As a pharma marketer, you’re probably already aware that effective content strategies can outperform other forms of marketing in terms of ROI. An effective lead nurturing strategy utilizes content marketing assets that are click-worthy, useful and align with the needs and wants of your prospective clients. They also make use of multiple channels and media sources. Have you considered how webinars fit into your marketing mix and how they can help you boost the effectiveness of your content strategy?
Webinars are one of the most useful tools to help build long lasting relationships with your potential customers and current accounts because webinars are easily accessible, allow for live interactions with your organization and can be timed to launch with any of your organization’s initiatives or recent developments in the life science industry.
Optimized webinars also have the unique ability among marketing tools to educate a large audience while promoting your content to qualified life science professionals during a period of about 30-90 minutes. What other marketing tool can offer that amount of engagement with minimal effort?
Not convinced? Here are 5 advantages of using webinars as a content strategy tool for your next digital marketing campaign:
1- Webinars Help you to Attract New Leads and Retain the Existing Ones
How? Content is King. If you’re not regularly producing content for your target market, your audience simply has less of a chance to learn about your services. Any new piece of content can act as a new touch point for your prospective customers.
Additionally, along with the webinar leads you gain, you receive valuable metrics about your webinar registrants. You can craft your new tactics and strategies from the feedback you get from each webinar you host.
2- Webinars Build Relationships
This is where webinars truly shine. Webinars allow you to have an interactive line of communication with your target market in real-time by establishing a relationship with your audience.
Interactions can be accomplished in pre and post webinar registration questionnaires, poll questions, live Q&A sessions and more. During a webinar, an audience provides feedback about your content which can help you craft better content for future campaigns. Interactions with the webinar audience are also a great way to identify and confirm the needs and wants of your potential customers.
If you’re able to open up these lines of communication, you’ll be able to build the foundations necessary to identify and appropriately engage a prospect.
Deploying a series of webinars can keep the conversation going with your audience, while keeping your company top-of-mind for the topics you present during your presentations.
3- Webinars are Economical
The money and time required to create a webinar is considerably less than what is required for a trade show or conference. Nevertheless, the impact of a webinar can be greater, since you have an audience’s attention for about an hour or more. For a webinar presentation, there are no flights, no cab rides, no hotels, and no meals being calculated into your ROI.
4- Webinar Content can be Reused
The content from your webinars can help you to populate other channels in your content strategy. From the efforts you put in during a webinar, you can create additional content such as a blog post, mini-video or infographic. As we mentioned, webinars can also be used as a strategic way to generate new ideas thanks to feedback from your audience. Check out our blog post on 5 Ways to Repurpose Your Webinar Content.
5- Webinars Generate Excitement Around your Company and your Topic
Unlike paid advertisements, social networking, emails or blog posts, webinars offer a chance to provide excitement around a topic on a specific date. Webinar attendees have a chance to interact and ask their own questions to a featured speaker during a specific time and date, and thus have a unique ability to create a buzz around your company and topic.
Overall, webinars offer a unique way to present exciting and valuable content to your potential customer. Incorporating webinars in your content strategy should be a must for any marketing team.
Xtalks.com, offers the world’s leading platform to market and produce life science, medical device and food industry webinars, so if you are thinking of incorporating webinars into your content marketing strategy be sure to reach out to the Xtalks team directly.