Live Webinars Are Dead: Make Your Webinar Strategy Work for Your Buyers

Webinars are a powerful marketing tool, but like all marketing tactics, they need to be used strategically in order to be effective. In this newsletter, I want to cover how webinar marketing has evolved over the years and how you can use webinars to support your B2B buyers through their journey.

How Webinar Marketing Has Evolved

Webinar marketing has come a long way since the early days of online marketing. In the past, webinars were primarily used as lead generation tools, with the goal of getting attendees to sign up for a product or service. However, today's webinars are much more than that. Thanks to advances in technology, webinars can now be used to educate and engage customers at every stage of the buyer's journey.?

And did I mention that nobody cares if your webinars are live?

I'll explain.

Why Live Webinars Are Dying?

Webinars are a valuable tool for companies who want to promote their business and engage with customers. But as the world moves closer towards hybrid working models, it is no longer enough just to have one event at a set time. People now need opportunities on-demand so they can choose when best suits them.?

To do this successfully requires an innovative approach: we must make our webinar on-demand.

So what do I mean by on-demand??

Anyone who missed their favorite weekly show knows how valuable it is to have platforms that allow you to catch up on TV that aired at a different time (pre-internet kids can relate).?

And guess what. Your audience expects this from webinars today.

The convenience of being able to view content whenever you want has become an important reality in today's world. If your webinar is made available at any given time, it can provide real benefits and incentives for your desired audience. Your customers will have access to more information than ever before, and you know they need it.?

When to Use Webinars in the B2B Buyer's Journey?

There are three main stages in the B2B buyer's journey: Awareness, Consideration, and Decision. Here's a brief overview of when you should use webinars at each stage.

Awareness Stage

The goal of webinars in the awareness stage is to educate potential buyers about a problem they might not even know they have. For example, if you sell CRM software, you might host a webinar on "The Top 5 Signs You Need a CRM."

Consideration Stage

The goal of webinars in the consideration stage is to help potential buyers compare different solutions to their problems. For example, you might host a comparison webinar between your CRM software and a competitor's software.?

Decision Stage

The goal of webinars in the decision stage is to help potential buyers make a final decision about which product or service to buy. For example, you might host a demonstration webinar that shows attendees how to use your CRM software.?

Creating Your First Webinar?

How can you leverage webinars for your business as a B2B marketer? What can you do to adapt your business to the way your customers make buying decisions and use webinars to support them? And how do you create your very first webinar??

Learn in this episode of the Growth Marketers Podcast!

#webinar #marketing #buyersjourney #b2b #asynchronouswork

P.S.: Shoutout to Melissa Kwan from eWebinar for sharing her insights on this super interesting topic.

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See you next week!

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