Will a digital event / discussion increase visibility and attract leads??

In the current situation, everyone seems to be going for the digital seminar and discussion panel. Is this useful in an increase of visibility and can we get some good leads from it?

We are planning to arrange a discussion on LinkedIn and Facebook.

Therefore, I asked everyone to please let me know what their feedback is and what suggestions they might have.

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    • 0
      Profile picture of Katie Ray
      ( 345 POINTS )
      4 days, 23 hours ago

      Hey Rana! It absolutely can. Like anything else, it all depends on the industry, target audience, timing, etc.

      I would encourage you to consider who you would bring on to the discussion (will they have a huge following on LI? will they promote your event, too?), when would this be (will it be a big interruption to our ICP’s day? or is there a holiday?), how will I capture leads (will there be a registration page where they enter in info?)

      Hope this helps!

    • 0
      Profile picture of Colin Campbell
      ( 11.7k POINTS )
      3 days, 5 hours ago

      Yes, @rana1608, digial seminars and discussions can help with this.

      We run two per week here on Sales Hacker (check them out if you haven’t already) and we have developed a pretty solid playbook for ensuring they’re engaging. Our webinars, panels, workshops are almost always sponsored, and partners keep coming back, which tells us the leads are valuable to them.

      Some tips:
      1) Develop a regular cadence – one-off digital events are harder to sell. If you can regularly deliver interesting/valuable content to your audience, it will begin to feel more expected, promotion will become easier, and you’ll begin to develop a sense of belonging, which can help return behaviors.

      2) Even though Sales Hacker still holds events like this twice a week, we’ve noted that many people have grown more tired of attending virtual events (and there is now more competition as in-person events are still on hold in many parts of the world). So it’s really, really important to make your event different in some way. You need to have a good sense of the other events available to your audience (not just the ones your competitors are offering) and find a way to do something more interesting.

      3) As @joandkaray mentioned, who you invite to speak is super important too. People sign up to events for two reasons: the topic and the speaker. An excellent topic delivered by an unrecognizable speaker will not be as effective as a great topic delivered by a speaker who is broadly recognized as an expert on that topic.

      As for channels – LinkedIn, Facebook, Zoom, GoToWebinar, YouTube Live…. play around with it, and use as many as you can. I don’t have any specific tips there, but Zoom works okay for us – I just wish the platform had better attendee experience (which is something we’re working on).

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      Profile picture of kfritch
      ( 385 POINTS )
      2 days, 23 hours ago

      Hi Rana,

      Live webinars are a huge part of our marketing plan and we continue to see good results from them. Like @colin-campbell, we also saw a bit of a dip in registration/attendance lately, particularly compared to 2020. Even so, they’re still performing quite well not just in terms of generating new leads but mostly in terms of engaging our current leads and moving them down the funnel.

      I would say that, like anything else, lead generation has a lot to do with how/where you promote it. As well as how relevant/compelling your topic is and who your panelists are.

      We do 2 live webinars per quarter–we simply don’t have the resources/staff to do much more than that. I try to do a mix of webinar type. One will usually be more thought-leadership/educational focused and one will usually be more product demo/brand focused. So, of course we get very different types of people registering for the 2 different types of webinars. The lead gen/registration numbers are lower for the demo/brand webinars, but the conversion rates to free trial/demos scheduled are higher.

      I definitely agree that you need to build a regular cadence that’s tailored to you/your team and how much you’re going to be able to handle. We started with our first webinar in 2018 and I didn’t know how well it was going to be received by our audience, so I didn’t have much of a plan for if/how I would continue doing them. Afterward, it was quite clear that it went well and helped fill the pipeline, so I worked on scaling it. We tried out some different formats, timing, etc. and 2 per quarter seems to be just about the right fit for us all things considered.

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