Once declared dead and dusted, marketers revived webinars at the peak of the Covid-19 pandemic, when everyone was scrambling to find their place on the internet. As the pandemic unfolded, marketers sought new routes to connect with their audience. Webinars emerged as a powerful tool that engaged the existing audience and kept the sales pipeline replenished with qualified, sales-ready leads.
Since their humble beginnings as a product demonstration platform, webinars have come a long way. Far from being merely a form of digital promotion, webinars have evolved into an established, effective, and affordable content marketing channel. Reimagined in 2020, several webinar hosting platforms revamped the whole experience with features like pre-recorded studio sessions, new content templates, and advanced reporting capabilities. They also added sophisticated engagement tools to improve customer satisfaction conversions and a return on investment (ROI) across all channels.
While the ultimate goal of webinar ROI measurement is to get the sales department to close more deals, content marketers are often on the edge when it comes to effectively measuring a webinar’s success. How can one measure ROI for a thought-leadership or a knowledge session webinar? And what about product information webinars at the bottom of the funnel and not the last touchpoint in a customer journey? Marketers need to change the narrative in their webinar content to convey a bigger picture that eventually measures the ROI.
If you are a webinar veteran, you probably have a good understanding of what works when it comes to measuring the ROI of a webinar. But, if you are new to the game or just exploring new ways to refine your marketing strategy, I have seven best practices that can help you ace your webinar game and ensure that your webinar ROI is through the roof. And my fellow veterans, stay with me on this – there might be something for you too!
Getting your webinar audience engaged.
Webinars are a great way to connect with your audience and deliver information in an engaging and interactive format. However, one of the most important things to consider when planning a webinar is the return on investment (ROI).
There are several ways to maximise the ROI of your webinar. First, promote your webinar through your website and social media channels. This will help to ensure that you reach your target audience. Second, offer incentives for attendance, such as discounts or freebies, which will encourage people to sign up for your webinar. Finally, make sure to follow up with attendees after the webinar. This will help keep them engaged and ensure they got something out of the experience.
How to evaluate the success of your webinars
There are a few key metrics that you can use to evaluate the success of your webinars. First, you can look at the number of people who registered for the webinar. This will give you an idea of how many people were interested in your webinar topic. Second, you can look at the number of people who attended the webinar. This will give you an idea of how many people found the webinar helpful. Finally, you can look at the number of people who took action after the webinar. This could be signing up for your newsletter, downloading a white paper, or taking other action you desire. By looking at all these metrics, you can get a good idea of your webinar’s success.
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7 best practices to maximise your webinar ROI
Are you looking to maximise your webinar ROI? If so, you need to ensure that you are following best practices. Here are 9 of the best ways to ensure that your webinars are successful:
1. Choose the right platform: Not all platforms are created equal. Do your research to find the best one for your needs.
2. Promote your webinar: Don’t just rely on social media. There are many other ways to promote your webinars, such as email marketing and paid advertising.
3. Create a compelling offer: Your webinar needs a strong offer that will appeal to your target audience.
4. Have a clear call to action: Tell your attendees what you want them to do after the webinar. Make it easy for them to take action by providing a link or resources they can use.
5. Practice, practice, practice: The more prepared you are, the better the results will be. Practice your presentation several times before the big day.
6. Engage with your audience: Interact with your attendees during the webinar. Ask questions and encourage participation.
7. Follow up with Ebooks, videos, and additional content resources to keep your audience engaged offline.
