Market Trend Webinars and Accelerating Thought Leadership — WBPS Quick Bites

Everyone wants to be a thought leader in their respective space. But what sets the real leaders apart from the want-to-be-leaders isn’t a volume of content, but the quality of the insights they provide. Market trend webinars give companies the opportunity to establish expertise, build trust and craft an influential program that captures attention.

But why use webinars and not, say, a blog update? Well, according to Demand Generation Report, 48 percent of buyers say they prefer webinars to other content formats and are willing to spend more time and provide more information for webinar content. If you’re going to start a market trend program, webinars can help.

Starting a webinar program around marketing trends can seem intimidating, but they’re not that difficult. To show you how it’s done, we’re sending our very own Chief Webinerd, Mark Bornstein, to the studio to give you a quick bite on market trend webinar basics.

It’s the very first episode in our new series, WBPS Quick Bites, and it takes place on June 20 at 11 a.m. PDT (2 p.m. EDT). What can you expect to learn? Well, the fundamentals of market trend webinars — from presentation to engagement tools you should use — in fewer than 20 minutes. Here are a few tips you can use right now:

Market Trend Types: Annual, Quarterly, Monthly or Quick Response

Market trends webinars come about in a variety of ways, but marketers and their peers should establish the criteria for a webinar early. For example, should an organization publish a market trend event once a year, quarterly, monthly or as breaking news develops?

Consider the audience you’re trying to target with your webinars to determine cadence. Big ticket updates can take place every quarter. But fast-paced industries should look towards monthly — or weekly — updates to keep audiences informed.

Establish Market Trend Experts

Right. So you have a cadence down. Now what? Now you need to get your subject matter experts front and center to discuss the trends and, if appropriate, provide an opinion. SMEs are your way to put a face to your organization’s expertise.

Talk with your SMEs to figure out what format is most appropriate for them as they start their webinar journey. Practice with them they’re willing but nervous, about getting in front of a camera. Finally, walk your experts through how the webinar platform works and set up a dry run a day or two before the event — and take some time to review any slides.

Provide a Multimedia Experience

In the B2B world, a PowerPoint deck hardly registers as an engaging experience. As you design your market trend webinar series, set up some time to think through a variety of webinar types that’ll boost engagement and provide your audience with the information they need.

For example, you could intertwine polls and surveys throughout a slide presentation to measure attentiveness and audience opinion on the subject. You could also bring together a panel of experts and have them respond to audience questions. Really, it’s up to you.

Professionals use market trends for a variety of reasons. They influence business decisions, improve professional knowledge and prove thought leadership. After all, industry professionals are hungry for a variety of opinions — and your company’s perspective can prove to be invaluable for everyone involved.

If you’re unsure about how to get started with your market trend webinars, attend “Trending Up: How to Use Webinars to Share Market Trends” on June 20 at 11 a.m. PDT (2 p.m. EDT).

Webinars: The New News

Whatever your politics are, I think that we can all agree that how and where we get our news is dramatically changing. We don’t know who to trust, we don’t know where to turn and increasingly we are turning away from conventional choices and moving towards non-traditional channels to get information that we feel is more tailored to our needs.

This behavior in our personal lives is beginning to spill into our professional lives as well. In a digital landscape where we are constantly being bombarded with an endless stream of messages, most aimed at selling us something, we need to work harder to uncover the practical information that we need to get our jobs done.

The New News in B2B

In the business world, webinars have really stepped up to become the “new news” source. Companies from every industry, are beginning to create serialized webinar programming to deliver updates on changing market conditions, to interoperate and analyze current events, provide guidance on hot topics or simply deliver regular best practices and training.

This programming establishes companies as the trusted source or advisor, the thought leaders in their specific area of expertise. And yes, establishing that kind of trust means that prospects will come back often and ultimately be more likely to convert into customers.

These webinars often look different than your standard talking-powerpoint presentations. They often feature presenters, on camera, that become “personalities” for their companies. They may broadcast from a nice studio set, but in many cases, they may simply use webcams to quickly and easily, “get on the air” to deliver the latest updates.

Real-Time Feedback on Breaking News

This type of webinar is often very interactive as well. One well-known financial services company delivers a weekly webinar that begins with a market update, followed by a few polls to gauge audience reaction to the latest news, then they have an entire section dedicated to simply taking questions from attendees so that they can have a conversation about the events at hand. People love this type of engagement; the webinars are informative and the interactivity makes it more authentic, more human.

It is my prediction, that in 2019, we will see “news style” webinars being to appear across every major industry and many sub-industries as well. Where there is a need for information, there will be a webinar series to help people figure it all out. The question is who will get there first?

If you would like to get a deeper look into the future of webinar marketing in 2019, join me for “Webinar Marketing Predictions for 2019.” Looking to get more out of your webinar program? Join us at Webinar World 2019 for in-depth tips and tricks for webinar success.