Content Marketing is a Numbers Game: 3 Ways to Use Webinars to Increase Your Odds

by ON24
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ON24

Each piece of content a prospect consumes gets you one step closer to converting them to a client. So, use a single webinar to share several pieces of relevant, pre-existing content and accelerate the client journey:

1. Use your webinars as content-delivery machines

You can secure several marketing touches through one webinar event. While attendees are engaged with your presentation, display white papers on related topics that they can download and read later. Take advantage of the captive audience to promote a data sheet or highlight a case study touting your particular service. Be sure to link to your social media channels to promote sharing and encourage future conversations. The point: you already have the content; use it on this engaged platform.

2. Include calls to action in your webinars  

In addition to delivering content, you can allow attendees to self-select as high-priority leads by responding to a call to action. Advancing prospective clients to a next step is a successful return on the investment you made in producing the webinar. Offer to schedule an appointment right from your webinar console. Give attendees a link to sign up for a complimentary consultation or introductory assessment of their need. Promote your next webinar at the end of your current one and solicit registrations on the spot. Ask for “a-ha” moments and capture them for sharing with the wider audience. 

Offer to schedule an appointment right from your webinar console.

3. Pack multiple touches into your webinars

Webinars speed up the buying cycle. Rather than producing content based on an editorial calendar that trickles out information, pack multiple touches into the webinar. Craft your webinar outline using existing, on-topic content – and, create new, shareable content specifically to be shared during the webinar.

As attendees consume more of your existing content, you learn more about them and their specific needs. Leveraging your thought leadership in such an integrated fashion allows you to capture the data your team needs to close the deal.

For a deeper dive on integrating content into your webinars, download our report on the topic here – includes an integration checklist! And if your webinar platform can’t support these activities; well, we need to talk!

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[Samanatha McKenna is Senior Director, Sales at leading webinar platform ON24. Connect with Sam on LinkedIn.]

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