B2B Marketing Webinars: 4 Easy Tips to Stand Out, Get Repeat Visitors and Drive Sales

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Ideas on how to get the most out of your B2B webinar investment. …

Ideas on how to get the most out of your B2B webinar investment.

According to ON24’s annual webinar benchmarks report, webinars are averaging a 42% registrant-to-attendee conversion rate. Webinars can be an important part of the B2B marketing mix, but there are barriers to consider as well.


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  • 1. B2B Marketing Webinars Tips to Make Them Stand Out Visit  Lydia’s  Marke/ng  Consul/ng  at   www.lydiamarke/ngconsul/ng.com   Contact  informa/on:   LYDIA  VOGTNER   lydia@lydiamarke/ngconsul/ng.com   415-­‐672-­‐1870  
  • 2. Webinars  are  common  in  B2B  marke0ng  plans     They  are  a  great  way  to...       Build  brand  awareness   Generate  new  leads           Deepen  engagement   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 3. One  of  the  reasons  for  their  popularity  is...   They  are  fairly  easy  to  put  together  and  promote,  and  can   be  repurposed  on  mul/ple  online  channels  (company   website,  YouTube,  Slideshare,  etc.)     And  according  to  ON24’s  annual  webinar  benchmarks   report...     Webinars  are  averaging  a  42%     registrant-­‐to-­‐a]endee  conversion  rate     ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 4. But  there  are  barriers  too   For  example...     It’s  becoming  harder  to  get  new  webinar  programs   no/ced  unless  you  already  have  an  established  “webinar   following”  in  the  marketplace  or  a  large  adver/sing   budget     Also...     Many  B2B  webinars  don’t  stand  out  because  they   follow  a  classic  “presenta/on  with  15  minutes   Q&A”  format   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 5. If  you  want  to  get  the  most  out  of       Your  webinar  investment,  and  ul/mately  drive  sales...     Consider  thinking  through  the  main  objec/ve  and       brainstorming  on  ways  to  shake  up  the  tradi/onal  format       to  stand  out  and  keep  visitors  coming  back  for  more   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 6. Here  are  some  ideas   Make  them  short  -­‐     20  minutes  instead  of  the  normal  45-­‐60       People  will  love  you  if  you  can  figure  out  a  way  to   deliver  valuable  content  while  also  taking  as  li]le  of   their  /me  as  possible.   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 7. Here  are  some  ideas     Make  them  Q&A  sessions  only     Offer  an  opportunity  to  answer  ques/ons  on  a  topic   people  really  care  about  and  for  which  you  (or  the   sponsoring  speaker)  are  experts.     ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com      |    Follow  &  Connect    
  • 8. Here  are  some  ideas     Brand  them  as  “educa0onal  opportuni0es”   where  you  can  teach       Share  meaningful  industry  research  and/or  trends.       Show  customers  how  to  use  the  latest  version  of  your   product.     Demonstrate  best  prac/ces  on  how  to  get  the  most  out   of  your  services.     ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 9. Here  are  some  ideas     Invite  a  customer  or     industry  guru  to  be  the  main  speaker       Use  an  interview  format  to  ask  the  speaker  ques/ons   for  15  minutes,  on  topics  you  know  are  on  people’s   minds.  Then...           Open  it  up  for  listeners  to  ask  ques/ons  for  20  minutes   or  so.   This  format  minimizes  the  /me  spent  on  designing  a  formal  presenta/on,  and  it  helps  you  target   the  content  to  business  problems  and  pain  points  common  to  mul/ple  people  in  your  category.     In  addi/on,  Q&A  is  olen  more  engaging  and  if  people  hear  valuable  discussion,  they  will  likely   come  back.   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 10. The  point  is   It’s  noisy  out  there...       and  while  webinars  can  be  a  valuable  part  of  the  B2B   marke/ng  mix...     many  companies  deliver  a  me-­‐too  message  and   format...       Think  about  how  to  make  yours     engaging  and  interes/ng     so  that  they  get  no/ced  and  gain  trac/on       ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 11. Let  me  know  if  I  can  help.     Visit     www.lydiamarke/ngconsul/ng.com       Contact  informa/on:     LYDIA  VOGTNER     lydia@lydiamarke/ngconsul/ng.com   415-­‐672-­‐1870