A powerful tool for marketing promotion: Make good use of online seminars to create a diverse content center
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✍️ The author of this article is Zheng Weiquan, originally published in “Economic Daily”
Affected by the raging COVID-19 epidemic, many activities and training courses have been forced to move online in recent years. This trend has also led to a new wave of digital transformation. Over the past few days, I believe everyone has become accustomed to using various cloud services or digital tools to hold meetings or attend lectures! For this reason, in the past year, the frequency of use of video conferencing and Webinar has increased significantly in industry, academia, and the public sector, and its popularity is not to mention.
According to the [Survey] (https://blog.clickmeeting.com/virtual-events-report) of the video conferencing platform ClickMeeting, the number of virtual events provided by the company globally has grown rapidly in 2020, an increase of nearly 270% compared to 2019. It is obvious that the industry has generally accepted online methods to drive sales and increase brand awareness.
In addition, the American Content Marketing Institute has previously released a survey, pointing out that the biggest changes in 2020 are as follows:
Physical events dropped from 73% to 42% in one breath, while virtual events, webinars and online courses increased from 57% to 67%, and live content also increased from 10% to 29%. In view of the advantages of online activities, more and more companies and organizations have decided to incorporate online seminars and live broadcasts into their content marketing strategies. It’s not hard to imagine that this will become the new normal.
There is no doubt that webinars will be a powerful content marketing tool. Its advantages include a wide audience reach, flexibility in time and location, easy data capture and statistics, and relatively low production costs compared to physical events. In addition, webinars are also beneficial to business sales. Business owners can increase their company’s visibility through meaningful conversations with potential customers while providing specific value to target audience.
Taking the order conversion rate that the industry cares most about, although the average conversion rate will vary depending on the theme and type of the seminar, according to on24.com’s [Report] (https://communications.on24.com/rs/848-AHN-0 47/images/ON24_benchmarks_20200309.pdf) found that the average conversion rate for communication product webinars was 68.78%, and for continuing education webinars, the average conversion rate could also reach 36.82%, which can be said to be an outstanding performance!
As for the length of the webinar, according to BigMarker’s Survey, 44% of participants prefer a meeting that is about 45 minutes long, and another 41% said they would like to be 30 minutes long.
Therefore, if your company wants to hold a webinar, it is recommended to keep the time within 30 to 40 minutes, and the longest should not exceed 2 hours. The best time to hold the meeting is between 10 a.m. and 11 a.m. This is the time when everyone is most energetic and has more time to attend the meeting.
Overall, we can think of webinars as your company’s content hub because they can present rich and diverse media content. In other words, you can create a series of content for your webinar around a specific topic, such as:
- On-Demand Webinars
- Summary
- Social media clips
- Blog
- Video
- Podcasts
- E-books
- Infographics
- White paper
- Briefing
As the time sequence enters the summer of 2023, the epidemic gradually subsides. Now, you can hold webinars to re-inventory and use your company’s digital assets, and present diverse content in different forms such as text, images, or videos, thereby increasing the coverage of professional content and interacting with your company’s target audience in new ways.
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