Companies know the value of their assets, things like a building they own, or intellectual property they have developed. But assets can also include things less tangible, like the business processes they have painfully put in place, and professional sales and marketing collateral they have developed. You really understand the value of these less tangible assets when you change jobs and go to a company that has inadequate or non-existent processes, or that has no sales and marketing collateral you’d be willing to hand out.
In this list of less tangible assets is the company’s website, usually in the same category as the brochure that it closely resembles. But what is increasingly expected of websites is that, instead of being a static brochure, that they convey insight; captivating reasons to stay engaged with a website, maybe even follow it on social media. The standard way a B2B website accomplishes this is “website assets”; whitepapers or case studies (and the promise of new ones in a timely fashion), sometimes a nice video, or most effectively, a blog that is updated on a regular basis. The problem is that developing website assets at all, let alone a consistent cyclical production, requires some not-insignificant commitment and resources to see through. Most companies, even if they agree that website assets are good ideas, will say that they have little time or money to get these accomplished.
The Easy Path to High-Value Website Assets
So I have an alternative, something easier, something anyone who is even somewhat passionate about what they do for a living can do without breaking a sweat; a webinar. If you can talk for 30 minutes to a customer or prospect about how you can solve one of their more pressing business problems, then you can do a webinar. Now many people respond that they are not comfortable doing public speaking, even if you’re presenting to your computer, to them I council “then don’t host it live with an audience, host without an audience and record it”.
Instead of inviting everyone to the live webinar you’re afraid of doing, invite everyone to the recorded webinar they ‘missed’. Put in the invite that if while watching the webinar they have any questions (answering these live is one key value of live webinars) they can email them in, and you promise to answer each and everyone one of them. And the best part is this recorded webinar is now a website asset, you can put a button on your website that engages visitors, maybe even convinces them to give you their contact info. Here’s a full list of our recorded webinars.
So here they are, the
10 Reasons Your Company Should Do Webinars
Because everyone likes lists. Heck, maybe you just jumped right to the list, so here it is:
Webinars are the easiest to achieve high-value content your company can generate; it is the easiest way to capture the expertise and experience of your senior people in a way that can be accessed over and over again by prospects visiting your website.
People like to hear things from people, not faceless corporations. Webinars give you the opportunity for visitors to your website to hear your expertise and experience on specific topics that matter to them, much more so than the generic statements on the website.
The invitation to a webinar and the follow-up invitation to download the recorded webinar are a valid reason to email your entire “in-house” list of contacts at least twice
Announcing you are having a webinar increases your credibility on the subject the webinar will focus on. If you stick to a subject that you know well because of both successful experience and passion, you will likely build credibility.
This high-value content is ideal for pushing out to your social media network; the companies winning at social media are the ones contributing content that speaks to their credibility.
High-value content like this is very useful to your sales team; when they encounter this business problem they can refer prospects to a webinar recording on the respective subject from your guru.
Webinars are easier to sell to the gurus that need to host them; getting them to speak for 30-45 minutes on a subject they are an expert on and passionate about is something they do all the time, and is much more “natural act” than asking for a whitepaper.
You can very effectively increase your brand credibility by co-hosting a webinar with one of your more recognized suppliers or vendors.
Webinars can be very nimble; if you recognize a shift in your industry or an event that is of significance, you can quickly reach out to your audience with your insight on the topic.
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About Jim Wong
Jim is a digital veteran with over 10 years of experience driving digital strategy and leading multi-discipline teams for national & local brands in over 20 industries. His expertise is in leveraging digital marketing to market businesses smarter and better through a data focused, performance ROI driven approach.