Webinars have a schedule. Buyers don't. Buyers are solving problems and buying solutions whenever they have a need. Your content needs to be ready for buyers whenever they want to engage. People are coming to your website 24/7/365 and your content needs to be at its best to work on your behalf.
Webinars are like a real-estate asset. If you take care of it, you can earn rent and become rich. If you ignore it, it's just a fast-depreciating asset.
Webinars have set schedules, but buyers don't operate on a timetable – they're tackling problems and seeking solutions whenever it suits them. To better support your audience, it's essential to ensure your content is always available for engagement. With people visiting your website 24/7, it's important to keep your content at its best to serve them whenever they drop by.
You can create a registration page to gate access to webinars. The registration page typically includes some text. Upon filling out the form on the registration page, viewers are redirected to watch a (usually long) webinar and expected to move forward in their buyers' journey.
Different buyers have different preferences. Instead of asking everyone to watch a long recording, give them the choice to consume what matters to them. Let users personalize their content journey.
Highlight important points and let viewers build their own personalized webinar consumption journey. Do the hard work for buyers because if you make them work hard, they will leave. Suggest the best parts to viewers and give them a quick, low-risk opportunity to engage.
Supplement these efforts by using email, social media and ads to drive people to your webpages.
Based on your analytics set-up, you can give email recipients VIP access to the key moments instead of asking them to fill out a form again. This can be done by creating separate landing pages for anonymous visitors and known audiences.
Convert more registration page visitors to leads. Drive more viewership of content locked in webinars. Reduce webinar drop-off. Extend webinar shelf life and impact.
Protect your webinars from decaying and capture a bigger share of buyer's time by asking for less time.
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