Why Webinars For B2C Companies Shouldn’t Be Overlooked

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webinars for B2C companies
Credit: Search Engine Journal
Often when you hear about webinars for lead generation purposes it’s in a B2B context where businesses try to position themselves as experts within a particular area. And low and behold, it works.

Email marketing lists grow and other businesses start to reach out to the webinar host for guidance on particular topics, further solidifying their position as a thought leader. Then one day, the host convinces a lead on their email marketing list to become a customer. A successful conversion is born.

This method of lead generation for B2B marketers is so popular that recent statistics by the Content Marketing Institute show that 62 percent of them use webinars, with that number steadily growing.

However, what’s often overlooked is the power of a great webinar to drive growth at B2C companies. Currently, only 40 percent of B2C marketers use webinars.

Here are a few compelling reasons why B2C businesses of any size can benefit from webinars.

If Content Is King, Webinars Rule

Consumers are oversaturated with web content from brands. Your typical how-to or tips article that invariably includes a call-to-action isn’t engaging people as much as brands hoped. Consumers crave authenticity, originality and most of all — information that can truly enrich their lives and make it easier. This is where webinars come in. For example, if you’re an electronics business that specializes in cameras for photographers and videographers, consider hosting a webinar called “Pro Tips For Making iPhone Videos”. In many ways, webinars are like infomercials which cause sales spikes both before and after the presentation.

You’ll Extend Your Audience

The obvious reason to host a webinar is to expand your email marketing list to include people outside your usual network including prospects, leads, thought leaders, investors and even employees. The non-customers who sign up for your webinar and give you their email are automatically pre-qualified as potential customers because of their interest in your product and services. And if you partner with another company to co-host your webinar, you’ll have the added bonus of getting their customers on your email list. Email lists are golden opportunities to bring in more revenue using coupons and promotions — accounting for anywhere between 30-50 percent of a company’s revenue.

It’s An Opportunity To Get Feedback

It can be rather challenging to find customers who are willing to complete feedback surveys about your products and services. Yet the customers who sign up for your webinar are already engaged with your brand and have a greater investment in your name. Why not send them a two minute survey after the webinar and ask for their opinion about the webinar, but also throw in a question or two about their experience with your product. It’s a perfect opportunity to gauge customer satisfaction or conduct a bit of market research.

You’ll Increase Brand Trust & Authority

Consumers will love the inside glimpse they get into your company with a webinar. Things like a Q&A at the end of the presentation and an email with a headshot of the webinar host, will make them more familiar with your brand and put a personal touch on your future communications. The more they begin to see you as a subject matter authority and a helpful resource, the more likely they are to buy from you, not only once but several times.

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