How can webinars drive results for design brands and architecture practices
Beyond the obvious approaches to launch a brand’s new product or service or to share your expertise, are there some alternatives that will help you stand out from the crowd?
Newsletters, social media postings, and paid ads are great ways to reach your audiences. However, online webinars can support your overall digital marketing efforts and make a difference to your audience outreach strategy by engaging them in meaningful conversations.
We have all lived through it. The global pandemic made online/virtual events an obligatory part of everyday life. Zoom was one of the fastest-growing apps during this time, with meeting participants increasing by 2900%, according to Business of Apps (April 2023).
Even though in-person events have resumed, many brands continue to take advantage of webinars to connect with their audiences. Moreover, with marketing budgets being cut across various industries, brands need cost-effective ways to keep their audiences engaged.
This is where online webinars can support brands in reaching their B2B audiences when physical events cannot take place. So, where do you start when looking to incorporate webinars into your digital marketing strategy?
Content marketing is key
Brands can leverage online webinars to build momentum for new product/service launches and collaborations. Website announcements and social media posts are good starting points. But when your objective is to raise awareness about new product/service launches or collaborations, hosting online webinars can provide helpful insights to your audience and present your product/service as the ultimate solution.
For interior design brands, this could mean partnering with a relevant designer to open a discussion about the latest hospitality design trends and how a specific product translates to this new trend.
When it comes to architecture practices, it could be a panel discussion led by senior associates about the new sustainability approaches used in past projects.
As you may be starting to notice, building a solid content strategy for your webinar can set you apart from your competitors. The latest topics of interest, trends, or important issues such as sustainability efforts and how brands can lead the change can be differentiation factors.
Sharing high-quality content, such as insightful tips and industry recommendations, will always keep your customers and industry peers coming back for more and potentially contacting your team to book a consultation, request product samples, and more.
Clearly communicate the outcomes of the webinar and what your audience can expect. For instance, a simple line like ‘In this free webinar, you'll learn about…’ is enough for your audience to consider if the topic is relevant to them.
Another important element is to avoid the so-called 'Zoom fatigue' by making your webinar interactive and not too text-heavy. Remember, brands that know how to nurture their community by encouraging the exchange of insights and providing space for questions are more likely to succeed in the long term, and this also applies to social media marketing.
Depending on the platform you are using for the digital marketing webinar, introduce polls and leave space for questions so your audience feels included in the conversation. If possible, you can introduce a competition to reward your audience for answering a survey.
The data collected from those interactions can provide valuable insights into your audience and their preferences. Make sure you create a sense of community and urgency when marketing your free webinar.
A smooth customer journey
Now that you have planned the content and secured the main speakers, the next step is to ensure that the customer journey is seamless. This includes before, during, and after the webinar. In other words, the promotion of the webinar, the actual webinar, and the follow-up after the event. Creating a seamless experience for your audience is key to unlocking the current and future success of your virtual event. Make your online webinar memorable by sharing insightful content in an engaging way and ensuring easy access.
We have outlined the main considerations and channels in a comprehensive table below:
In digital marketing, always take the time to consider all the touchpoints at every stage. Think about which platforms can be used to raise awareness about your upcoming event. For example, using LinkedIn's ad promotion can help you gain more traction with your audience (if the targeting is done correctly). And don't forget to incorporate the messaging into your newsletter strategy as well. Once the webinar is over, make sure it can be easily replayed and accessed on your website or through your newsletter content. Our tip is to repurpose content from your webinar into social media posts and blog articles to extend their life and reach your audience in different ways.
Equipment and platforms
Now that you've planned your webinar content and considered the customer journey, it's time to decide which platforms you should use to run your webinar. As mentioned earlier, Zoom has become a popular channel to stream live events and allows brands to take advantage of their registration forms. Any Pro, Business, Enterprise, or Education account can organize a LinkedIn Live.
For more information and step-by-step instructions on how to set up a webinar, click on Zoom's official website. Another way to build momentum around your products/services and collaborations is through LinkedIn Live. Read LinkedIn’s complete guide on digital marketing webinars here. The advantage of hosting a live event on LinkedIn is the possibility to create a LinkedIn Event and promote it through Event Ads.
Before launching a webinar, always test the sound, your internet connection, etc. beforehand. We recommend running a test webinar with your colleagues, who can share their feedback for improvement. Depending on the space where you are running your webinar, you might consider special lighting and adapting your background. If possible, you can also add some branding elements to your background.
Putting yourself and your team in front of the camera isn’t easy but peer-to-peer communication is one of the best ways to connect with your audience in an authentic way. Behind every product or service is an expert with invaluable insights to share with your audience. And coming back to LinkedIn, the recent algorithmic changes implemented in June 2023 mean that content based on advice and knowledge sharing from experts will be given priority over ‘general’ content.
Launching your first webinar can be a daunting journey. Our experienced digital marketing team can help you build content planning, select the best industry speakers, set up your LinkedIn Live account, and much more. Get in touch with our team to learn more about how you can reach your audiences.
