B2B Webinar Strategy Guide: Webinar Delivery
B2B Webinar Strategy Guide: Part 3
In the last part of our webinar strategy guide, we’re looking at the start of the show: B2B webinar delivery! It goes without saying that your webinar host needs to deliver a session that doesn’t just grab attention, but keeps it. Show passion and don’t shy away from being personable!
Keep reading for our top webinar tips to see how you can:
- Keep people engaged
- Nurture your audience
- Add webinars to your marketing mix
(Click to catch up on Part 1: Types of Webinar and Part 2: Webinar Logistics!)
Remember who your audience is
We all know how easy it is to get distracted by what’s kicking off in your company Teams chat or the email marked ‘urgent’ that’s just popped up on your second screen. At the end of the day, the audience joining your webinar are people – so speak to them like it!
“The best style of B2B webinar delivery is a conversation, not a sales pitch. Add humour (where appropriate), share experiences that make you relatable, and speak in a tone that’s the right level of formal for the topic – and accessible for your audience. You want them to feel connected to what you’re telling them and you want them to trust you, so they go on to trust their business with your brand.”
Gabrielle, Content Lead at Halston B2B
B2B webinar delivery: Keeping people engaged
You can also make use of in-webinar platform tools like polls, live chats, Q&A feeds, and even emoji reactions to keep that connection feeling ‘real’ with your audience. A simple “react with a thumbs up if you understood that!” is two-fold – it lets you know where your audience’s understanding is so far, and it also prompts them to do something, keeping them engaged. You’re then better informed to tweak the next part of your session to their needs, making the content more relevant and valuable to them.
It’s also a good way of checking the technical aspects of the session are running smoothly – no-one wants to join a 60-minute session that’s plagued by poor sound quality!
How to nurture a B2B webinar audience
So, your webinar got lots of sign-ups, you delivered it well, the recorded session has been downloaded tens of time… But your webinar ending is only the beginning. To get the most from your B2B webinar, you need to have a strategy in place that continues to nurture your attendees. That could be:
- A round-up email with links to the session on-demand and a written round-up
- A series of blogs that explore topics brought up on the webinar further
- Sharing details of other webinars you think they’ll find useful
- Signposting how they can get in touch with you to ask any questions or get more information on what you discussed on the webinar
It’s also worth reviewing the webinar itself. Was there a particular question that flooded the Q&A feed? Maybe there was a part of the webinar where you noticed your audience being more active than other parts. Have you seen a spike in a specific section of the session recording that’s been rewatched multiple times?
B2B webinar insight
There’s so much insight you can gain by taking the time to look through the data that your webinar, and its supporting activities, produces.
When you’ve got a better understanding of what your audience engages with, what appears to be disinteresting, and the types of information they’re looking to gain from your sessions, you’re better equipped to cut out a webinar strategy that’ll offer them – and you – results in return.
Add webinars to your marketing mix!
Sounds like a no-brainer, right? Good news – you’re in the right place to make webinars a reality for your B2B brand. Just ping an email to our team or give us a call and we’ll get the ball rolling on how you’re best to add webinars to your marketing mix.
Contact us