You have heard the saying “It’s not about the destination, it’s about the journey”. To a degree, this applies to marketing in general, content specifically, and not least of all webinars too. By using different webinar formats, you can offer your audience a content journey.
Each format (or part of the journey) addresses specific requirements. In doing so, you are able to:
- Increase audience attendance conversion
- Increase content relevance
- Increase content recall
- Increase audience engagement
- Increase call-to-action response
- Increase audience loyalty
- Increase return attendance
Importantly, journeys are seldomly linear (top of funnel to bottom of funnel). The availability of a range of webinar formats allows for the journey to be self-determined by the audience. It doesn’t matter where a prospect enters into your content ecosystem. If you offer them the ability to select to go “back” to an earlier (i.e. more general) piece of content or indeed take the next step to a more specific piece of content, you are able to track their journey based on their self-selected path.
By combining the insights from the prospect’s path with behavioural insights from interactivity (polls, questions, surveys etc), you can build up a picture of a prospect for lead nurturing and improved sales engagement. This approach ultimately leads to sales acceleration and improved lead generation results.
You have a choice of webinar formats. And making the right choice will make you stand out from the crowd. Remember that different audiences have different content requirements. Either you serve those requirements or someone else will. Take your audience on the content journey they crave. In doing so, you engage your audience, create loyalty, and gain valuable insights into their preferences, behaviour, and interests. By offering a range of webinar formats, you will lay the foundation for improved lead generation, sales engagement, and audience satisfaction. With webinar formats you can create a conversation, using the scale medium of webinars and digital events.
Get in touch to find out more, or simply let us know which formats you are intending to use over the next 12 months. We love talking about formats and all kinds of other webinar geekery. If you enjoy doing the same, we’d love to hear from you.