Marketing experts say a webinar’s success can extend far beyond the actual webinar, and weave back into the content sphere.
Webinars continue to gain in popularity among marketers for promotion and, ultimately, lead generation.
More than half of marketers today rely on webinars for web promotion, according to OptinMonster, and studies have shown that between 2% to 5% of webinar attendees make a purchase at the end of a webinar.
Additionally, 89% of marketers believe webinars outperform other channels in creating qualified leads, according to Business Wire.
But webinars also can be chopped into multiple forms of fresh content to create even more lead opportunities, experts say.
Forbes recently published an article focused on repurposing content, where its team of communications experts shared their tips for repurposing everything from infographics to surveys.
Lisa Parcella of Security Innovation shared the following ideas for using webinar source material in multiple ways:
- Turn a question asked during the webinar into a poll on social media
- Create a chart based on data from the webinar
- Transform top tips into infographics or blog posts
- Share a panelist quote on social media
Long-form content always has more life to give, Parcella said.
According to The National Law Review, the most important first step is to make sure there’s a transcript of the webinar for easy content brainstorming.
Many marketing experts agree that webinars can spark multiple blog post ideas, and that participant questions should be repurposed into FAQ content that can be distributed on a website and social media.
Participant questions also make great blog posts, experts say, which can help position a company as trusted experts.
According to MegaMeeting, Thursdays are the most popular days for a webinar, followed by Wednesdays, and longer webinars may bring in a bigger crowd.
Overall, as many as 95 percent of marketers believe webinars are important for their marketing efforts.
Statistics show that more than half of viewers are likely to engage with the company after the webinar, either by watching additional content, downloading attachments, or requesting a sales demo.
Experts suggest that to make a webinar more compelling and interactive, companies should include video and a Q&A.
Companies that are new to webinars or are unsure where to begin with their content marketing efforts can begin by picking a topic their audience would find interesting and valuable.
Hosting a Q&A during the webinar and sending out a survey after can help companies understand what worked, what didn’t, and how to improve future webinars, experts say.
Photo by Anna Shvets