After three consecutive columns discussing the white-hot topics of digital marketing best practices, content marketing, and mobile, I want to turn your attention to a less sexy, but no less important marketing tactic. It's one of my favorites, and in a way, it's the unsung hero of B2B digital content marketing: the webinar.
In short, I love webinars. Why?
They're affordable. Webinars cost nothing if you use your company's existing platform, and anywhere from $12,000 to $18,000 if you partner with a media outlet that will promote the event, gather attendees, and host it on your behalf. Catering alone could cost that much at most events.
They are fully scalable. How nice to have a tactic with no variable cost for additional attendees! (Imagine what would happen if you hosted a breakfast event for media planners and 90, instead of 50, showed up...)
They can help position your brand as a thought leader. And a partner to potential clients...