Posted on November 21, 2023

How To Use Webinars To Boost Your Content Marketing Efforts?

The future of content marketing isn’t static; it’s interactive. With the changing trend, webinars have become a powerful tool in this interactive era. 

Webinar provides real-time interaction with the audience, making it a valuable content marketing channel. Over 95% of marketing professionals consider webinars a key ingredient in their marketing mix. This emphasizes that webinars have the potential to boost engagement and conversions.

This article will discuss using webinars to boost your content marketing efforts. But before that, let’s discuss why you should use webinars in the first place.

Key Benefits Of Using Webinars In Content Marketing: 

1. Engagement & Interactivity

Unlike other content marketing channels where people passively receive information, webinars let you interact with your audience in real-time. Webinars create an environment for direct engagement.

In webinars, Q&A sessions allow attendees to ask their questions and get answers instantly. Also, through interactive polls, you can get quick feedback to understand your audience’s preferences and engagement.

2. Establishing Authority & Expertise

Webinars provide a platform to share your knowledge and insights with your target audience. This presents you as an expert in your field. For brands, webinar becomes channels to build an audience that loves their product and the strategies to achieve business goals. 

Over time, people also trust you more. They see you as an authority in your field. This trust can lead to more customers and loyalty. So, by using webinars, you build both a reputation and a trusted brand.

3. Cost-Effective

Webinars are a cost-effective way to connect with a global audience without breaking the bank. Once you’ve set up the necessary equipment and platforms, the cost per additional webinar also drops largely. Marketers also point out that webinars reduce the cost per lead. 

The webinar content can be repurposed and used in different formats on different marketing channels. You can allure new customers, nurture leads, and engage with existing ones in a very cost-effective way. 

4. Lead Generation

53% of marketers consider webinars the best way to get high-quality leads. When people sign up for your webinar, they usually share their contact details, showing interest in your topic and what you offer. 

This is a great chance to find potential customers interested in your products and services. You can then follow up with them using special offers, increasing the chances of turning them into paying customers. 

8 Best Ways To Use Webinars For Content Marketing

Webinars aren’t just about sharing information; they’re about building relationships, establishing authority, and delivering value in an engaging and informative format. 

1. Picking The Right Platform

The platform you choose for your webinar can make or break the experience for your attendees. Take your time to research and pick a platform that aligns with your requirements. Consider your budget, the number of attendees you expect, and the features you need. 

Once you’ve selected your platform, setting it up right is equally crucial. Here are some technical tips to ensure a smooth webinar experience:

• Always conduct a test run to ensure clear and disturbance-free audio and video.
• Before the webinar, familiarize yourself with all the features the platform offers. This helps in seamless transitions, especially when showcasing different content formats.
• Test interactive tools like screen sharing or whiteboard features to avoid technical hitches during live sessions.

2. Repurpose Your Webinar Content

Not everyone can attend your live webinar. Repurposing allows you to reach those who missed it. For instance, you can: 

• Create Blog Posts: 

Transcribe the webinar or extract key points into useful blog posts. This allows for deeper insights into specific topics you touched on. Also, don’t forget to optimize them for SEO to attract organic traffic. 

For example, WebEngage has all its webinars recorded and converted into a blog post. They repurpose their webinars into blog posts summarizing the content with key takeaways. This content brings the replay viewer back to the website and, with SEO optimization you get new readers/watchers.  

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• Develop Videos For Social Media

Break down your webinar into shorter video clips or create a summary video. Share them on your content distribution channels, such as — YouTube and social media, to engage with your audience. These videos can be used for brand awareness, demand generation, lead nurturing, and educating your existing customers. 

Writesonic, for instance, shares a short clip from their webinars. The purpose is to show how AI content should be used and its impact on business.

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• Design Ebooks or Guides:

Compile webinar content into downloadable ebooks or guides. This provides an incentive for lead generation. You can use it as gated content to generate leads out of it. These leads would be product qualified with high buying intent.. 

Here’s a great example by Zapier creating an eBook from a webinar. 

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3. Promote Your Webinar Well In Advance

Preparation is key, especially when maximizing the audience for your webinar. The more they notice about your webinar, the likelier they’ll attend. 

By promoting your webinar beforehand, you can also create anticipation and excitement among your audience. This can pique the curiosity of your target audience and increase their likelihood of attending to learn more.

Here are some ways to effectively promote your webinar in advance:

• Social Media Promotion:

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Regularly post engaging content about your webinar on your business social accounts by hiring a content writer. However, rather than spreading yourself thin across multiple channels, prioritize one or two primary channels that resonate most with your audience. This focused approach ensures that your promotional efforts are streamlined and impactful. 

• Email Marketing:

Tapping into your email list is a strategic way to connect with people who already know about your brand. By sending out captivating emails that underline the benefits of your webinar, you can pique their interest and motivate them to join.  

Create personalized email invitations and reminders to send follow-up emails for your webinar. Reach out specifically to those who’ve attended your events, as they will likely show interest again.  Also, send multiple reminders as the date approaches. 

• Landing Page Optimization:

A well-optimized webinar landing page is a linchpin in attracting visitors and turning them into registrants for your webinar. With the right touches, you can resonate with your audience and make them see value in joining your webinar.  

To make your landing page effective, speak directly to your audience’s pain points and show how your webinar can help. Stir up a feeling that they might miss out if they don’t register soon, and showcase testimonials or endorsements for added credibility. 

• Paid Advertising:

Identify the core demographic for your webinar and create targeted ad campaigns based on your audience and budget. Use A/B testing to optimize ad visuals and copy to ensure you reach the most relevant audience with compelling calls to action.

4. Collaborate With Influencers Or Industry Experts

Collaboration is a compelling way to amplify the reach and credibility of your webinar. Collaborating with influencers or industry experts is a merger of resources, audiences and expertise. 

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To collaborate with influencers or industry experts:

• Identify people whose work resonates with your webinar’s core theme. 
• Reach out to them via email or social media. Tell them the benefits of collaborating and how it aligns with their interests and expertise.
• Highlight what’s in it for them, whether it’s exposure to your audience, compensation, or access to exclusive resources.
• Coordinate promotion efforts, with both parties sharing the webinar with their respective audience. You can also share discount codes or affiliate links with the expert to incentivize them to promote your webinar. 

This approach ensures the content is insightful and reaches the widest possible audience, making the webinar more impactful.

5. Use Engaging Visuals And Interactive Elements

Content is undeniably the king in hosting webinars. However, how this content is presented is equally vital in capturing and retaining the audience’s attention. Research suggests that the human brain processes visual information 60,000 times faster than text. That’s why integrating captivating visuals and interactive elements into your webinar is a great idea. 

Create visually appealing slides with clear, concise content or simply use an AI presentation maker and let AI do the task for you. Use images, infographics, and charts to illustrate key points effectively. Ensure that your text is clear and easy to read, and maintain consistency in fonts and colors to reinforce your brand identity.

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Alongside visuals, integrating interactive elements can also elevate the engagement of your webinar. Use polls and surveys to gather opinions and feedback from your audience. Enable live chat and Q&A features to encourage interaction between attendees, fostering discussions and addressing questions promptly. 

6. Use Webinars For Customer Onboarding Or Training

Webinars effectively educate new customers, ensuring they get the most out of your products or services. Picture this: When a customer invests in a product or service, the initial stages can determine their long-term relationship with the brand. They have questions, perhaps uncertainties, and they’re keen to understand the value they’ve signed up for. Webinars play an important role here, guiding these customers and ensuring they start their journey on the right foot. 

Your customers can gain a hands-on understanding of the product through live demonstrations, step-by-step guides, and interactive troubleshooting. It speeds up their learning curve. It makes sure they extract maximum value from their purchase sooner.

Proposify offers free weekly webinars, guiding users from customizing templates to getting proposals signed.

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By attending these demos, users can understand how to use Proposify efficiently and make the most of its features.

7. Engage With Audiences Post-Webinar

The post-webinar phase of a webinar is as crucial as the event itself. Most marketers end this phase by sending a post-webinar survey or a thank-you email. However, engaging with your audience post-webinar is crucial for building lasting connections and nurturing leads.

You can do that by engaging in powerful post-webinar activities. For instance, instead of sending a thank you email, you can create a detailed message including: 

• A link to the webinar video, with timelines that show where you talked about different topics.
• The webinar presentation slide
• A summary so they can quickly remember the main points.

Engage with your webinar audience by giving them a personalized post-webinar gift. This gift could be a discount code, a free ebook, early access to new features, etc. Your objective is to ensure building a strong relationship with the attendees. 

8. Measure Webinar Success — Understanding Metrics And ROI

Measuring the success of a webinar is more than just counting the number of attendees. Dig deeper into your performance to understand the impact of your efforts and ensure a positive ROI. 

Key metrics to consider include:

• Attendance Rate: A high registration-to-attendance ratio indicates compelling content or effective reminders.
• Engagement Metrics: This measures the interaction levels during the webinar. Were there any questions? Did polls get responses? Did attendees stay till the end or drop off early?
• Feedback and Satisfaction: Post-webinar surveys can provide direct insights into attendees’ thoughts about the content value propositions and overall experience.
• Lead Generation and Conversion: For many, the ultimate goal of a webinar is to generate leads or conversions. Tracking these can offer a clear picture of the ROI.

After collecting these metrics, it’s time to analyze them. For instance, if there’s a high drop-off rate, your content wasn’t engaging enough, or the webinar ran too long. Low conversion post-webinar indicates a disconnect between the webinar’s commitment and the value delivered. 

Analyzing this data allows you to refine your webinar strategies, optimize future events, and ensure that your webinars continue providing value to your audience and your business.

Final Thoughts

The success of your webinars lies not just in numbers but in the relationships you foster and the value you deliver. 

From the initial stages of selecting the right platform to understanding the nuances of post-webinar engagement, it requires continual learning and optimization to conduct successful webinars. And once you master this process, the rewards- enhanced brand authority, audience loyalty, and tangible conversions—are immense.