Audiences worldwide have suffered from what is known as Webinar Fatigue, a new expression encapsulating the overall lack of interest resultant from being inundated by webinar invitations. Nonetheless, for businesses, webinars are a great way to capture leads.
Most webinars typically aim to solve a pain point that helps users understand the need for the product, solve a problem within their organisation, and so forth. Typically, it is a higher-level piece of content than you might find on the company blog, delivered by a key stakeholder within your organisation. It takes up a lot of time of key people within your organisation for a single moment of truth. Operationally, your potential customer(s) is constrained to a timeframe predetermined by your organisation. As a brand, you have to develop a compelling theme for a webinar, pray your internet works wonderfully and bet on your customer being available at a particular time. All in all, a bit serendipitous!
If the goal is to capture leads, why conform to the norm and set up another webinar? Instead of a webinar, why not try an email series. It is the gift that keeps on giving. An email series is an educational series that allows your customer to gain knowledge about the topic in question through a short set of emails over a limited time period, e.g. a week – perhaps five days to better Employee Engagement within your organisation or ten days to build a viral marketing campaign.
Email series, in my opinion, provide far greater value and efficiency. Your customers can access the content on-demand rather than wait for your next webinar. While webinars are typically 45 minutes to an hour long, an email series provides repeated exposure over a period of time – hence, better associated brand recognition. Moreover, you won’t need to take critical people within your organisation away from their primary responsibilities.
Moreover, in our new on-demand economy, the chances are your audience won’t want to wait for the next webinar. They want the information readily available. It is not always efficient to restrict people to a predefined time slot, even when they can access a recording.
Finally, you also get email subscribers – gold dust for any organisation!
Here are some example ideas:
5 Days to Reducing Operation Inefficiency
Improving Employee Engagement: A Practical Toolkit
5 Days to Understanding The Draft Safety Bill
Auditing Your Procurement Process