Webinars aren’t a new tactic – The Streaming Network has been leveraging webinars for 10 years.
“Today’s consumer has different sources through which they can obtain a plethora of information. Thanks to the internet and popular search engines such as, Yahoo Google and Bing including the impact of digital smart phones.”
–iResearch Services, April 2018
We see products that claim to solve all problems daily. Consumers are researching a product to determine if it provides value before purchasing. On average, they will review 6-8 touch points before to their buying decision.
B2B companies are seeing a similar trend with their customers. They will research you before speaking with a sales representative.
How can B2B sellers adapt their marketing strategy to leverage that behaviour?
They use webinars, both live and on-demand.
The Rise Of Video Marketing
Enterprises leverage webinars as their go-to marketing tactic. This is to integrate their sales and marketing funnels.
Webinars help educate a buyer about your service. Also, they have become a standard strategy for B2B businesses.
How else can you draw in more prospective customers using video marketing?
Create A Multimedia Hub For You B2B Business
Aid customers purchasing behaviour by creating product demos or “deminars.” Now you have a captive audience whereby you can explain your product or service and how it can add value.
Let’s think about Netflix for a moment. The best feature of Netflix is that a consumer can consume as much content as possible in one location.
That’s what a multimedia hub should do. It’s a webcast portal that allows individuals to publish their webinars in a single space. Leads can sign up to watch any webinar of their choosing at any time. The data shows that on-demand webinars perform better alongside other types of content. So, place all your content inside that hub.
Start With Youtube If You’re Creating A Multimedia Hub
YouTube can make playlists from your videos. It’s an excellent place to start when building a webinar hub. It’s important to update your YouTube channel with fresh content. Your team will need a tool that can house different kinds of media:
- Case studies
- eBooks
- Podcasts
- Lead magnets
- White papers
You need to measure success with tracking capabilities. Otherwise, you won’t be able to tell if your multimedia hub is thriving. Keep track of these metrics:
- How many webinars do prospects usually watch?
- What is the average watch time?
- Which lead magnets are they downloading?
- What questions are they asking?
- How many questions, on average, are being asked?
Analyzing data from your Multimedia Hub will determine what funnel a lead belongs to. Are they a Market Qualified Lead (MQL), thus need more nurturing? Or, are they ready to speak to someone. In which case, they are a Sales Qualified Lead (SQL).
You Don’t Need an Internal Video Crew to Start
Not everyone has the budget for a videographer, and that’s fine.
The Multimedia Hub lets us repurpose any webinar made through The Streaming Network. Create an enterprise-grade library from a single piece of webinar content with ease. Take snippets of your existing webinars to create snackable, searchable content that answers specific questions your prospects have.
Don’t spend time trying to reinvent the content wheel for every new asset you produce. Publish your new video content into your portal or onto your social media. Using this aggregation strategy will help increase your audience reach. Reach your goal of getting more viewers coming to your site.
Your hub is the backbone of your evergreen content strategy.
Take a few snippets from your webinars and other video content that explains what problems your business solves. Put them together in the Multimedia Hub. Now, you have an evergreen video for your homepage. New viewers (leads) can now learn everything they need to know about your service.
The key is to help your leads consume your content consistently. Thus, moving from an MQL to an SQL.
Let’s Recap
Video marketing is here to stay and is continually evolving. So, how do you attract these potential leads?
- Create a multimedia hub and keep your prospects on your page. Create “deminars” to showcase how you can help solve a problem.
- Keep it simple, if you’ve never created a multimedia hub, start with Youtube. Youtube offers playlists and features that allow you to create a multimedia hub.
- Remember, you don’t need a video crew to get started. Use previous webinar snippets and create short videos or step-by-step clips.
Stay tuned for more updates on how to leverage your webinars to convert viewers into buyers.
