Building a Multi-Channel Webinar Strategy

 In B2B Engagement Marketing, Uncategorized, Webinars

Is your business looking to gain client loyalty and improve its ROI? Creating a multi-channel webinar at BrightTALK may just be your answer. BrightTALK’s recent webinar “Building a Multi-Channel Webinar Strategy” hosted by David Pitta, Sr. Marketing Manager, Demand Generation, explains how to strategically lead a multi-channel webinar program.

Pitta shares that today’s top businesses benefit from running a multi-channel webinar strategy that continuously delivers relevant content to fragmented target audiences while centralizing and standardizing data capture. In other words, it’s a recipe for ROI. Take it from Pitta: His team is executing this plan across six BrightTALK Channels with 40,000 subscribers and counting. Here are the steps he shared that you can take to duplicate his success.

1. Create a segmented multi-channel content strategy

The first step of creating a segmented multi-channel content strategy is to determine the target audiences you want to reach. To design an optimal community, each group should be measurable, accessible, unique, durable and sustainable. Consider segmenting your audience based on their demographics, product interests or stage in the buying cycle. BrightTALK, for example, mainly segments its audience by industry. Finally, it is important to gain the trust of your audience. This can be accomplished by planning educational content that will solve challenges for the general audience and for the segment. After the presenter gains the community members loyalty, they will be more open to learning about your products and will potentially purchase your product to solve their specific challenges.

2. Distribute content across paid, earned and owned locations

Circulate content to various media whether they are owned, earned or paid to reach the largest, relevant audience possible. Owned media, such as internal databases, websites, acquired lists and online communities, are the most likely to drive a high number of registrations. However earned and paid media may drive more impressions. Media can be earned by encouraging your contacts or network to promote your webinar through social sharing, by embedding your webinars on relevant websites and by establishing symbiotic relationships. Using paid media enables you to extend your reach to people who would otherwise not access your content. This can be done through digital display advertising, experts sponsoring your content and utilizing contacts from an external community owner.

3. Syndicate content between channels

Content syndication is an important part of a multi-channel webinar strategy because it allows speakers to publish a webinar in multiple channels and to control access to the content. An example of related channels that BrightTALK manages is Media and Marketing Channel, Technology Marketing Channel, and Asset Management Marketing Channel. Syndicating content between these channels increases the number of people invited to attend the online event through automated emails. It also raises the likelihood that more audience members will find your content as they browse the channel they normally frequent. This boosts the exposure of your content and subsequently that of your company and its products.

4. Unify data capture across channels

Finally, collecting the same data across the channels enables you to create a unified, centralized profile that can be augmented with viewing information. Capture and record the same information such as name, industry, email and viewing history for each attendee. The first and last source of the subscription should also be recorded to monitor the performance of different promotional activities. Lastly, engagement metrics should be captured and passed on to the sales team to help them understand audience members’ reactions to the webinar through comments and ratings as well as their responses to polls and surveys. This information could provide insight into where they are in the purchasing cycle or additional demographic information. For example, the unified data capture system helps BrightTALK determine who to follow up with through lead scoring and better understand how to attract future viewers.

Delivering personalized webinar content across multiple channels helps to give your audience the information that interests them the most. Multi-channel, educational webinars gain the trust and loyalty of your target audience; they demonstrate that your company’s expertise helps to address the challenges your target audience faces. This increases the exposure of your company and products and makes audience members more open to learning about and purchasing your products. In summary, by investing time in creating a multi-channel webinar strategy, you can encourage client loyalty and generate a higher ROI.