Recorded webinars are great, right? You do not need to attend them as per the schedule, yet you get access to everything that you want to know.
As a marketer, you craft a webinar, run them online, follow up on leads and wrap up the entire process. But there’s more to this.
In 2020 Zoom fatigue became a reality and the situation has only worsened in 2021. With so many webinars happening all around, it's really stressful for marketers to use webinars as effective content marketing tools.
Contrary to what many believe, webinars are actually a goldmine in terms of content. Rather, recorded webinars are. Let me elaborate...
Benefits of Recorded Webinars
As long as your content is relevant, you can repurpose it and use it as an asset. Think about it. You spend a lot of time preparing for a webinar and promoting it. So, why not make the most of it? It wasn't long since marketers started recording webinars and sharing the links with attendees and registrants. Recorded webinars have come a long way since then.
Recording your webinar can yield a variety of benefits for you.
1. You can turn recorded webinars into shorter videos.
Sometimes, it is not possible for interested participants to attend a webinar. Neither is it possible for anyone to sit through and watch the entire webinar.
But when you split them into shorter videos, you can use them to your advantage.This can serve as Top of Funnel (ToFU) content that you can serve to recently acquired leads so that they can get to know your company better.
If you discuss a product on your webinar, maybe you can edit the important parts and create a nice product demo video.
2. You can score leads based on the viewership of your recorded webinars.
When you record your webinar and split it into shorter videos, put up both versions on your website. People can choose which version they want to watch.
Accordingly you can score them based on their activity.Notice how leads are engaging with your new video content. Use that behavioral data to your advantage for later. For example if a lead watches more than 75% of your recorded webinar, you know that you have a long-term customer waiting to qualify.You can also use a video management platform that integrates with your marketing automation tool to keep track of data better.
3. You can segment and nurture your leads better using data generated by recorded webinars.
You can segment leads based on the amount of video they consume. With both long-form and short-form content on your website, you can assign different scores for different activities.Take for example viewing the short form and long form videos till 50%. It should earn a lead of 10 points in the shorter version and 20 points in the long-form.This reveals the prospects who are genuinely interested in your brand.
You can also segment based on the exact videos they are viewing. If you see a lead engaging only with product-based videos, you know this is a prospect serious about buying. You can send them product related offers via email so that your communication too is relevant.This will make the nurturing process relevant and enjoyable for both parties.
4. You can repurpose your existing content by creating recorded webinars.
Content marketing has become an integral part of any digital marketing strategy. Your audience are busy people. So, it is not always possible for them to attend your webinars.
Having condensed versions of the same available on your website after the live event gets over is advisable. It is a great opportunity to engage those leads who were not part of the live event.
Moreover you can find out which of your subscribers did not attend the webinar. You can send the links of your recorded webinar to engage them.You have a better chance to generate more leads with this repurposed piece of content as well. Having a person talk directly to the audience is much more effective than having a slideshow presentation.
This repurposed content humanizes your marketing efforts more than anything else.
5. Last, but not the least, you can improve your future webinars using your recorded webinars.
You can use data to figure out what people like and dislike in your webinars. You can see how long people watched, which parts engaged most people and which parts did not work.
Let’s say the number of viewers are falling flat slightly after 75% of the event is over. Then, your webinar must be too long. You should consider shortening it. Take a look at which parts are re-played the most. Your audience wants to know more regarding that part. This is for sure.
Bottom Line
It is a boon for both Marketing and Sales to use recorded webinars. It helps to open up opportunities to generate more leads. This in turn helps you qualify more leads and transform them into long-term paying customers. When you record your webinars, there is nothing to lose. So, why wait?
Start recording your webinars right away and let us know how it helped you up your content marketing game.