Make good use of webinars as a powerful tool for marketing promotions
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✍️This article (opens in a new tab) was originally published in “Economic Daily”
Affected by the raging epidemic, many activities and training courses have been forced to move online, which has also led to a new wave of digital transformation (opens in a new tab). Over the past few days, I believe everyone has become very accustomed to using digital tools for meetings! For this reason, in the past year, the frequency of use of video conferencing and Webinar (opens in a new tab) has increased significantly in industry, academia, and the public sector, and its popularity is not to mention.
According to the Survey (opens in a new tab) of the video conferencing platform ClickMeeting, the number of virtual events provided by the company worldwide has grown rapidly in 2020, an increase of nearly 270% compared with 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 also released a survey (opens in a new tab), 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 (opens in a new tab).
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 (opens in a new tab) 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 (opens in a new tab), 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 is going to hold a webinar, it is recommended to limit the time to 30 to 40 minutes. 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.
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
