Perhaps unsurprisingly, webinars available on digital platforms have seen a surge since 2020. One of the many factors responsible for this is the presence of authentic personalities that deters people from blocking the links. Businesses are incorporating webinars into their marketing strategies because it lets them attach a reliable face to their brand. But the question remains, is webinar marketing as effective as in person? Keep reading to find out. 

What is webinar marketing? 

A webinar is an online event that targets a certain audience in order to convey useful information about a topic. Webinar marketing is the art of creating and promoting the webinar experience in order to provide leads for your sales team, so the organisation can then sell their product. 

Webinars can be a successful lead generation tool when done right, and it’s a great way to engage with potential customers. Your voice can build trust with these customers, and you can then maximise their lifetime value by providing valuable information not found elsewhere. 

Benefits of webinar marketing (as opposed to in person) 

1. Greater content generation 

The content you host on a live webcast platform can be recorded, post-edited and then repurposed into additional pieces of content. What’s more, the webinar transcripts can be used for future blog posts or social media updates. 

2. Improved SEO performance 

It’s predicted that online videos will make up 82% of all consumer internet traffic by the end of 2022. This means it’s likely that your target audience is actively looking for video content. By reposting your webinars to your websites and social media pages, you’ll be able to drive a consistent stream of target traffic to your sites for free. 

3. Increased brand awareness

Having a recognisable brand that stands out from the competition is one of the key components of having a successful business. Webinar marketing will help you to get your brand in front of more people, increasing your brand awareness every time you host a new online event. 

As well as this, webinars allow businesses to build a sense of authority within their niche, cementing your brand as a thought leader. After all, what good is it if your target audience knows about your company but doesn’t respect it? 

4. Better audience engagement 

Webinar marketing will help you to engage with your audiences in real time – a benefit that very few other marketing channels offer. 

While you can respond to social media comments relatively quickly, it’s not the same as actively interacting with audiences in a face-to-face way. Using webinar software, you’ll be able to see and hear each other which is almost as effective as if you were all in the same room. 

Having this level of engagement will lead to a better understanding of your target audience, deeper relationships with them and, the biggest benefit of them all, greater customer loyalty. 

Final thoughts Thanks to its inbuilt technologies, innovative software, and multimedia capabilities, webinar marketing can be just as effective – if not more effective – than in person events. As you can see, those who do it right can achieve great things, and, because webinars can be recorded, they also have longevity.