There are different types of webinars you can host from time to time. On demand webinar is just one of them. But if you are just getting into webinar hosting in general, you may be unable to tell the difference between them.
Irrespective of your background, the nature of the business goal in view will determine the type of webinar that is suitable. In this post, we’ll focus specifically on how you can leverage on demand webinars for generating quality leads you can convert into customers.
Perhaps, you will not generate any leads if you don’t publish and promote your webinar effectively.
How on demand webinars work
On-demand webinar is a pre-recorded video presentation or event that people can access at their convenience. They work by allowing individuals to watch and engage with the webinar content whenever they choose rather than attending a live event at a specific time. This flexibility enables businesses and organizations to reach a broader audience and generate leads by providing valuable information, product demonstrations, or educational content while capturing attendee data for follow-up and lead nurturing.
Difference between on demand webinar and live webinar
On-demand and live webinars represent two distinct approaches to sharing content and engaging with an audience. The primary difference between the two lies in their timing and interactivity. Live webinars are scheduled events that occur in real time, allowing presenters to engage with the audience through features like polls, live chat, Q&A sessions, and polls. Through these engagement features, you can ask questions and gain actionable insights from the audience.
This interactivity fosters a sense of immediacy and connection with viewers, providing an opportunity for direct engagement, feedback, and questions during the presentation. In contrast, on-demand webinars are pre-recorded, enabling viewers to access the content conveniently without the real-time interaction of live webinars.
Another key difference is the level of control and flexibility each format offers. Live webinars require presenters to be available at a specific date and time, which can limit participation from a global audience or individuals with conflicting schedules.
On-demand webinars, on the other hand, provide flexibility for both presenters and viewers, as the content is available 24/7, allowing a broader range of people to access the material when it suits them best.
Benefits of on demand webinars
If you have never tried it for once, you might wonder what the potential benefits of on demand webinar might look like. Based on our experience in using a platform like Cloudpresenter, we have highlighted some of the things you stand to gain from hosting this type of virtual event. However, the extent of the benefits and profitability of webinars often varies from one context to another. Check out the pointers below.
1: Extended reach and convenience
On-demand webinars are the perfect solution, allowing you to reach a global audience across different time zones. Prospective leads can view the content at their convenience, increasing the likelihood of engagement. This convenience makes it easier for individuals with busy schedules or those who missed the online event to access your content and provide their contact information for lead generation.
2: Evergreen content
On-demand webinars serve as evergreen content assets that attract leads long after the initial recording. This means you can capture leads over an extended period, maximizing the return on your investment. Unlike live webinars that have a limited time frame for lead generation, on-demand webinars have a more extended shelf life, continually attracting and converting leads. Hence, you can embed the registration links or widgets on any traffic-generating page on your website.
3: Lead capture and data collection
On-demand webinars can be set up with lead capture forms and registration pages, allowing you to collect valuable attendee data, such as names, email addresses, job titles, and company information. This data provides insights into your audience and can be used for personalized follow-up, lead nurturing, and marketing efforts.
4: Segmentation and targeting
With the data collected from an on-demand webinar room, you can segment your leads based on their interests, behaviors, and engagement levels.
This segmentation enables more targeted and personalized lead nurturing strategies, increasing the chances of converting leads into customers. You can tailor your messaging and content to specific audience segments for better results. Based on our findings, segmentation and deeper targeting are cost-effective ways to get more conversions from the same pool of attendees. Moreover, you can use the data collected to improve the attendee experience for your future events.
5: Optimized lead nurturing
On-demand webinars can be integrated into lead nurturing workflows. You can follow up with registrants and attendees through email marketing, providing additional relevant content and calls to action. By delivering content that aligns with their interests and needs, you can move leads through the sales funnel more effectively, ultimately increasing the quality of leads and improving the conversion rate.
How to host on demand webinars for quality lead generation
For some sales teams and marketers, hosting live webinars is the only thing they know how to do. In some cases, most people don’t know how on demand webinars work. But now you know the potential benefits, we have provided a detailed step-by-step guide for hosting your first or next on demand webinar.
1. Define your goals
Start by setting clear goals for your on-demand webinar. Are you looking to capture new leads, nurture existing ones, or showcase your expertise in a particular area? Understanding your objectives will help shape your webinar's content and promotion strategy.
2. Choose a compelling topic
Select a topic that resonates with your target audience. It should address a pain point, offer valuable insights, or solve common problems within your industry. Research trending topics and use keyword research tools to identify what potential attendees are searching for.
3. Create high-quality content
Craft engaging and informative content for your on-demand webinar. Ensure your presentation is well-structured, visually appealing, and easy to understand. Use a combination of slides, graphics, and videos to make the content more engaging. Consider including case studies, success stories, and practical tips.
4. Record and edit
Pre-record your webinar to maintain control over the content and ensure a polished presentation. Use good-quality microphones and video recording equipment to create a professional look and sound. After recording, edit the video to eliminate errors or distractions, ensuring a smooth viewing experience.
5. Set up a landing page
Create a dedicated landing page for your on-demand webinar. This page should contain an enticing title, a brief description, the webinar's benefits, a registration form, and a call-to-action (CTA) for lead capture. Optimize the page for SEO and make it visually appealing for people to understand the value of the content you're presenting. With a dedicated landing page, you'll be able to run some A/B tests to identify conversion drop-off points and reduce friction.
6. Implement lead generation forms
To access the on-demand webinar, viewers must provide their contact information through a registration form. Keep the form concise, asking for essential details like name, email address, and job title. Consider using progressive profiling to gather more data gradually over time.
7. Develop an email marketing campaign
Create an email marketing campaign to promote your on-demand webinar. Craft compelling, personalized email content that highlights the webinar's value. Send invitations to your existing email list and use automated follow-up emails to encourage registrations. Besides, email marketing is another proven strategy to keep attendees engaged long after watching the main content. To get the best results, consider integrating with other relevant third-party tools.
8. Promote on social media
Leverage your social media channels to reach a broader audience. Share teaser videos, graphics, and posts about the on-demand webinar. Use relevant hashtags and encourage your followers to share the content with their networks. You could also consider using LinkedIn advertising to promote the events across diverse audience segments and job titles.
9. Optimize promotional blog blog posts SEO
Optimize your on-demand webinar landing page for search engines. Incorporate relevant keywords, meta tags, and descriptions to make it easier for potential attendees to find your webinar when they search online. Interestingly, you can also promote the recorded content through strategic guest posts.
10. Choose a webinar software platform
Select a reliable webinar software platform to host for your on-demand webinar. Popular choices include YouTube, Vimeo, or dedicated webinar platforms like Cloudpresenter, Zoom or GoToWebinar. Ensure your webinar solutions allow lead capture and integration with your CRM system.
11. Enable analytics
Utilize analytics to monitor the performance of your on-demand webinar. Track metrics such as attendance rates, conversion rates, audience engagement, and drop-off points. These insights can help you refine your strategy and improve lead-generation efforts.
12. Follow-up and nurturing
After the webinar, it's crucial to follow up with attendees and registrants. Send a thank-you email with links to the recorded webinar and additional resources. Continue nurturing leads with relevant content and offers to move the pre-recorded webinar attendees further down the sales funnel. As part of the webinar planning process, you should make it a high priority to follow up as often as possible.
13. Refine and iterate
It is important to access the performance of your pre-recorded webinars and gather feedback from attendees. Use this information to refine your future webinars and tailor your lead generation strategy to meet the needs of your audience better.
Hosting on-demand webinars for quality lead generation can be a highly effective strategy when executed thoughtfully. By providing valuable content, optimizing your promotion efforts, and nurturing leads effectively, you can leverage on-demand webinars to grow your business and establish your authority in your industry.
Follow this guide, and you'll be on the right track towards using on-demand webinars to attract potential customers to your business.
Across different industries, many B2B marketers have found diverse use cases for live webinars. For example, when you want to gain a deeper understanding of your existing customers, you can host live events and use surveys, polls, and live chat to interact with different customer segments. But when generating qualified leads, on-demand content seems to be the best option.
Depending on the chosen webinar app, you can leverage automation to bring people to your registration page and keep them viewing the pre-recorded online event while you are busy doing other important things. As more people register to watch the content in real-time, you can automate lead nurturing while converting some of them into customers.
And that is something you may not be able to achieve with other types of webinars. Sign up for a platform like Cloudpresenter and see how to generate leads from viewers of on-demand webinars.