When business owners and marketing departments think of using webinars or webcasts to generate sales leads, they often first consider live events. These events may also be recorded and shared with attendees after the fact, but most have interactive components that create immediacy and connection.
But you can use on-demand webcasts to generate sales leads, promote account-based marketing campaigns, and even assist in demand generation for top-of-the-funnel sales leads. Best of all, you can repurpose content you’ve already created for virtual or hybrid events, past webinars, or even YouTube videos and podcasts.
In short, on-demand webcasts give your webinars additional staying power, which means more opportunities for lead generation — and conversions.
Create an On-Demand Resource Center
Start by making a list of any content you have that can be used for lead generation. If you’ve been hosting virtual events or webinars throughout the pandemic, chances are you have hours of footage that you can repurpose.
Gather it all in an on-demand resource center that resides on your website. From there, you can use marketing tactics such as email campaigns, paid search, and social media to promote your resource center.
Focus on Prospect Pain Points with On-Demand Content
As you post material, look at holes you might have in your content. Ask internal employees for their feedback in identifying pain points their sales prospects often have. Build new content focused on solving these pain points to create stronger demand generation campaigns and keep the content in your resource center fresh.
Remember, every new webinar you create can turn into on-demand content after the live event. PGi’s GlobalMeet platform makes it easy to schedule, host, present, and record professional, quality webinars.
Be Careful How Much You Share
If webinars are easily accessed “on-demand,” you’ll have less control of the audience. Since you can’t review the attendee registration in advance, you can’t recognize and sift out potential competitors who may be looking to steal your content or, worse, your strategies, services, or products.
In an ideal world, this could never happen. But you have to protect your intellectual property if you are putting on-demand webcasts in the public domain. Make sure that any content, including product demos, doesn’t give away proprietary information that competitors can steal. It may be wise to have the legal department review any content designed for on-demand webcasts to protect your brand and its intellectual property.
Request a demo of PGi’s GlobalMeet Webcast platform today to see how adding on-demand webcasts to your marketing strategy can help you generate more leads.