Webinars are a fantastic way to connect with your audience but as more and more of these pile onto a watch list, people are feeling worn out - webinar fatigue is real.
This is likely because many webinars are repetitive and don't offer new or engaging content. So how do savvy marketers keep getting a high return on their investment in webinars? ON24 reported in the 2022 State of Digital Experiences report that conversion rates for curated content experiences increased by 15% points in 2021 compared to 2020.
While generating targeted content that delivers the right message, to the right person, at the right time, has always been the mandate of marketers, here are three ways you can create a more personalized experience with your webinars and grow the success of your webinar marketing program.
First, try repurposing the recordings of your webinars or live events. This is a great way to extend the life of your content.
Consider the different types, or mediums, of content your audience likes. What might they be interested in that’s not a webinar? Do they like long, technical written reports, or do they like to watch a summarized update?
You can break down your recording into smaller pieces and create blog posts, social media posts, or even create an entirely new integrated content campaign based on one segment of your original webinar.
Don't forget to promote your new content. Repurposing your webinar is a great opportunity to reach a new audience. Make sure you share your content on social media, on your website, and with your email list.
Live webinars deliver information in an interactive format and presenters should plan for questions during or after their talk. However, keeping everyone’s energy high and starting a conversation can be challenging.
To keep your presentation engaging, consider adding interactive moments throughout your presentation. You can do this by asking questions, taking polls, or holding competitions. This is also valuable first-party data to capture about your audience; David Fortino of Netline noted how smart marketers can use these insights.
"I think my perspective on this is all about intelligently triaging what you learn from your prospects, regardless of the format and channel and, or intent data that you're interpreting. A great example would be these webinars and these polls. And so, intelligent marketers, if you're running a webinar and you're driving attendee engagement and to responses, to poll-type questions, you're able to leverage those insights.
"Not only to just better understand the psyche, but also better contextualize and personalize outreach better. I would say enables sales to understand what to talk about, what not to talk about and someone that should live on well beyond the time period of just marketing, executing a webinar and capturing some data and stuffing it in a marketing automation system."
While you’re talking, avoid using jargon or “insider” language. This keeps the focus on your message, and not on googling acronyms.
Use elements like images, infographics, and videos to make your presentation visually appealing. If you can draw on the screen, try adding circles or arrows to your slides, like a sports commentator.
If your webinar is pre-recorded or you’re editing your webinar into shorter clips, an animated background image behind your slides and speaker adds movement and polish. Video editors can use tools like Adobe Premier Pro to manually add a background, and marketers can use video automation software like Parmonic.
When you’re planning your webinar, it’s important to think about how you can make your presentation stand out from the competition. How can you make your brand shine through?
Use your brand colors, fonts, and logo throughout your presentation. This will help your audience remember your brand and what you offer.
But how can marketers go beyond cosmetics? Think about how you can tailor your content to meet the specific needs of your audience to truly personalize the visitor's experience.
If you're worried about webinar fatigue, repurposing videos is a great way to extend the life of your content. You make your webinars more engaging by adding interactive elements and keeping the focus on your message. Think about how to make your webinar stand out with personalization and deliver the right message to the right person at the right time.
By following these tips, you can keep your webinar programs generating quality demand for your product or service.
To learn more about how Parmonic makes it easy for marketers to create bite-sized content that looks professional, and fast, book a demo today.