Webinars can serve as a strong lead generation tool for business-to-business companies. In fact, online video tutorials, presentations and other webinars are playing a central role in many B2B organizations' content marketing strategies.
According to the most recent "B2B Marketing Automation Report," which features survey results from 815 members of the B2B Technology Marketing Community on LinkedIn, more than 70 percent of respondents stated webinars and webcasts are effective content marketing tactics. Increasingly, brands are relying on these tools to share their insight about important topics in their industry. This allows them to position themselves as industry experts among potential clients. However, no matter how this seems a little awkward, reword it's not marketed appropriately. Here's are four tips for spreading the word about an upcoming webinar:
- Include the webinar in content calendar planning: Planning ahead is essential, and webinar promotion needs to take place throughout the weeks leading up to the event. It's a good idea to share information about the webinar one month before it occurs, and in the couple weeks and few days prior. Use multiple channels, including email marketing and social media, in addition to promoting it on the brand website and blog.
- Sell the webinar from different angles: While it's wise to share multiple emails and blog and social media posts about webinars, it's important to vary the message. For example, one post may introduce the topic and explain why it's relevant to the target audience, while another can profile the host and his or her achievements. This will help increase the value of attending the webinar is potential clients' minds.
- Explain specific takeaways: Speaking of value, offer leads tangible reasons to participate. While webinars help to promote the brand, it's vital that they truly offer quality takeaways. Without revealing too much information, B2B marketing professionals should explain that attendees will walk away with best practices, exclusive insight or other valuable information.
- Send well-timed reminders: Spreading the word about the webinar can help boost registration rates. However, not every registrant is necessarily an attendee. Prospects may have every intention of participating in a webinar but forget about it after committing to attending it. That's why it's crucial to send reminders the week of and day before the webinar. In addition to ensuring registrants attend, these messages can also help change the minds of those who may not initially plan to participate.