Your content needs to be very diverse.

Even though you do need to have a blog that is chock full of valuable information (you know, so you can boost ranking signals to the Google algorithm and make more money), these days you simply can’t rely on any one form of digital marketing or your competitors will leave you in the dust. You need to make sure that you take a multi-faceted approach towards marketing or you are going to miss out on a lot of unrealized traffic that could help grow your business.

Blog content (text), social media content, shareable content (ie videos or infographics), and onsite SEO are all necessary to drive traffic to your site. But there’s one area that a lot of businesses are missing out on. Can you guess which one?

If you want to rise above the noise in your industry and go above and beyond your competition, I’ve got one word for you: webinars.

Let’s take a closer look at how webinars can add immense value to your online presence.

A Stronger Connection with Your Audience

There are two ways that many blogs and websites try to connect with their audience. Firstly, they might post a professional looking picture of themselves in a byline or perhaps on their about page to give their audience an idea of what they look like. Secondly, many bloggers strive to create a personal tone and voice in their writing to better connect with their visitors. While these two techniques do admittedly help demystify the people behind the website, they don’t compare to webinars. With a webinar, your audience will get to see you and hear you speak. A webinar will help to pull the curtains back to see you as a real life person, and you’ll find that being more personable with your visitors will instill higher trust between you and your audience.

Educate Your Audience

Webinars should be more than a video filled with hooks and marketing messages. You should strive to use a webinar as a tool to teach your audience something of value. When you teach your audience something they didn’t know before that is of tremendous benefit to your audience, you will engage visitors to your site like never before. Instead of another boring slideshow that looks like a PowerPoint presentation, a webinar will help your audience better understand how you can help them personally.

Lead Generation

You might be surprised to learn that webinars are one of the most powerful ways to garner a larger audience and attract sales leads. Not only can you share your webinars with people on YouTube (the 2nd largest search engine in the world), but you can also make them very shareable through social media links. In a social media context, you’ll find that videos spread a lot faster than written content. While blog content in the form of writing is still a powerful tool, social media users usually take the path of least resistance. They would rather watch a video than flex their reading comprehension muscles.

Direct Interaction with Your Audience

True webinars are live, and they provide the opportunity to open up a direct communication channel with your audience. As opposed to a YouTube video that didn’t have a live audience during filming, webinars excel at allowing your audience to ask you questions on the fly. You simply can’t compare social media posting options on your blog or emails to webinars because they allow live interactions. Instead of using a keyword tool to try to discern related topics that your audience might be interested in, you’ll have the chance to ask them directly.

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Build Contacts and Subscribers

You also have the opportunity to build your mailing list or contact list. If a member of the audience during your webinar has never heard of your brand or business before, you can use the experience as a way to capture more email addresses – which you can later use to increase your sales funnel by engaging in email marketing. Who do you think a lead is going to respond to – someone who actively engaged them and answered their questions in a webinar or one of your competitors who only posts blog content?

Trust and Credibility

When a lead has the ability to see you speak during a live webinar, they are going to be able to see that you know what you’re talking about. Not only will this help members of your audience trust you more, but it is going to make your credibility skyrocket. In turn, this will help increase your conversion rate.

Divorce Your Time from Your Income

After you have recorded a live webinar, you have created a passive lead generating asset that works for you. Instead of needing to continually work on new portions of your marketing campaign, that webinar asset will be sitting there doing work for you. Even after the webinar is over, it can still be used to generate leads and conversions months down the road through automation.

In Summary

If you really want to stand out from the crowd and create powerful, effective, and inexpensive content, you really need to create a webinar event. It is likely that most of your competition isn’t hosting a live webinar for three reasons. First of all, they may not know how to set one up. Secondly, they may not even be aware of them as a viable marketing strategy. And lastly, you competition could even be a little camera-shy.

But what your competition is failing to do only creates opportunities for your business. There are too many benefits of webinars to ignore. Even if you feel that a webinar won’t add value in your specific industry, you can – at the very least – create video content that will surpass your competitions marketing efforts.

About 

Will Hanke owns Saint Louis' top independent Internet Marketing firm, Red Canoe Media. In addition to helping some of St Louis' most recognizable brands with their online marketing strategy, Will also is an Amazon bestselling author, speaker and teacher.