The prior two years changed how we communicate; sticking to old rules could have you miss out on valuable audience engagement opportunities. Being forced to deal with new communication methods – professionally and personally – people found ways to maintain authentic interactions in a digital world.
Now, digital transformations are activated in weeks or days; in the past, digital changes could take months or years to start. Businesses quickly launch digital technologies to ensure client and employee wellbeing. Two years post-pandemic, enterprises realize the opportunities with remote work and are switching things up to reap the benefits.
A shift toward digital interactions and experiences includes team meetings,Virtual Conferences, sales kick-offs, executive summits, etc. In a 2020 report, researchers at Gartner forecasted that 80% of B2B sales interactions will be via digital channels.
It’s time to evolve your webinar marketing program. Read on for five webinar rules you can break to create authentic online experiences.
In the past, Tuesday, Wednesday and Thursday were traditionally the best days for webinars. However, the tide shifted in April 2020 to Thursday and Friday, then went back to midweek. So, why the short-lived shift? It’s because working habits changes.
Presently, most communications happen over virtual channels. However, since workers interact with a screen all day, most people don’t have time to participate in a webinar during regular working hours. This is why there’s value in planning around audience needs – this includes being considerate of their other demands on their schedules and attention.
Commit this to memory: slide decks are not a critical piece of a successful webinar.
Your presentation isn’t the webinar – it’s a tool. Many successful Virtual Events are the ones that create unique experiences, ones where audiences interact, learn, ask questions, and are engaged – PowerPoint optional.
The webinar world is a blank palette for marketing your webinar. If you don’t have slides, that’s ok! Contact a few subject matter experts and have a genuine conversation; you don’t need an agenda. Keep the conversation going and make it engaging.
Here are a few examples of virtual experiences you may want to try:
A successful approach to these events shares several components, including self-selective, interactive areas for event attendees to ask questions, watch videos or connect with other virtual content. For your virtual event agenda, consider mixing things up a bit. For example, you don’t have to wait until the end of your webinar to hold a Q&A – you can open with one.
An on-demand webinar can be just as interactive as a live event. Your audience will be engaged when the attendee controls when they consume your webinar’s content, giving them interactive functionality identical to an in-person event.
A great on-demand event strategy offers the best of both worlds. For example, you can host a live webcast, record it, then convert it to on-demand for your live audience to view again or for those who were unable to attend. This is convenient for all audiences; on-demand assets are valuable tools.
Consider if you want your webinar to be a snack or a multi-course meal. You may wish to A/B test virtual event lengths, but keep in mind that great content will keep an audience’s attention for as long as necessary.
This may sound controversial: you don’t have to capture leads from a webinar for it to be profitable. You may reach a wider audience if you remove or pare down the form on your event landing page.
Consider the following questions:
We suggest you make it easy for returning customers to access your content. After all, why develop a library of amazing content if nobody gets through to view it?
A great webinar marketing strategy drives past expected boundaries and creates something we need. It’s ok to break the rules – sometimes rules are meant to be tested and exercise our creativity to respond to changes around us. Much of marketing is rule-directed, yet those rules are guidelines to help, not control. Traditions evolve; they’re not static.
WeInvite is here to help you host unique, memorable webinars. We offer marketing tools, a full suite of features and tech support to get your message out to your audience – reach out to us today to learn how we can help you.