Webinars are effective.
In fact – except for live events – webinars are considered THE most effective strategy when it comes to B2B content marketing. They convince more people, are a great method of onboarding new clients, and serve as an efficient way to educate your audience no matter where they are in the buying cycle.
With all these benefits, however, why aren’t more marketers taking advantage of webinars? Or if they did, they give up after a couple of sessions because there didn’t see the results they were expecting?
There can be a lot of reasons behind ineffective webinars, but marketers believing the following myths might also be a factor.
Myth #1. As long as you know what you’re talking about, there’s no need for a lot of preparation.
There might be a lot of similarities between webinars and live events, but the two are not the same. Sure, both require an engaging presenter, a well laid out presentation, and an interesting topic. Unlike live presentations, though, there’s a lot of technology involved in a webinar. You can’t just speak louder when your mic fails and there’s no podium where everyone can see you. With webinars, you need to know your software inside and out and conduct a considerable number of test runs before you can deem yourself ready for one event.
A lot of presenters go in and launch a session thinking they only need to be knowledgeable, passionate, and engaging. Yes, you should if you want a webinar that stays with your audience. But more than that, you also have to be prepared.
Myth #2. All webinar attendees are sales ready.
Another thing marketers believe is that webinar attendees are already in the decision stage of the buyer’s journey and are just one step away from making a purchase. This is why they run promotional webinars that focus on the qualities of their product or service and the problems it solves. This is not a bad idea, but if the sessions you run are always like this, you’re limiting your range and would get limited results.
Webinar attendees run the gamut from strangers to long-time customers. You need to make sure you run events that cater to different stages your potential buyers might be in and you’re guaranteed to see better results.
Webinar attendees run the gamut from strangers to long-time customers. Make sure you have content for all. (Tweet This.)
Myth #3. Webinars are expensive.
Yes. There are overpriced webinar programs. They cost a lot, they have lot of features that are pay to play, and they seem to be the only choice available.
These expensive programs are not the rule, though. There are other excellent webinar software out there that don’t have to break your budget while still giving you similar results. You can even go the free route and use Facebook Live or Google Hangouts. Sure, they’re only broadcast options without marketing tools incorporated in them (you need both for an effective event), but they’re an excellent choice if you’re just getting your feet wet.
What other webinar myths have you heard? Share it with us in the comments!
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