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How to use live video in marketing

Bryan Smith
Nov 26, 2020 9:30:00 AM

Marketing in today’s fast-paced changing world is quite a challenge. But even today – with the right tools and method of approach – there is always an opportunity to find someone looking to buy your products or services.

Marketing today can actually be considered technology-driven - meaning that the people at the forefront of tech are the ones with the most market exposure and usually make the most revenue.

Therefore, it’s in your best interest to consider using the most cutting-edge technology that’s affordable to you to market and sell your product, if you’re looking to maximize your odds of success.

What is the state of the art marketing technology?

Video and more specifically live video is at the forefront of online marketing technology. Real-time involvement in content is a huge driver for user-engagement. A live webinar is the best option to get remote audience members to actively participate in what it is that you’re promoting. 

One of the best things about webinars is that they’re easily accessible for everyone – directly from their browser.

What constitutes the "high end" solutions from others?

Not all webinar software is created equally. They can range from an impromptu ‘go live’-buttons on social media platforms to professionally done, invite-only automated webinars with professional landing pages and loads of unique features that frame your product as unique and special – different from just something you see on social media.

Especially if you’re locked into a B2B product or service, you’re going to be looking at stand-alone webinar solutions to frame your product perfectly and get the most out of your attendees’ attention.

Webinars themselves have a pre-registration process involving a registration page, a landing screen, often multiple webinar hosts, live chat, and breakout rooms to accommodate more than 100 attendees engagingly.

What are common drawbacks and challenges?

If you’re just now getting your feet wet and you’ve thought to yourself "ok how come I haven’t heard of this if it’s so great?" – then you should know that there is a whole world of this kind of stuff going on every day

Online live events are kind of in the limelight these days because of public health concerns – but they’ve definitely been going on since the late 90's.

Live webinars get used for all kinds of niches. They get used for mock legal trials and arbitration services, where companies both agree contractually to let an arbitration service put together a mock-jury because that process is so much less expensive than going to a traditional court.

They get used to hosting sales training events for everything from industrial equipment suppliers to insurance salespeople to telemarketing call centers.

Webinars get used to pitching brands, products, services, and suppliers to all kinds of other businesses. In a way, it’s one of the major ways that businesses communicate to each other en masse these days, because of how much more efficient they are with time and resources vs actually flying everyone out to a conference. 

But that still begs the question, “Why doesn’t everyone do this?

Because if it isn’t broken; don’t fix it. Older, established firms have their niches and their ways of getting in touch with one another. They may or may not use webinars to talk to one another or do training. They may actually have the resources to fly all their people out to a location to do conferences and whatnot as a tax write off.

In short, they’re probably comfortable with doing business how they have been, even if it’s not the most efficient way to do it.

But startups don’t have the advantage of the previous establishment to build off. So startups tend to rely heavily on these newer, more efficient ways of marketing and communicating to build their brand and make the connections with their suppliers and customers to get themselves established.

That certainly doesn’t mean that large brands don’t use live online events. They certainly do. Even state and governmental functions have been recently hosting live online events to adjust to the new global health paradigm.

Photo by Jacob Lund from Noun Project

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