How to Get Started With B2B Marketing Webinars

In the latest edition of the Industrial Marketer Podcast, co-hosts Joey and Nels offer suggestions on how to get started with webinars, which can be especially effective for long buying cycles and niche manufacturing marketing. They are a preferred method of gathering information, create a dialogue with qualified leads, nurture relationships, and have high conversion rates.

Transcript

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Joey Strawn: 0:00

Welcome back, everybody to another episode of the industrial Marketer Podcast, your place for the tips, tech trends and tactics for industrials who care about driving leads and revenue to their businesses. Welcome back, everybody. I'm so happy to have you here for another episode of the industrial Marketer Podcast. As always, I'm one of your hosts, you know me, I'm your second favorite, Joey. And as always, I'm joined by the spring bloomin Nels hills. Now, how are ya, man?

Nels Jensen: 0:34

I'm doing very well. Thank you join me for the introduction.

Joey Strawn: 0:38

You are more than welcome. I am excited to dive in today with you. Because we are wrapping up our q1 discussion of the technology of marketing. And we focused on a handful of very buzzworthy topics. So far, we've talked about AI, we've got into the tech stacks and all the things that people really need to consider. But today, you and I are talking about a very specific kind of technology and a very specific deliverable. Now, so you want to give our listeners the lowdown on what we're talking about today.

Nels Jensen: 1:15

Yeah, and we're talking about that rare case where you can completely do it yourself or just easily outsource it. So we're we are talking about video marketing in the in the realm of webinars.

Joey Strawn: 1:30

Yes, webinars, everybody we have got here, we finally came around, we've heard you asking for it. And we know that video marketing and webinars are on the tip of everyone's tongue. They're on, they're on everyone's brain right now. So we thought what better way to wrap up and start this spring wrap up winter and start this spring season by talking about getting out there, getting your knowledge out there and start generating leads through making partnering or delivering good webinars to your audiences. So this is going to be a fun one, we're going to dive in a little bit. You know, if you haven't been convinced so far on the benefits of webinars, they fall into that sort of video marketing realm. I mean, now you and I talked about the different types of content and the different types of deliverables on this show all the time. I mean, video specifically has become so important as of late, and even as a writer and as a content creator yourself. I mean, you're coming across these videos and researching videos. I mean, it's just seems to be everywhere nowadays, is people taking in information via video medium.

Nels Jensen: 2:40

Yes. And I think as once we dive into it that, you know, yes, a webinar is just one piece of the video marketing pie. But you can, you know, and maybe this is maybe I use a really bad analogy there because you can use components of a webinar, and repurpose those some aspects of webinars as well. But webinars have been around for a very long time, but they're evolving just like everything else. And, you know, video marketing, you know, we know video marketing, increases traffic, we know it, you know, generate some leads, but, you know, what, how, what do you what do you think? What's your guess? What's my answer for the number one reason to do video marketing?

Joey Strawn: 3:29

Honestly, I think you were you were touching on all the important points there. I mean, honestly, if you dive into some studies, and we'll have this in the write up for the episode, but, you know, we're seeing that if you ask marketers across the spectrum, specifically, even in b2b, we're finding that like 87 or more percent find that video marketing and video elements increase traffic to their website or their channels, you know, you said generating leads, we see like 85 or more percent say that video helps them generate leads. More than that, though, I think there's a very key element to video marketing is it helps generate good ROI. By increasing the understanding of products and services, it's a lot easier to explain how your product works, how your service can provide a solution to your audience in a five minute video in more than, you know, long Yeah, I'm written content.

Nels Jensen: 4:26

Yeah, it's the right answer under basically it's easy to to explain your product and services in a way that people can understand. So yes, that's you know, and as we know, video, there's so many other uses too, whether it's reporting you know, sales calls or whatever else but yes, the the ability to do some visual storytelling about your product or service, you know, you can get into the weeds you can be general there's just but video is a medium that everybody relates to. So So yeah, just increasing that understanding, I think is the is the, is the key ingredient. And I think once we get into once we get into webinars, well, we can get into that in great detail, because that's plays to the strength of the medium.

Joey Strawn: 5:17

Exactly. And I think that's one of the real key reasons. It's a great deliverable within the video marketing realm. I mean, one thing you mentioned was sales calls, I found a really interesting stat, that a good video marketing channel has shown to reduce sales calls for like 50 people 50% of the marketers enabling them, which is a weird kind of addendum appendix side of this is like, Oh, well, we put such good information out there. We don't get as many help and support Yes, yeah. Well, our team can focus on doing other things.

Nels Jensen: 5:51

But that's what you know, the way the the industrial buying Dirty Works is, yep, people people do what what is the latest stats 70% of the research before they talk to somebody, it works, it works in reverse to the better job you do presenting information on their terms, right now, the more they're gonna dive in and understand before, you know, they talk to you so that that can work in your favor, if you're doing a good job presenting the information, you know, to them in ways that they want to receive it.

Joey Strawn: 6:23

And I do want to tease a little bit because we're going to dive into how to use and how to break apart, you know, webinars and different elements and how to use those in your video marketing strategy. But you know, when we talk about video marketing, you can get everything from, you know, case studies to the FAQs done via webinar, via video, product demos, or software demonstrations. But today, what we're focused on is the actual medium of the webinar. And so that's where we want to spend a lot of our time now, we're going to talk kind of across the board, there's a lot of different ways to approach webinars, and you don't have to think of them in one particular way or the other. You know, most people think of webinars as the live presentations that have the q&a is at the end, but recording them previously or prior, recording them. And then having them in a library or promoting their existence is also a way to do this. And there's ways to partner if you don't feel like you have the depth. So hang in there. We're gonna dive into a lot when we're talking about the webinars. But one of the reasons that it's so important, and one of the reasons that we're definitely spending an entire episode talking about it is when it comes to business, to business, sales, marketing, information gathering, and specifically within the industrial sectors, we are seeing that 91% or more of professionals in those industries, choose webinars as one of their primary ways to gather information up to the point where some are seeing like, professionals in these b2b industries have at least one webinar for themselves to go to every single week. So like we're seeing the prevalence of this being a channel that is useful, as long as what you're putting out there. Is is helpful. I mean, when I mean Nels, I know that you and I as when we're gathering information, we've gone to webinars, you know, just to gather our own education and our own deepen our own knowledge and studies, like what do you find about the webinar experience that you're able to connect to more so than some of the other mediums?

Nels Jensen: 8:36

Yeah, so you know, anytime somebody is presenting a webinar, you know, there's, there's more than one dimension to it, right, they're showing something on a screen, they're also discussing something. So usually, there's additional context that comes through that. It could be the talking points. It just could be the reinforcement of a talking point with what you're seeing on a deck. And of course, you have the benefits of questions and dialogue, where other people might be asking questions similar to yours. Or they might be asking a question that you hadn't thought of, or they might be providing, you know, it's just another avenue for additional perspective and information.

Joey Strawn: 9:20

Yeah, I would agree and what some of the most effective webinars that I've either put on or even attended myself, have had a very lively discussion. And it has been some that I have either learned something because someone asked a question that I wasn't anticipating, or I have gone to the webinar with a question in my mind, and it's either been answered don't during it, or I was able to ask that question and have it directly answered. I mean, one of the things and one of the reasons that we specifically within the b2b world in the supply chain realms, push webinars is it's a higher level conversion piece. So think about So you've got these professionals, they have answers, you're not going to attend a webinar, and take up an hour or more of your day unless it's something that you're a interested in B need to be interested in, or C are learning and want to be interested in. So you have kind of a pre made ROI with webinars of you may not have the largest attendance and you may, you know, see a drop off from the attendance numbers to who actually shows up. But the people that are there are high quality leads. And that's what we see with ROI with webinars is that seems to spike something like 15, anywhere from 15 to 20%. Of webinar attendees are considered valuable conversions. And they do convert. So we're seeing like big numbers in the realms of webinars and their conversion tactics. So that's a really interesting way to be able to say hi, I'm not only giving you information, but I am conversing with you in real time answering your questions, and encouraging you to convert while I'm here. And that's a very interesting connection method that not a lot of content pieces have. I mean, most of them he knows think about the content that we create on normal basis. It's researched, vetted, proofed, we put it out there, and then we watch what happens, it's not really that give and take two way street of content, like a webinar or is.

Nels Jensen: 11:24

Sure, and you know, even a, you mentioned that sometimes there's a drop off between signups and attendees that webinars, most webinars are free. There's no there's nothing, there's no nothing lost if you sign up for it and don't attend. But even people who sign up and don't attend, are probably more of a qualified lead than not. Right, they probably had some intent at some point. So one of the benefits, obviously, is you're also getting entry to accompany right, usually there's a there's a position a name and email. So yes, you might, you know, it might be that, okay, this is just more, you know, data for your CRM, so an additional potentially dot that you can connect in terms of touch points with a company. So there's, there's just so there's many, many advantages, but your point is well taken. Yes, high conversion. And, you know, these are almost always just qualified leads right from the start?

Joey Strawn: 12:22

Well, and one of the things that I always think is interesting, you know, when we're diving into this episode, I'm trying to find interesting stories or statistics or pulling from things, you know, that we've experienced in our in our careers. But one of the things that I see is, there's always a statistic about, there's going to be like a 30 to 40% drop off of registrants to attendees, there's gonna be a 30 to 50% drop off of registered to attendees. And it's always presented as sort of a bummer statistic, you know, it's like, oh, well, you're gonna have a lot of people register, but not a lot of people attend. And I always look at that thinking of my own experience with webinars is, I'll sign up for a lot of webinars, knowing that I'm going to get the recording afterwards. And that's what I'm really going after is they know that I can't attend it live. But I know that by registering, I'm going to get that content afterwards. So having that webinar plan of action of saying, Okay, well, not only going to have the webinar itself, but we're going to record it and give it to the registrants, you know, afterwards, we're going to have a follow up email sequence, it has a very good long and shelf life. And then you could put that in a database or in a, in a library on your site for other people to download and discover at a later time.

Nels Jensen: 13:36

Yeah, that's a that's a really good point, you really have three different nurturing tracks, you have people who sign up a note attend, you know, and and you have people who, at some point watched on demand, and you have people who participate, and you can certainly nurture in different ways to all three of them.

Joey Strawn: 13:52

Yeah, I mean, and right there, you're you're sort of, you're sort of developing how, how naturally those webinars strategies can come about. It's, you know, the idea of getting something recorded and putting out there is good. But taking that a step further to really in embedded into your audience's journey. I mean, Nelson, you and I have talked about the buying committees and their journeys through the lifecycle. And if there is a key moment in that lifecycle, or that journey for some of your buying committee members where these 10 questions are always asked, that is a perfect opportunity for a webinar about those 10 questions yet, invite everyone in your contact database that fits that buyer committee persona, and invite them to that webinar and put it out there and start conversing along the buying cycle and along their questions when they're ready to spend money for your services or products like yeah, you know, you're very strategically placed element.

Nels Jensen: 14:58

You raise a really good point though, in turn So looking at the, the journey, you know, it probably would be very beneficial for a lot of companies just to get multiple stakeholders in the same room and and talk about what webinars could we do, because you're probably going to talk about several different possibilities, not just in terms of types, which we'll get to, but also just in terms of where you are in the funnel to and you can, you know, it's probably a good discussion, and it probably will help you focus on key points, even if you choose not to do a webinar around that key point, that might lead to some other tactics that you can try. I mean, you know, the pros, let's talk pros and cons just kind of get right to it. I mean, you mentioned the quality of leads, obviously, the people that you get online, at a webinar, or the direct engagement is gold, right?

Joey Strawn: 15:48

Oh, my goodness. Yeah. That yeah, yeah, as I kind of teased a little bit ago, that is one of the main benefits of having the webinars, you can record a video and you can produce and it can be nice, you can put it on YouTube, or Vimeo or on your site, and people watch it. Great. But the direct engagement of someone asks a question while you're presenting, and you either answer it on the spot or have a q&a session at the end, that one on one can alleviate concerns, and on a on a sort of wider scale, do what your sales team is doing, by taking in those concerns, and then showing the features and benefits that combat those and the ways around some of those hurdles for your buyers. And you can do that on a larger scale. You know, I'm glad we're talking pros and cons, because a lot of this probably does sound just very, very positive is like, oh, webinars always work. But a lot of people in the back of their minds are being like, Guys, we don't have the time for that don't art webinars, like they're super expensive, like, trust me, we know there are cons to the world of getting involved with webinars, like there's a bandwidth that's involved in a dedication that will go along with it. But to your point, now, if you can get in a room and have the key stakeholders of the company's future, talk about what could we talk about and what would be valuable to our audiences, when they're deciding to use us and have five to 10 things, then you can sort of figure out what that bandwidth would really look like, it doesn't have to be sort of a black hole of time.

Nels Jensen: 17:25

And you can leverage stuff you've already done to, you know, depending on depending upon what you do for your, your webinar, it's like, okay, so your desired audience, the wider reach you go, you might need to bring in more of the personas that you're dealing with, but what are the what are the pain points, you know, from, let's just say you're going to talk about a specific product. And at some point, you know, you are usually dealing with three different personas, who at some point are researching, you know, this product. So your your webinar could be a little more narrow, and just trying to reach one of those personas. If you're trying to reach all of them, then you account for that in the content of your webinar. So it's not just what are the pain points for the facility manager might also be what are the pain points, you know, for? You know, the general manager, what are what are the what are the objections that you're gonna hear from the, you know, Process Engineer, you know, what are the objections you're gonna hear from Finance, you know, well, so...

Joey Strawn: 18:28

I was gonna say the realities of the industrial sectors are such that those questions are extremely important, like, someone is has a critical role when you're buying a $2 million stamping press, or a hypothetically, you know, that's going to be a much bigger role than someone that's just, you know, buying groceries or something along, you know, a b2c world, you know, it's the financing and the contract person is extremely vital to that stamping press sale, and how it's budgeted into their their p&l, and how they, how they finance it. And so having a webinar about how to finance a piece of machinery like that could be extremely valuable if you're in the business of selling and maintaining stamping presses. So you know, answering those questions of what are the important things that our audiences need from us, and which elements of those would be best presented in a two way communication medium, and webinars are perfect for that?

Nels Jensen: 19:30

Yeah, well, it is. You're right, it does take deep bandwidth. But if you're working smart, yes, you're you're probably able to take some things from personas. But you're also probably going to be able to take some stuff from your sales enablement material, or the webinar might actually help you recraft your sales enablement to be a little bit more solution focused and a little bit less product focused. So you know, that's one of the beautiful things about you know, industrial marketing is that A lot of these pieces work together. So you should never be starting from scratch, you should always have the fundamental information about how your product or service solves problems for the customer. And that is yes, you're right. It does take time. There, there are going to be costs. Right? That is it is a bandwidth issue. But yes, Aren't most things that are valued?

Joey Strawn: 20:29

They offered to have a cost, right?

Nels Jensen: 20:31

Yes.

Joey Strawn: 20:32

So and I mean, and for my money, you know, webinars are one of those that have a reach, and an ability to connect with people that matches their costs. So you know, according to some studies, we're seeing that webinar related keywords, or people searching for webinars on topics are searched almost every second of every day. And so the audience is there, there is a reach and there is an ability to capture those people that are searching for that information. It's just a matter of you know, how you put it together, you know, what types of webinars you use, or how, whether you do it yourself or partner with someone who can do it for you. And that's kind of what the rest of this episode is going to dive into are like, Well, what types of webinars are we thinking about? And then when how do we put this into practice? And so you know, when you think, think types of webinars Nels, like, what are you thinking?

Nels Jensen: 21:27

Yeah, so I think the short, simple answer is, is it's often a panel discussion of some kind, with some expertise, with some experience with some, you know, subject matter expertise. It's often around a product release, you're trying to inform the market about something new or something different. And it can be just generally speaking, informational. So that, that's that's the sort of the short term, if you really want to go back to the list that we talked about earlier, on the different types of video marketing, you could almost do a webinar on almost anything you can do. You could do a webinar on frequently asked questions. You could do case studies, as webinars, and in fact, deep dives on case studies make great webinars. So you know, yeah, the potential for webinars is extensive.

Joey Strawn: 22:23

I am thinking that that's what the answer you came up with, because that's what I wanted is, I wanted to circle this back and say, Man, webinars can work for all of these, because like you said, What a great webinar, find out how we reduced our overhead by 10%, by implementing this software package into our into our factory line, and you just talk about how you did a thing with a service or a product that you are an expert in?

Nels Jensen: 22:56

It just comes back to the top reason back to the how we started the show, increasing understanding of your products and services, right? And the more you can put that in the context of the customer, the better off you are. So yes, so there's, that's that's the short winded and the long winded answer. But yes, though, types, the types of webinars you do, should be played play to your strengths. How can you help people understand your products and services? The What are your does not? Right, not that not the specs? And hey, our products are great. It's more like, you know, how do they help you, right,

Joey Strawn: 23:35

And you made a great point earlier is that you can approach it a different ways. It could be a panel discussion, or it could be more of a presentation from a single speaker, or it could be a voiceover over a pre like a demonstration of a tool or a video. So you know, if you have that person within your company, or within your agency, or you have a partner that can allow you to give you that expertise, then find a host. But if it's better if it's done on a panel, then have the stakeholders that can talk to that point within your company, be that panel. And so there's a lot of different ways you don't always have to hire talent, you don't have to find someone and force them to do it. There are different ways that you can kind of put that together. But that gets us to kind of where I am excited to talk about now is like kind of where the rubber hits the road. I think it's time to head down to the shop floor and talk about how listeners can put this into practice how they can actually get started. If they're curious on getting webinars out for their businesses this year. Do you want to head on down to the show and talk about how to do it? Yes, let's go all right. All right after that very intense musical segue which may or may not have happened. We are now on the shop floor. So the question We've been talking so far in the episode and I'm sure buys like Joey. Now. So I get it webinars, they're great. They're so neat. I want to do them for my company XYZ. How? How can I do that? So let's dive in, like, let's figure out like, there are a couple of ways, I would say there are probably two approaches, you want to think of, oh, the biggest opportunity level is a, you could do it yourself. Or be you could partner with an agency or a trade organization that will help you do it for you. Which way you decide is really going to depend on your internal knowledge, bandwidth needs, and working, you know, with your partners and seeing what you have available.

Nels Jensen: 25:45

Oh, yeah, and your, your goals, too, right? It's one thing if you're, if you're trying to create, you know, foundational content, doing it yourself might make a ton of sense, because then you have access to all the material, you can cut it up, you know, provided that you have the you have the necessary equipment, and trust us, it does not have to be a big suite of expensive equipment to do. But yes, so there are tools, right, Zoom WebEx, others.

Joey Strawn: 26:17

That's where I was gonna, that's kind of the lead in there is one of the questions that you need to ask yourself is, okay, well, are we a large organ? You know, I know our listeners span from kind of small startups to large organizations. And so maybe within your organization, you already have the time and the talent and the tools to do this, do you already have a company Zoom account, those can be those that can be an effective webinar tool. WebEx isn't one, there are tools that are made specifically for webinars more like on the DiMeo side are on 24. Those are more built for webinars, webinar geek and some others will do that as well. So those tools may already exist within your company ecosystem. So asking about those or finding out, do we have a corporate Zoom account that would allow us to record a webinar, that that could be an easy way in? So asking yourself like, do we have that budget? Or do we have those tools already within the ecosystem that can make the ease that can make the answer very easy, and whether or not to do it yourself, or partner with somebody else? You know, one of the things one of the things now that I know, that we have done in the past is a lot of trade organizations will put on webinars. So if the question is really about the audience, hey, we don't know how to find the audience, for these people who maintain nuclear servers are whatever, you know. Yeah, well, there's a probably a trade organization that already has that audience who you can say, I have an expert, put them in a webinar, and they'll sort of take it for you. We've done that as well, nows.

Nels Jensen: 27:58

Yeah. And you may have a massive database at your company that could generate, you know, I'm just gonna use 100 as a magic number, they could generate 100 attendees of a webinar. And that's, you know, potentially for some people, that's a really large webinar audience. For some people, it might not be. But yes, so that's one of those considerations, too, is the, you know, what is what is the audience goal? Because you may have it, but you may need to reach out, you know, there, we have, we have some clients who have done very successful webinars for a general manufacturing audience. And they're, they're working with trade publications, like industry week, or quality digest, or places like that, where the readership of those I'm going to just call them publications, knows that they're going to be exposed to webinars in the marketing all the time industry puts on, you know, every week I get a hey, here's the webinars this week, email, you know, so well.

Joey Strawn: 29:01

We read earlier is people do these every week, some people go to these every week. So just getting on to a pre scheduled rhythm can bake in an audience.

Nels Jensen: 29:13

Yeah, and it also, like I said, depends on your goals. You could be working with a local group, let's say you are working with a Industry Association. Well, they don't really want you talking specifically about your product. So that might be an awareness where, yes, maybe you can talk about some of the cool things you're doing. But it's not in that case. It's not all about you.

Joey Strawn: 29:33

Like, you know, and I know local groups like SMEs and you know, local associations like that will even put on local manufacturing events. So it may be sort of a live recorded webinar and that you can become a an expert speaker on as opposed to having to host it yourself. That's a good that's a good point Nels.

Nels Jensen: 29:52

Right but you can have a sponsored content with trade publications that so you are the exclusive webinar that post and content provider, right? Like, many of them will supply the host many of them, you know, you give them a list of questions and some key talking points and whatnot. So, you know, everything is, is the it depends, but your your cost will vary greatly, depending upon the size of the audience you're hoping to draw, how much help you need, you know, with either the talent or the, you know, the technology. And there is a bandwidth, right, in some cases for scores, hey, right. But in some cases, you know, the more custom work you're doing, you might be expected to provide more material than if it's might be more of a plugin play where, hey, here's how we're going to do it. We need XYZ from you. And we're going to do 123. And it's, you know, very seamless, and very, you know, product driven webinar.

Joey Strawn: 30:53

Yeah, I mean, and that's kind of going back through a little bit of these, you know, how to match the rubber with the road here is going back through this question tree of, okay, well, is it going to cut? Do we have the cost and the ability to do this ourselves? Yes or no? No, then maybe you should partner with someone who can make it a lot easier, like, Okay, well, we have the cost, we have the ability, we have the money to do it. But does our database? Or does our methods allow us to? Like really get this message in front of the right audience? Yes or no? Yes, great, then you have an ecosystem that you may be should put on the webinar or yourself? No, you can't reach that audience, then maybe you should lean towards partnering with a trade organization or a local local group that would have that audience, you know, the technology question of yes or no? Do we have the technology in house? And the ability to get that technology in house? Yes or no? Yes. Well, then great. You should maybe think about putting on those webinars. No, then that leads you more towards like working with the conference working with the trade organization. And and, you know, we've mentioned bandwidth a handful of times, do you have that person within the organization that would be able to do this, like would have the bandwidth to focus on putting these on on a regular, you know, monthly, quarterly, semi annually basis? You know, yes or no, yes, great, then maybe you should know, well, then that's really where partnering with a trade organization can help is like, I have an idea. And I have an expert, and then they'll take it from there. And it's not as much of a time commitment, as doing it yourself. So those are some of the big kind of question trees there of, you know, can I do this? Should I do this? Or should we partner with somebody else, you know, we have maybe less control over all of the pieces if we partner with somebody else. But we have the ease of knowing it's getting to the right audience with the right processes, and we don't have to kind of build the train as run the tracks, as some say, you know, so there's the, this is a fun, this is a fun avenue to explore. But it really does to your point nails, like there's a lot of it depends in there. And some of these questions will help you decide as your organization, what matters and what depends the most for you guys.

Nels Jensen: 33:20

Yeah. And there's also a element of this in terms of, you know, what are what are you investing in? If it's a subscription to on 24? Then, you know, you shouldn't be doing a one time webinar or exactly like, it's like, it's like any video marketing? Right? You know, what's the, the answer isn't? Should we do on it's the frequency, it's, you know, if you are going to, you know, and maybe that's sort of a commitment, a lot of cases, you know, equipment, and software not only helps you with webinars, but it can help you with podcasts as well. So, it's a matter of, it's a matter of what is going to be your cadence, is this going to be, you know, a monthly podcast and a quarterly webinar, you know, or whatever, it's sort of, it does get easier as you do more, but it does take it does take time. You mentioned a keyword a couple minutes ago, talking about this control. So, you know, yes, when we mean by control, alright, so the working with a partner or a publisher, you may have very specific things that you have to follow in order to do it. Right. But there also, there also could be considerations, like, okay, when we're done with this recording, what happens to it, you know, and trade magazine might say, hey, it's gonna sit on our server for two years, and we will ultimately promote it on the site for nine months. And that's it, you know, it's like, well, what if we wanted to get a copy and cut it up and make it into videos? And it's like, maybe not, you know, or maybe that's something that you negotiate in the process. It's like, but those are good questions to ask. Of course, you might not have anybody on your team who can cut up a webinar in Tucson bytes to use for social media or standalone on a YouTube channel, or something like that.

Joey Strawn: 35:09

But having the content is still important. I think you mentioned something earlier now that I wanted to circle back to his saying that, you know, these could even be used as sales enablement, you know, sales tools, and having people go to webinars to help facilitate the sales conversations. I would even take it a step further and saying, the recordings and the clips and the sound bites from these can be great pieces that the sales team should have access to. It's like, oh, yeah, we actually had you ask a great question, prospect. We have a webinar about how we solve that for a client. Let me go get a clip from it. Listen to this five minute segment, I think it's probably you know, really good answer. Sure. I think those elements in the recorded pieces for longevity, that can make a huge difference, and that to me, balances out some of the bandwidth costs at the beginning is the amount of leg you can get from a good webinar is you can have months and months and sometimes years of relevant. lead generating content just lives in perpetuity on your site. And that, to me is a is a very high value of you know, you have the one time live q&a, the indirect engagement of the webinar itself, but then it doesn't go away, it continues to benefit you for for weeks and weeks and years and years to come. As long as the question stays relevant.

Nels Jensen: 36:33

That's correct, right?

Joey Strawn: 36:35

Yeah. Again, we like well, the 2020, the 2011 tax incentives for something like that wouldn't wouldn't work anymore. But for for the most part, if you're talking your products, your demos, your services, your benefits, those can stay and those can be repeatedly used and repeatedly, repeatedly atomized throughout your entire marketing plan, and through across all your teams. So webinars, I think we at the end of the day webinars equal good thumbs up for webinars from the Oh, yeah, Marketer Podcast. Now, we're kind of wrapping up here, our shop floor section, but there any words of wisdom or any sort of letter, I think it's you want to give anybody

Nels Jensen: 37:18

You know, there's so many dynamics into this, but also just think about, you know, we talked about control, but also just think about differentiation, too. So, and I mentioned earlier, industry week, sends out sends me a, you know, a newsletter every week, here's our webinar lineup, you know, so if, you know, supply chain 24/7, great publisher for supply chain information. But your compete if you're partnering with some of those entities, yes, they can deliver a bigger audience, but they also have a lot of similar content on their sites. And you know, there's nothing wrong with that. It's like maybe, hey, I can make a webinar on Thursday, but I can't Monday or Tuesday. Oh, there's one on Thursday. You know, so it's, it's also just don't forget about that. Right? How do you know, that's part of the cost equation? It's part of your, you know, question tree, if you will, but yes, you're, you know, it is about audience, it is you are competing for you're competing for attention, as you do in everything in marketing. But But yes. So that's just one question that I wanted to touch on that we didn't mention earlier was sort of your exclusivity versus competition?

Joey Strawn: 38:39

No, and I think that's a great point. I mean, one of the things that we're seeing, especially nowadays, is that ongoing, it doesn't necessarily have to be subscription based, but kind of an ongoing relationship of contents, you know, not syndicated content, but it could be, you know, ongoing entertaining content that grasps people. And that's why webinars have become kind of one of those key initiatives that can be repeatable, that can be ongoing, that can be scheduled, people can rely on them. And then if they're valuable, and they should be, then people will keep going back to them, and they will stay in your ecosystem, and they will be engaged heavily deeper in your funnel, which is a big, big benefit. And that's loyalty.

Nels Jensen: 39:26

Building building loyalty is that we have not mentioned that that's a really good point.

Joey Strawn: 39:33

And so I encourage everyone who has thought about dipping their toe into the world of webinars to do it. If you want to partner with an agency you know, find one that works. If you're if you want to try find a trade organization, you can do Google searches. If you have thoughts or questions or just want our insights on deeper questions about you, or specific situations you have, email us let us know at the show we you can email us at podcast at in estriol marketer.com, let us know webinars that have been valuable to you let us know questions that we didn't talk about a value or how to get started with them that we may not have touched on. Or if you just want to go deeper with us, let us know. Because these are the types of things that we're really diving into. And as the world continues to evolve, and as digital marketing continues to evolve, specifically within the industrial and supply chain sectors, we want to be on the forefront of everything that's happening. And webinars are a way in a vehicle that a lot of companies and brands are choosing to use. So you know, we want to ride that journey. We're learning this as well as we evolve. And we're interested to see how AI and some of these other software integrations, evolve and change the world of webinars over the next couple of years. So you know, let us know if any, any ideas or any things or elements that that you want us to talk about in future episodes. Also, if you haven't subscribed to the show, come on, subscribe to the show, go to industrial marketer.com and read all of our very smart articles and sign up for our newsletter will let you know when new episodes are coming out. We'll let you know when we have webinars that are coming up that you can register for so this is an exciting time. We'll be moving on to exciting other digital marketing topics, getting into some more supply chain stuff, some tech stuff, some trends that are really taking over 2023 So stay tuned, stick with us and we're excited to have you as part of the industrial market or family