Article

Daniel Waas
Daniel Waas 11 September 2017

Why webinars are a key tool for marketing professionals

Webinars are still an easy and quick way of educating large audiences, especially when attendees are located in completely different cities or even countries. However, they also provide marketers with a key tool for business growth, boosting brand recognition and sales.

In fact, Gartner has indicated that marketing leaders allocate 27% of their expense budget to webinars and by the end of this year, CMOs will spend more on this technology than CIOs!

Compared to traditional video platforms, webinars give marketers an opportunity to present a wide variety of information in an easily digestible format. They can also be viewed at a later date by those who signed up and weren’t able to attend the live session. With no geographical barriers, webinars are a great digital tool for reaching wider audiences and new markets.

The growing importance of technology

With consumer behaviors changing and decision-making processes becoming increasingly digital, multichannel marketing is more important than ever. There’s no doubt that today’s consumers have a lot more control over the buying process, mainly thanks to the increase in communication channels. The bottom line is that when it comes to absorbing information, consumers have more choices than ever before.

Keeping up can be challenging, especially as the number of marketing tools and techniques regularly changes and is on the increase. However, with a trend toward content and inbound marketing, webinars have earned their place as one of the most effective and innovative tools for marketers to tell the business story and reach people at scale. Complimenting other marketing activities such as email and content marketing, webinars can reference and be combined with other tactics to add value to businesses.

Efficiency savings

Arranging hotel accommodation as well as attending conferences, seminars and sales meets can present high costs to any business. But both time and cost savings can be made using webinars, as they provide an efficient process which quashes the need to travel to meetings and hire rooms. This allows marketers to engage with prospects all over the world in an easy and flexible way.  

Time savings can also be made during the preparation stages, as many webinar platforms provide features such as pre-recording and scheduling allowing marketers to create content, polls, descriptions and titles beforehand. Utilising these options takes the stress out of presenting live and means that marketers have the time to think ahead when responding to attendees during the actual session. Additionally, the materials created for these sessions can be reused in various forms, the same content can be transformed into articles, slides, and ebooks – helping marketers to extract the most value.  

Gaining valuable insights

As well as hosting webinars for later or repeat viewing, many platforms offer powerful analytics on attendees’ behavior during the session. Polls and surveys help to increase engagement during the webinar but they also give valuable insight into the thinking of the attendees. Firstly, this information can be used to gather feedback and plan future webinar topics and content but most importantly it can also be used to profile the audience.

Applying this information can inform and make a substantial difference to targeted follow-ups and guide attendees through the sales funnel. During the sign-up period, marketers can require attendees to register, information which can be used by the sales team as potential leads. Additionally, monitoring the topics and questions which are raised, can help marketers gain intelligence to feed into the content strategy.  

The personal touch

From a content perspective, webinars are an effective and powerful way of getting a point across.

They allow marketers to engage with customers and prospects on a large scale and provide a way for businesses of any size to be themselves and build a true connection with their audience, making it that much easier to build lasting relationships. Webinars really do give a personal approach and this can be used as a way to interact with existing customers – meetings can be used to host question and answer sessions, updates on product releases and training.

With competition rife, standing out from the crowd is more important than ever. Webinars allow marketers to put forward their best spokespeople forward, positioning them as experts in their field and the right people to approach on industry issues – building credibility as well as the businesses profile.

Simply put, there’s more to hosting a webinar than showing off the latest and greatest products and promotions. Be mindful that attendees are investing time, so ensure that the content produced is substantial and interesting. When applied properly webinars can be a vital sales driver and also play a crucial role in marketing operations. Webinars have the ability to inform, provoke participation and deliver tangible insights – all the while guiding attendees from leads to customers.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more