Webinars as a Marketing Tool. Why is it a Good Idea to Include Webinars in Your Marketing Strategy?

Webinars are recognised as a valuable tool in allowing a business to connect with an audience and generate new leads. Overall, they are so valuable because they enable real-time connectivity and interaction between a business and its audience.

If you look more closely at the use of webinars, you can see there are more specific benefits that they can provide. These benefits are a valuable asset to your business. Let’s examine this in more detail.

Why webinars are so valuable as a marketing tool

There are several main reasons why webinars can be such a productive part of a business’s marketing strategy.

webinar marketing

Webinars are a convenient marketing solution

Advances in technology have led to the development of a connected world. This means that most businesses and individuals have access to a desktop, laptop or mobile device, and the Internet. This gives businesses an opportunity to speak to them directly using a webinar. It’s a relatively simple process.

Webinars aid promotion and help to increase sales

If webinars are used in the right way, they can promote your business and increase your sales. However, a webinar should not be used merely as a way of straight selling. Instead, you should aim to inform and engage with your audience. This makes them more likely to engage with your brand and invest in your products or services.

Establishing yourself as an expert can be done using a webinar

Once you establish what your brand is and what you have to offer, you need to encourage trust and belief in your brand. One of the best ways to do this is to show your expertise. Hosting a webinar helps you to do this because it enables you to talk about a subject that is related to your brand. In order for you to do this successfully, it’s important that you are fully prepared and that you include media such as videos and charts. This is because audiences are unlikely to remain engaged if you use a lot of text-based slides during your webinar.

Brand awareness can be increased using webinars

Increasing awareness of your brand involves making people more aware of what your business has to offer. This often includes talking about what problems you can solve for them. This can take the form of a webinar. For instance, you may want to get a panel of experts to discuss an area that your business is involved with and include a discussion about your services as part of the wider debate.

Lead generation is made easier using webinars

Creating new leads is something that every business needs to pay close attention to. If you host a webinar, you turn your audience into leads by taking follow-up actions. This could include sending them a recording of the webinar and offering to invite them to follow-up events. You may also want to ask them to subscribe to your newsletter. The main thing is to encourage them to remain engaged with your brand. You should also request feedback from your audience. This feedback can help you to ensure that your webinars are as effective as possible on an ongoing basis.

Webinars are a cost-effective marketing solution

One of the biggest benefits of using webinars as a marketing tool is that it’s not expensive to do. You can find affordable webinar platforms. These platforms give you access to all of the tools that you need to provide a high quality and interactive webinar. Creating a webinar in this way helps you to interact with your audience and create a good impression of your brand.

Brands that have successfully used webinars in their marketing strategies

Businesses of all sizes, and in various industries, use webinars as part of a successful marketing strategy.

This can be seen in the partnership between Intel and GE Healthcare. They have joined forces in different care related ventures. One of these ventures is to aid assisted care living communities to care for residents. The companies used a webinar to engage with their audience. This allowed them to explain the technology they were using and engage with leads. They have continued to use webinars in this way and have witnessed increased attendance levels and engagement.

Another company that has successfully made use of webinar technology is Knovel; an Internet-based analytics company. They have created a series of webinars based on thought leadership in certain areas.

Knovel

For instance, Knovel hosted a webinar about an OSHA law about the safety lifecycle. This webinar included a conversation between respected experts in the area. This content helped the company to engage with its audience.

There was also an Internet buzz about the webinar, with influencers talking about it. This created more interest in the company and in its future webinars.

The example of these companies shows you how effective webinars can be for your business. You simply need to make sure that you create a good quality webinar that helps you to engage with your audience in the right way.

In summary

There is a growing recognition that webinars should form part of a successful marketing strategy. This is because they represent an easy and affordable way for a business to engage with its audience.

While a webinar should not be used as a direct sales tool, it can help to increase leads and sales. This is due to the fact that it allows a business to communicate directly with an audience that it can then convert into leads.

In order to do this, it’s important that once you have successfully hosted your webinar, you follow-up with your audience. You can use this follow-up content to encourage further engagement with your brand and to turn leads into sales.

This is why webinars are such an important marketing tool for your business. If you do not already use them, you should look into including them in your future marketing plans.

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