The COVID-19 pandemic outbreak has significantly changed how we interact with each other, at work and home. Whether its daily stand-ups, scrums, team meetings, one-to-ones, conferencing and networking, webinars or your weekly family lockdown quiz – invitations come in droves. Every. Single. Day.
The result has coined a new phenomenon known as ‘Zoom Fatigue’, described as the overall feeling of disinterest towards the over-saturation of online meetings and webinars. I think we can all agree that there is nothing worse for a marketer than a fatigued and disinterested audience. Our kryptonite, one could say. Then the question arises:
- How can marketers avoid the mistake of overdoing webinar effort to drive lead generation?
- What are the top tactics brands can implement now to combat the webinar fatigue?
- What new innovative ways are there to generate inbound traffic?
- How can brands keep audiences interested, given no one knows how long this pandemic will continue?
To help FinTech marketers to solve for these challenges and answer above questions, FinTech B2B Marketing community hosted a virtual panel discussion with leading marketing experts from the FinTech, RegTech, WealthTech and Financial Services industries. The session was well attended by marketers and FinTech founders across the globe.
I moderated the panel discussion and was joined by world-class panellists included April Rudin, Founder and CEO at the Rudin Group, Lucy Heavens, Marketing Director/Board Member at Wealth Dynamix and Co-founder of RegTech Women and Andrew Carrier, Founder of WhatsNext Partners.
“Our audience poll found that 85% of a marketer’s event strategy is focused on online and digital channels, with 14% identifying online and digital events as their most valuable lead source.”
During the session we conducted an audience poll which highlighted that 83% of marketer’s events strategy is focused on online and digital channels, with 14% identifying online and digital events as their most valuable lead source. As marketers, what can we do to create great webinars that engage our audiences? How do we keep our audiences engaged, and recognise how to use these digital tools as assets for data collection and lead generation?
Here are the top 5 tips from our expert panellists:
Tip 1: Define the webinar objective – ask yourself, will a webinar fulfil my requirements?
When determining whether a webinar is the best medium for your needs, take a look at your landscape and clearly define your goals and objectives. Are you looking to increase your networking capabilities, demo a product, raise brand awareness, improve client retention or build a community? A webinar can be a powerful outreach tool, but the decision to host one may not be the best tool in your sales and marketing arsenal for reaching your goal.
Tip 2: Understand who you are trying to reach (e.g. build a buyer persona)
Taking the time to understand who you are trying to reach is a crucial step when planning your webinar – the same way you start any marketing campaign. Understanding your target audience means that you aren’t wasting any of the precious marketing budget filling your funnel with people that are never going to buy from you. Having a solid idea of your target personas for every online event and webinar will get you far better-qualified leads.
“Audiences will stop listening if the webinar host makes the mistake of ‘lecturing’ them.”
Tip 3: Craft a compelling story that truly aligns with your webinar objective and buyer personas
When you think of your favourite story, there are probably several that come to mind. Whether fictional from your childhood or true-life stories from your past experiences, stories are essential to the human experience. When we tell stories, we connect on deeper levels, which is why storytelling can be very compelling when crafting your webinar messaging. Telling stories allows you to relate to your audience in a way they likely didn’t expect, and this is how you can get them to rally around a cause, a service, a product, or a solution. Audiences will stop listening if the webinar host makes the mistake of ‘lecturing’ them.
Tip 4: Focus on creating engaging, interactive content not lead generation
Most people who register for webinars do so intending to watch them on-demand. As marketers, we should prepare to deliver as much value in the recording as any other marketing asset. A well-produced webinar that resonates with your audience can become an evergreen asset for future webinars and available to download and view for attendees (and those that couldn’t make it) at their convenience. Focus your efforts on interactive, two-way, consumer-initiated contributions and give your business a higher chance of converting those registrants into a qualified lead.
Tip 5: Be creative – think about audience experience, participation and preparation
Try and test new guerrilla marketing tactics. Combine online and offline experience into your webinars. For example, wine and cheese tasting where you can ship a bottle of wine and cheese to your audience members then enjoy it together through a virtual experience.
Another one is pre-recorded events. Most of us are guilty of hosting pre-recording sessions. Although pre-recorded webinars allow you to control the narrative but think about how you can connect with your audience on a deeper level with live chat, polls, and Q&A, making your event more memorable and engaging.
To learn more on these 5 tips, watch the recording of the virtual panel discussion here: Webinar: How Can FinTech Marketers Battle Webinar Fatigue and Generate Leads?