The Good Part: The rewards seem promising!
62% of marketers are using webinars as a tactic to deliver B2B content marketing (up from 59% in 2012), according to a free research report by the Content Marketing Institute (CMI) and MarketingProfs. Webinars are the most immersive content experience available. They are less expensive than producing or attending a live event and offer a much wider reach due to their virtual nature. It is easier to engage with your target audience and in a non-intimidating way.
The Bad Part: The audience may not really “be” there.
You may not have participants’ undivided attention if you use a webinar. In our experience of conducting over 100 webinars for our marketing research clients, we recorded average engagement levels at 4.5%. Engagement was measured by comments posted, following any CTA or response to email and call. We had highly targeted content from each MR firm and an audience exclusively sourced for each of these firms. It is hard to say if attendees=listeners.
The Ugly : Big resource Drain.
Active promotion of the webinar is very important to drive attendance. And one would have to create anywhere from 15-25 presentation for about 40 Webinars: If you wanted 50 prospects. Here’s the math:
Engagement Level: 4.5% -Rounding off- 5% (Please don’t judge
Basically means an MR firm will need to have about 1000 attendees for the year to get about 50 prospects. With 25 attendees each, one would need to host 40 webinars to achieve this. In order to get 1000 people to attend for the year- You will need an email subscription list in excess of 15000.
Are you currently hosting webinars? At Aldius, we strongly recommend that you promote your research offerings by doing webinars.
You could set your own goals- Do you need 50 leads? Your number could be larger or smaller. But remember, if all your leads are from webinars you may be missing out on research buyers who are impervious to email invites. So while buytadalafilonline20mg planning make sure webinar is a part of your outreach and demand generation strategy, but not the only part.
Analyze look into the pros and cons. Or maybe not, just do it to learn from the experience!