Since the pandemic started, webinars have become a top strategy to keep in front of clients and prospects. Connecting remotely, either live or in a recorded video has quite literally become the only way to see customers in most cases. And while the desire to schedule a webinar for a specific time may be waning, the need for new and valuable information to compete in your customer’s marketplace has never been higher.
So, if online time is in demand and hard to schedule, why not record a webinar and make it available to prospects at any time they want to watch it on a variety of platforms?
No Shortage of Topics
Let’s face it, salespeople like to talk, tell stories, and explain solutions. As such, every one of those conversations can potentially be formatted into a webinar. Plus, the technology available in the systems integration business is evolving at record pace with exciting concepts like Artificial Intelligence and cloud-based solutions leading the pack. These new solutions are revolutionizing our customers’ businesses from security operations to manufacturing processes.
Answering Questions, Solving Challenges
All the conversations we have with customers usually revolve around answering questions and solving problems. A great webinar is not a sales pitch, rather it is a solution revelation. If you tailor the content of the webinar to be relevant to the attendee and not the seller, you immediately shift the level of interest your customer will have in the topic.
Pro tip: Success starts with the title of the webinar. It must capture their attention in the same way the headline of a news article does. Competition for your customers’ attention is plentiful and you only have a handful of words in the title to get their attention.
Recording Advantage
While a live webinar offers a chance for attendees to ask questions, a recorded webinar does not. That is, unless you make it easy for the viewer of the recording to reach out with questions. Additionally, your website or blog may have powerful ways to create call to action strategies that can enable engagement after the webinar. The primary benefit of the recorded webinar is the convenience factor. It can be played when it is convenient for your customer. After-all, the content is all about them if created with the right point of view in mind.
Pro tip: A webinar recording can be linked to the provider’s storage repository, much like GoToWebinar provides to its subscribers. Additionally, the webinar recording can be downloaded and republished to your other powerful digital assets and channels. For instance, you could publish the recording to your blog, embed it in a web page related to the topic, and even make it available on LinkedIn or Facebook. Repurposing content is a key strategy to getting the most out of your content.
Give Me an Idea…or three…
Everyone is trying to get their facilities open and keep them open following as the pandemic rages on. Consider post-Covid workplace safety as a topic.
And in a world filled with pandemic chatter, consider the strategy of staying away from pandemic talk. Consider solutions you have that can save a business money or mitigate losses as companies and organizations look for creative ways to improve the bottom line.
With a new focus on remote connectivity, think about what solutions you have that improve a person’s ability to work remotely as if they are at their desk. For security managers, being able to see live cameras and perform post-incident investigations remotely is great, however, performing access control database management or coordinate pre-arrival of visitors may be something they have not been able to do remotely before.
Webinar Content Tactics
Developing a webinar topic list is one thing, executing the webinars in a professional manner is another. Consider working with a partner that can enable your team with the ideal equipment to record the webinars in a professional manner. Then, when it is time to publish and promote the content, that same partner may be able to help leverage all the available outlets to spread your messages.
Contact Vector Firm today to discuss your content production and marketing needs.
