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Every business is looking for ways to be more efficient. There is an endless list of tasks and strategies to be tested, and usually very limited resources.
Because of this, content creators typically finish a project and rush on to the next one. You get obsessed with "the hustle," and don't think enough about getting the most from your hard work.
This is especially the case for webinars. We think of these only as _live _events. Once it's over, it's over.
But there are ways to reuse webinar replays and get more from these resources. You took the time to plan and present this webinar in the first place, and you need to ensure that you make the most of it.
Here are six strategies to make your past webinars keep working for you.
This one is obvious, but also vital. Even the best webinar platforms average around a 50% attendance rate. Which means that there are plenty of people who didn't catch your presentation live.
But just because they didn't show up, doesn't mean they're not interested. At some point, they wanted to hear what you had to say. And you can still deliver this to them to watch on their own time.
It only requires two simple steps:
Good webinar solutions will even automate this process for you, so it doesn't have to be a hassle.
There's nothing to lose by sending out your webinar recording. And it's another useful chance to connect with your prospects and customers.
For many customers, the first place they find your business is through the blog. They may have no idea that you even host live, dynamic webinars. So why not show them?
Video content is popular and visually appealing, and can even boost traffic. So consider embedding past webinars in blog posts to help people find them.
But to make this work well, you need to add a little more. Provide a transcript of the conversation below the video. This helps people skip ahead to find the parts they're most interested in.
This will also help your SEO as you will end up with a blog post full of great keywords, which should help traffic. And you need content on the page if you want Google to pick up on the post.
Or you could write a summary of the webinar with a few extra insights. This shouldn't take too long because all of the research was already done.
Here's how it can look like:
Webinars are often gated, and not everyone wants to open this premium content to the world. If you'd rather users fill out a form, provide a short teaser clip in the blog post, and then show them where they can watch the rest.
Which brings us to the next point...
Just because the webinar is finished, that doesn't make it less interesting to new viewers. In fact, as we said above, many users don't want to have to attend at a specific time on the right day.
They want access to content now. Make webinars available to stream on-demand, as soon as a user discovers them.
Here's our current on-demand webinars listed on our company page:
Choose a webinar platform that lets your easily create an on-demand webinar and registration page. This can work either by transforming a past live webinar session, or uploading a pre-recorded video.
And one way to help users find these on-demand webinars is...
Once you've generated leads, you need to keep them engaged right through until they talk to sales and (hopefully) buy. Typically, you do this with content. Ebooks, customer case studies, or simply blog posts.
But webinars also make a great resource to send to prospects. They're a change from the usual formats, and they give them the chance to hear and see the real people behind your company.
Plus, they fit easily into your existing nurture campaigns:
Good nurturing campaigns require you to push different buttons. Not everyone wants the same ebook, so change up content formats and see if they have a bigger impact. Webinars are a perfect example.
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You don't even need to keep your webinar replays in one piece to reuse them. In fact, editing them down to their most interesting snippets can be very powerful.
Take the best 30-second moments from your webinar and turn them into short social media videos. The best ones include personality - a passionate presenter or an interesting debate between two speakers.
This requires a few simple steps:
Obviously, this should be done mainly with top-of-funnel content. Social media can help you attract new business. But users want ideas, not product demos.
Pull out key statistics or eye-catching quotes. These are what social media runs on.
If you're not worried about keeping webinars gated, they're a good way to get more video content out there into the public without having to invest in new resources.
And they're a great way to introduce new users to your brand. YouTube is one of the largest search engine in the world, and Facebook still puts a real emphasis on video. Users are looking for new videos, and your webinars are ready to be shared.
The kinds of webinars that will work well on YouTube or Facebook:
When in doubt, have a look at the kinds of business content already succeeding on these platforms.
If you're going to post webinars to YouTube, think about keywords. Identify webinars that tackle a popular or interesting topic that someone might search for.
Optimize these listings to include strong keywords, just as you would for a blog post.
And finally, make sure you include links back to your website and the rest of your webinars.
Repurposing resources is just smart content marketing. If you've dedicated time and effort to creating something good, it would be a shame to use it once and then move on.
And yet, this happens all too often with webinars. Because we think of them as live events, all the energy goes into getting ready for the big day. And then it's easy to forget all about them.
Don't let that happen. Make your webinar replays work for you from now on.