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10 ways to get more marketing life from a webinar

If you’ve been following our webinar blog mini-series, you’ve now successfully planned, promoted and delivered a killer webinar to hundreds or thousands of prospects.

All of which means it’s a job well done. But, don’t stop there as there’s still more value to be had. Statistics from webinar software firm, ON24, confirm that 59% prefer a live broadcast, with 33% of an audience prefer to watch a webinar on-demand, and 8% like the option of both. Therefore a third of your prospects are ready and waiting to watch your webinar after its live broadcast date, at a time or place that suits them the most. They may also be looking to digest the information in an alternate format.

This presents a huge opportunity for marketers to get more ROI from a single webinar by creating multiple engagement points in the customer buying journey. Let’s explore some of these options.

#1 Embed on your website
Position with similar or related content and make it available behind a webform to capture contact details of those not currently on your prospect lists. You could also create a trailer for the webinar that sits on the webinar landing page to really entice your viewers and support conversions. Here’s an example on HRZone.com:

#2 ‘Here’s what you missed’ follow up blog posts
Create a weekly blog post from the presenter and each panellist covering some of the key points that were debated in the live broadcast. For more impact, add some excerpts of the recorded content to the post, and invite readers to watch the on-demand version for the full story.

#3 Infographics still work
Infographics are still a brilliant way to tell a story visually. Include any key statistics, or ideas, that either the panel or your listeners contributed, and be sure to include a link back to the on-demand broadcast too.

#4 Don’t forget Slideshare
Described by Kissmetrics as ‘the quiet giant of content marketing’, adding a tailored version of your webinar slides and content to Slideshare will help you reach millions of potential customers that might not be on your radar currently. And that’s too good an opportunity to ignore.

#5 Create guides and whitepapers for more comprehensive content
Clearly a guide or whitepaper will take a fair bit of work to produce, but creating a document for download will really add weight to your post-webinar marketing. Cover the main webinar topic in more detail, or for added impact and relevance, ask the panellists to answer any questions that were contributed by viewers and debate the hot topics.

#6 Additional Q&As with panellists
Choose a different medium, such as a Twitter chat, and run a Q&A session with panellists. Not only will this bring out new insight (hopefully!), it will also help reach a different part of your audience who may prefer engaging via social media rather than webinars.

#7 Edit the webinar and re-use
Edited highlights or excerpts can be added to new website articles for example, illustrating a key point and providing a visual aspect to otherwise static content. In this example from AccountingWEB.co.uk they used a section of a webinar and wrote an article around it, embedding the particular section of the webinar as reference.

#8 Add to YouTube and Vimeo
Edited clips of your webinar can also be added to your YouTube and Vimeo channels, again another great way to interact with an audience who prefer something visual to watch, and to reach an audience who might not be familiar with your company or product yet.

#9 Share on social media
Sounds a bit obvious but don’t forget to share the on-demand version via your Twitter, Facebook and other social channels, directing prospects to a landing page with a webform to capture their details before they view.

#10 Add to your on-going nurture emails
Add a trailer for the webinar, or at least a link, to your nurture email campaigns. Prospects that you are building an on-going relationship with should have the opportunity to watch the webinar on-demand, even if they couldn’t make the live broadcast.

Have you got any other ideas on how to extend the life and ROI of a webinar? Let us know in the comments below.