Like many of you reading this, I would much rather read an email or visit a website to learn about a product or service than talk directly to a salesperson. And forget about meeting a sales representative in person.
Nothing against salespeople—I was one myself at one time. We will truly never be able to replace salespeople in the sales process, but we need to adapt to the reality that most buyers aren't ready to talk with salespeople early in the buying journey. Yet we need to be present at the early stages of the buying journey. We need to give our marketing a real voice in order to build trust and deepen relationships that will lead to an in-person sales discussion.
It's often been said that people do business with people they know, like and trust, and I wholeheartedly agree. The challenge we have as marketers is how best to get people to know and like us and our company's products and services—and more importantly, how to trust us.
Some of the most popular methods of communication that marketers use to help us get to know, like and trust a a company are videos, podcasts and webinars.
Let's look at a few distinctions between videos, podcasts and webinars to see why webinars are becoming so popular.