The Insider’s Guide to Strategic B2B Webinar Campaigns
Webinars have been increasingly used as an interactive, visual form of content marketing, both educational and promotional. In fact, about 60% of B2B marketing teams make webinars a key part of their content strategy, as it’s easy to control the message that is communicated to your customers.
However, just because something is popular doesn’t mean that it is working; engagement rates for most webinar watchers are pitifully low, dipping to 15% in some cases. Getting your audience interested and invested in your message has always been a challenge, but capturing their attention is essential for growing conversion rates.
An unengaged audience is not likely to convert into customers. So you need to ensure that your watchers are actually listening and interacting with your webinar, especially while it’s in progress. Here are a few strategic B2B webinar pointers on how to do that.
Understand Who You Are Talking to in an Audience
Knowing your audience through and through is always the first step to a successful marketing strategy, and it’s no different when it comes to webinars. Using a webinar as a B2B marketing tactic is going to be different than a traditional approach, simply because of the kind of people who will be watching.
B2B customers are not your typical day-to-day consumer. B2B audiences are more motivated by relationships with a business and the measurable value that a product or service provides than saving money or buying the newest thing in the market.
In many cases, the people you are marketing to are upper-level executives who are highly knowledgeable in their industry (and, therefore, less easily swayed by standard pitches). Additionally, you will likely have to appeal to multiple people within an organization, rather than just one, as you would in B2C marketing. It follows that your webinar content should be highly focused on providing top-notch information and clearly demonstrate how your product or service will have a significant impact on the customer’s business.
Invite Your Audience’s Active Participation
Webinars must be interactive if they are going to drive engagement. If your customers wanted to tune in only to learn more about your company, then they could choose to do so from umpteen other channels, the simplest of them being your website. They choose to participate in a webinar because it is one way to interact with your business on a personal level while contemplating whether your product would work for them.
According to Bizibl’s "2017 Webinar Benchmark Report," the most effective engagement tool during a webinar is a Q&A session between the speaker and the audience. You can collect these questions before the webinar begins through email or social media, or in real time on the webinar platform, which probably lets the audience post questions via a live chat. Answering these questions spontaneously is akin to creating personalized content or providing individual customer service.
A webinar should not be the same as a seminar, per se. Just listening to a speaker drone on for an hour (even when they are an interesting orator) can get fairly boring. Webinars provide you and the audience with the opportunity to have meaningful discourse, so make sure that your program is set up to promote two-way conversation.
Show, Don’t Tell
In general, most people tend to be visual learners, especially when it comes to marketing. Eight out of 10 customers would prefer to watch a video demonstration of a product, rather than read about it on a website. Plus, studies have found that when people learn online using visual aids such as video, they are far more likely to remember the information shared therein.
Again, show your customers exactly what you are talking about with live demos, rather than just explaining what your product can do. A webinar solution like ClickMeeting lets you use real-time screen sharing, file sharing, polls, private chats with simultaneous translation, and various collaboration tools to help guide your customers through a step-by-step process that helps them achieve their goals.
By sharing insightful tips and techniques live on webinars, your business can establish itself as a credible resource and an authority in your industry. Top B2B decision-makers are highly influenced by this type of hands-on thought leadership; an Edelman survey found that 48% of C-Suite executives cited educational content as the reason they did business with a brand.
Have a Plan Before, During and After
The entire process of creating a webinar as a part of your marketing campaign must be carefully planned from start to finish. First, you must determine why you’re putting together a webinar in the first place:
- Is it to establish authority by discussing a technical topic?
- Does it aim to educate your customers by explaining a complicated process?
- Is it focused on brand awareness and top-of-the-funnel growth?
- Is it a push for higher conversion rates from already engaged consumers?
Once your goals have been established, there must be a plan in place to ensure that your webinar brings in positive results. The number of attendees can vary greatly depending on a few small details. For example, people are far more likely (Opens as a PDF) to watch a webinar in the middle of the week (Wednesdays and Thursdays are best). Also, more people will attend a live webinar if they are informed of it a week or so before, rather than further in advance.
You also want to monitor audience sentiment before, during and after a webinar. Tracking ROI from marketing campaigns in general is always a challenge, but measuring results from webinars is the most difficult of all. Be sure that your team knows how to properly translate analytical data from the event and that they have the right tools to do so. Look into audience development tools, such as AmpLive, in conjunction with Google Analytics and on-site event tracking software for a better chance at determining ROI from webinars.
Once your webinar is complete, you can make the videos available as part of a resource section of your website, as well as on your YouTube (or Instagram) channel. Digital marketing and competitive intelligence solutions can do this effectively. (Disclosure: the author works for SEMrush, which is one of these tools.)
Video marketing has seen tremendous growth in the past few years, and the engagement numbers are staggering. Branded content video viewership has grown by 258% on Facebook, and 64% of consumers have bought an item after they viewed a video on social media. What’s more, webpages and social media posts with video will keep a user’s attention 2.6 times longer than those with just text or images, thus increasing engagement levels significantly.
Over to You
Webinars provide B2B companies with the unique opportunity to engage with audiences through an interactive and informative process. No other marketing platform can provide something quite this in-depth. However, this does not guarantee success: webinars require a lot of strategic planning.
Make sure that you understand who your audience is and the type of content they are looking for. Fully integrate webinars into your marketing mix. Set goals and put in place tools and systems that will help you achieve your target ROI. Remember, webinars should be informative and educational, but they should also be engaging and fun. Keep things interesting by soliciting and answering questions. And do throw in a liberal helping of humor while you're at it.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.