One of our favorite content marketing tactics at Pardot is conducting webinars. The convenience with which you can reach your prospects or customers and the accessibility for those who want to attend makes webinars a smart choice for businesses looking to develop thought leadership within their industry.
For B2B companies and SMBs, webinars are especially important. Think of the cost associated with conducting trainings, meetings, and presentations in person. Compare that with the cost of doing them over the computer. That’s a lot of savings, right?
Besides cost, what are some other advantages of conducting webinars? Take a look at the list below for some ideas:
Become a Thought Leader
Hosting webinars on topics relevant to your company and industry can firmly establish you as a thought leader in that space. People view webinars as a chance to gain expertise from companies that really know what they’re talking about, which means that conducting webinars can also help build your credibility. Webinars give your company a voice. Use it to interact with your community and industry while sharing your knowledge with the people around you.
Interact with Your Clients, Customers, and Partners
We know that you’re busy, and that your schedule can impact the amount of face-time you get (or don’t get) with your clients and customers. It’s important to maintain a presence when it comes to your client base, and webinars are a great way to do this while simultaneously attracting new prospects. Clients will be pleased to see you taking the time to “hang out” with them, even if it is just over the computer. Holding partner webinars is also a great way to develop relationships with your partners, and can be a huge time-saver if you don’t have enough resources to create your own content. Just keep in mind that webinars should stay focused on thought leadership, rather than promoting products and services — whether they’re your own or your partners.
Build a Community
After a while, you may start to see a few repeat customers during your webinars. Having a great webinar program can keep prospects and clients coming back for more, helping to build a community around the event. Make sure you leave time for at least fifteen minutes of Q&A at the end, to encourage interaction among participants. Giving them the opportunity to ask questions and solicit feedback can be invaluable, and can even provide you with more ideas for future webinars and content. Consider creating a hashtag for your webinar if you want participants to stay involved before, during, and after the event takes place.
Webinars can actually be a tool for lead generation if you require attendees to sign up beforehand. This allows you to capture lead information in a form while telling you what topics your leads are interested in (based on which webinars they sign up for). This means that hosting webinars will not only benefit your leads by providing them with the information they’re looking for, but it can also give you a way to follow up with them with more relevant information.
What other benefits have you found when it comes to webinars? Let us know in the comments!