are popular in B2B for several reasons:
- Webinars can connect with prospective buyers all over the world at the same time;
- Webinars help you demonstrate your thought leadership in your area of focus;
- Webinars are uniquely interactive and more compelling than pre-recorded content;
- Webinars can fit into your overall content strategy by being archived after conclusion.
The rise of webinars tracks closely with two trends in B2B marketing: Visual content (especially videos) and mobile-first design. More B2B decision-makers are doing research using mobile devices, and videos are easy for them to consume.
Webinar Best Practices for B2B Firms
Announce Your Webinar Well in Advance
For a webinar to be effective, it needs to be announced at least a month in advance. This gives attendees the opportunity to plan for it. Once you have a list of potential attendees, ensure you remind them periodically – especially in the days just before the event.
Leave Plenty of Time for Audience Questions
The cornerstone of a good webinar is interactivity. If you leave 10%-20% of the time for audience interaction, you have the chance to make a great impression. Be sure you mention a Q&A at the beginning, so people will stick with you.
Don’t Fake It
Since webinars have become so popular, there’s lots of software that helps “pump up” your webinar in inauthentic ways: For example, by pre-recording the event or showing hundreds of fake attendees. It’s easy to spot these methods, so don’t be tempted.
Archive Your Webinar After You Finish
Archiving your webinar allows attendees to refresh themselves by reviewing the replay. Plus, newcomers to your brand in the future will find even more relevant, convenient content for them.
A well-run webinar can result in dozens or even hundreds of inquiries for your solutions. Done regularly, they can become a key part of your digital marketing strategy.