Lisa leads corporate marketing at Kaltura. She enjoys finding the right balance between the art and science of marketing.
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Marketing professionals are experts at capitalizing on new technologies to capture new audiences—it is their job, after all—which makes it surprising that webinars, which were once considered to be one of the more traditional practices, have managed to stay not only relevant but also critical.
While some professionals and consumers might consider webinars outdated, the fact remains that the tried and trusted webinar works. Even in 2017, before the full embrace of all forms of digital marketing and communications that came along with Covid-19, 73% of sales and marketing professionals XANT (now InsideSales) surveyed considered webinars the best way to gather leads, and that number has likely only grown.
That’s not to say that webinars are not evolving. As the executive vice president of marketing at a company that offers a video cloud platform, I’ve found that the accessibility and click-of-a-button ease that virtual events and social media platforms have created for broadcasting have led to an interesting format with the addition of new interactive and flexible capabilities, as well as the broad adoption of remote communication channels in recent years. As professionals and consumers worldwide embrace video learning and master a wide range of virtual features, marketers have an opportunity to take their already-effective webinars to the next level. They can make them more interactive, personalized and easy to consume.
How marketers use webinars is shifting as well. While they may have been created to serve primarily as lead traps, many companies are making webinars a deeper digital experience by creating personalized offers, supplemental content and demos, and live chat features. Steps like these can help marketers generate a deeper understanding of their audiences and improve the micro-segmentation that can help them convert attendees into acquired customers.
As webinars appear set to remain a staple, what should marketers pay attention to when they’re planning their webinars, and how can they take them to the next level?
Create A Real-Time Experience That Can Live On
I’ve found that people want to learn through a live event and enjoy the feeling of a conversation with someone who shares their own take on things and who speaks from experience. Broadcast the webinar live so participants can feel like they’re watching the magic unfold. Prerecorded sessions also have a wealth of benefits, but when it comes to feeling like you’re a part of a social experience larger than yourself, a live element is always impactful. Consider hosting a live Q&A session, a moderated chat or even networking opportunities, all of which can add to the authentic, in-the-moment feeling that I believe is webinars’ secret sauce. Having said all of that, there’s definitely still room for giving people the option to catch up on what they missed via recordings to help deal with FOMO and reach even more eyeballs with your content.
Keep Your Webinar Content Digestible
Webinars should also deliver knowledge in relatively small doses and without asking for too much commitment. Design every element in that spirit by keeping the content short, easy to consume and user-friendly.
You’re not trying to outsmart your viewers; your goal is to bring them closer. Focus less on creating “impressive” content and instead put effort into making it interesting, actionable and inspiring. If the topic is too broad to address in one short session, it may be a better idea to create a series of video lessons than one lengthy webinar. Otherwise, you risk losing people’s attention. To maintain a low level of required commitment, allow each session to stand in its own right.
Focus On Value, Not Marketing, But Let Your Brand Shine Through
Even though your company is holding this webinar with a certain business agenda in mind, this isn’t about your brand. Look for a webinar platform that allows you to brand the experience itself and not just the deck, and of course, the webinar’s presentation can be branded throughout the session, but the majority of content shouldn’t mention your product or service at all. The last thing people want is for you to promise them value only to discover a never-ending marketing pitch. Choose that route and you’ll likely lose their attention and your credibility all at once.
It’s a classic “if you build it, they will come” marketing tactic. By giving attendees what they need, your brand can gain the recognition and exposure it’s after. In other words, delivering a solid webinar will help you position your brand and its executives as thought leaders.
I guess we can make an exception for a demo or guided tour, but if you’re going to go that route, make sure you clearly position the webinar that way from the get-go.
Make It Personal
There’s a significant difference between branding your content and offering a unique point of view based on your experience. Your personal take is important and adds to the authentic vibe people crave; it can help differentiate your session from others on the same topic. You can share what you’ve learned from years of work in a particular field without pushing your product too aggressively, so find that subtle balance and bake it into the content. And of course, make sure you’re giving the right message to the right audience. Don’t go too broad or too narrow—find that sweet spot.
Webinars are far from dead, and constant innovation can help keep them from stagnating. Marketers should keep learning from their audiences and searching for new ones while researching new ways to add to what’s working. Keep an open mind and embrace new approaches on top of a strong foundation to help drive the future of digital engagement as webinars continue to shine in the golden age of virtual events.
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