Why webinars are driving thought leadership

By: Ben Morling, Account Manager

The digital media landscape evolves and transforms like a living organism, as trends change and technology progresses. While podcasts are now accepted as a reputable educational resource where experts regularly convene to discuss the latest topics in their field, other audiovisual channels are proving to be a valuable tool for businesses looking to position themselves as an industry leader and their spokespeople as credible voices.  

This blog will explore how webinars have emerged as the latest thought leadership channel, and argue that, if used correctly, they have the potential to be one of the most effective for businesses. 

A potted history  

Webinars aren’t a new thing. According to myownconference.com, web (sem)inars first began in the late 1980’s, but the first iteration of the public webinar we know today took place in 1996 with the launch of Microsoft’s NetMeeting.  

Since their early days, webinars have maintained a reputation for being corporate, stuffy and full of technical terminology. In fact, in 2020, Forbes argued that, despite evolving technology and the subsequent arrival of video meeting platforms such as Zoom, Google Meet and Teams, webinars remained rooted firmly in their early internet roots, with the writer going so far as to resign them to history. 

Fast forward five years - through changing media consumption habits, the evolution of digital media, and a global pandemic – and webinars are proving to be a highly valued part of a business's marketing strategy. But what changed? 

Piggybacking on podcast popularity 

At this point, few will argue against a podcast’s ability to convey a brand message. They have established themselves as an effective means of showcasing industry knowledge and giving insight. 

Following a shift in media consumption, accelerated by factors such as COVID-19 and the rise of homeworking, podcast popularity surged – paving the way for other forms of digital media to ride its coattails. Podcast listener figures continue to grow, with 30% of UK residents listening to podcasts weekly last year, and even more significantly, 34% 35–54-year-olds reporting weekly listening habits.  While podcasts cover a wide range of topics and voices, they can be a powerful tool to support PR efforts, helping businesses share expertise and build credibility. Webinars, by contrast, offer a more targeted, interactive format that can complement these efforts for even greater impact.

As more people turn to LinkedIn for industry insight and daily updates on the latest in their world, webinars have seen a sharp increase in popularity. As many as 54% of B2B professionals report attending or engaging with a webinar weekly, so you can see why many businesses are turning to webinars to reach their audience. 

The evolution of B2B webinar strategy 

As social media continues to dominate our everyday lives, businesses are adapting to meet the demands of society – and that includes how they present themselves. Increasingly, businesses are turning away from traditional, corporate monologues and producing content with a more relaxed, personal touch. Rather than a one-way presentation on a topic, the best webinars are now an open floors and welcome contribution, inviting guests and the audience to participate in wider industry discussions. This opens the door for webinars to be more interactive, engaging and insightful – and businesses who do them well are reaping the rewards with compelling thought leadership content. 

Marketing collateral 

In a world where content is king and money is tight, marketing teams are expected to do more with less, and webinars are a content goldmine – consider them the gift that keeps on giving.  

Not only do you have the live webinar, but you also have the promotional materials you create and the multiple touchpoints that a podcast doesn’t have.

Webinar videos can be:  

• Clipped into social media clips to promote key messages after the event  

• Added to the website as gated content (music to the sales team’s ears)  

• Drafted into blog posts 

• Pitched as thought leadership articles 

• Repurposed into case studies 

  
  

Also, the live nature of webinars allows for audience participation. Answering questions from your audience gives spokespeople the opportunity to further strengthen their and their business’ reputation, providing they are prepared. Add client guests who participate in discussion but also eulogise about your business and you have all the ingredients for a marketing tool that strengthens your standing in the industry while also acting as an effective lead generation tool.  

Where do I start? 

It’s easy to get bogged down with the logistics of organising a B2B webinar series, so here are some tips to get started:  

• The platform doesn’t matter - Zoom, Teams, Streamyard, ON24 (the list is endless) offer similar things, so choose one you’re most familiar with 

• Create multiple signup links – Most webinar platforms allow you to create unique signup links that can be shared on different channels, enabling you to track where your signups are coming from – useful to inform promotion 

• Be prepared – Spend time on getting the title and topics right. Making sure the theme of your webinar is both appealing to your audience and an area you are confident in makes a difference and will help to drive signups 

• Practice! - Most people are familiar with video calls, but it’s important to practice setting up, having all participants join and discussing the topics that will be covered on the day. This will minimise the risk of something going wrong on the day 

• Choose your guests well – Choosing client guests your business knows well gives you the chance to receive genuine external endorsement – a critical needle mover when it comes to building trust and driving credibility 

• Encourage engagement – Invite guests to ask questions, either before the event or during the webinar. This helps to keep the webinar engaging and makes sure more poignant points that crop up on the day are discussed 

• Run a poll - Polls can be set up prior to the day of a webinar and allow you to capture data from a relevant audience that can help your business. 

• You don’t need lots of equipment – Contrary to popular belief, you don’t need expensive audio equipment and cameras to run a webinar or podcast, so don’t let that put you off. A laptop with in-built camera, a cheap pair of headphones/in-ear buds and a quiet space are all you need to produce a high-quality webinar. 

• Be consistent – As part of your B2B webinar strategy, it’s vital to plan a consistent webinar schedule to build momentum. Plan ahead by booking guests well in advance and decide on topics that align with your wider business objectives and audience pain points. 

At the Jargon Group, we’re helping clients get the most out of their webinars through higher brand awareness and lead generation. Find out how we helped our client RightHub from Anaqua achieve £250,000 of hot leads through their webinar series. 

If you’d like to find out more about how we can help your business with their B2B webinar strategy, get in touch with us hello@thejargongroup.com