B2B marketing is one of the most important skills for a modern business to learn, even if they don’t consider themselves in that space. Being able to build strong relationships with other businesses is vital, regardless if you see them as a client or partner.
As experts at B2B marketing, we’ve found that webinar marketing is one of the most effective ways (especially in an increasingly global and remote workspace) to connect and share information. This guide will detail ways that you can use your webinar events to help push your B2B marketing strategies to the next level.
First, we research
Before you can build any kind of B2B marketing strategy, you need information. Even as you start to find success in building your network of clients, you’ll always want a steady stream of information on their wants and needs, as well as a sense of the overall industry too. The more analytics and data you have, the more power you have to make intelligent decisions.
B2B webinar marketing can be a great way to quickly gain useful insights. The best webinar programs will include options for surveys, quizzes and polls. This means that you can directly get answers and feedback no matter the size of your webinar audience. You can even change the direction of a webinar as it’s ongoing to better suit their needs.
Always be professional
In marketing as in life, first impressions are everything. Keep this in mind throughout your B2B marketing campaigns.
The easiest place to start is your website. It needs to be easy to navigate and polished. For many, it’s going to be the first point of contact with your business.
But don’t stop there – think about other ways people can approach you. Email marketing campaigns should be slick and polite. Any events you host in person need to be well organized and planned out. Impressing clients is a great way to boost your referral marketing – a type of B2B marketing that is too often “invisible.”
And of course, this extends into B2B webinar marketing as well. The best webinar experiences are seamless. Potential clients shouldn’t be struggling with downloads or navigation.
It’s also worth it using webinar software that lets you adjust the branding within the webinar itself. This makes your entire B2B marketing experience a single, seamless and smooth experience.
Be search friendly
A good-looking website is only the beginning. Making sure that all of your online materials are search engine optimized(SEO) helps steer potentially interested clients to your door. SEO isn’t just about slotting in the right keywords or queries. Your website needs to be filled with relevant content too.
Webinars can be repurposed to boost the “searchability” of your company. Good webinar software allows you to “archive” finished webinars and make them available for download.
If you design your webinars around addressing a specific problem or business topic, they could end up in someone’s search results. This is key because they’ll learn about your business and spread the word to others at the same time– a win-win situation.
Establish thought leadership
Filling your website with great content isn’t just about maintaining a good level of SEO. When it comes to B2B marketing strategies, the secret ingredient is trust. It should be noted that there are different kinds of trust. Your business should be trustworthy –
bad news spreads remarkably fast.
However, there is also the trust that comes from being considered an expert in a field. Many B2B marketing strategies today are based entirely around trying to achieve “thought leadership.” The idea is to establish your business as the go-to spot for advice, guidance and predictions regarding your industry. By establishing yourself as a thought leader, you’ll have an invaluable advantage over your B2B competitors.
B2B webinar events are a great way to help build up this sort of reputation. By hosting seminars on topics relevant to your niche and bringing in well-respected speakers on the topic, you’ll steadily build that level of professional trust and confidence needed to be considered a thought leader.
Build those leads!
Leads are the bread and butter of B2B marketing strategies. Steady lead generation is the foundation of sustainable business success. The more leads, contacts and email list members you have, the wider a pool of potential clients.
B2B webinar marketing is, frankly, amazing when it comes to lead generation. A list of webinar attendees is a list of potential clients who are interested in your company. By using in-webinar tools such as surveys, polls and quizzes, you can get a better sense of how you can turn these prospects into a client base.
Take care of your clients
While it’s vital to focus on leads, it’s never a good idea to forget the “other end” of the lead generation process. Once leads come onboard, B2B marketing strategies shift from client acquisition to client retention.
As mentioned, webinars are a great way to gauge the interests of a large group of people at once. However, there’s more to B2B webinar marketing than just polls. Webinars are being used to onboard new clients, and are a key part of customer success management. If you need to communicate information and interact directly with existing clients, there are few methods better than webinar events.
Get the best webinar software for your business
Big or small, Engage has everything your business needs to build great-looking, engaging webinars. When it comes to getting the audience invested, Engage sets the standard. Contact us today for enterprise-quality webinars at affordable prices.