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News Article

Why Are Webinars Great for Creating Business Value?

By Alessa Flores | Tue, 05/05/2020 - 10:59

Even though the COVID-19 crisis has brought many complications, it has also generated business opportunities that have not been easy to identify, according to an article in Business & Industry Connection Magazine. However, despite the complications, it is clear that webinars have been a success. Webinars are the perfect way to provide customer or employee training, to hold large corporate meetings or to connect with potential buyers, according to The Big Book of Webinar Stats, 2019 by GoToWebinar. In addition, webinars can generate greater opportunities to attract new customers and give marketers the power to have two-way conversations with their audience.

The first question to answer is: how do webinars create value? Their value lies in that they are a highly useful, flexible and attractive tool to engage with your business audience. Other forms of communication such as e-mails are no longer attractive for customers. Initially, e-mails served to establish communication with your existing or potential clients, but once you have 10 or more emails in your mailbox, it becomes increasingly difficult to maintain contact and interest with your audience, according to Communications & Publicity. 

In comparison, webinars are a tool that has a visual component and are live events where people can interact. This helps to connect in a much more personalized way with the audience, interact with questions and practically simulate a live meeting, but with multiple technological advantages, such as screen sharing, videos, files, chatting and much more, according to Communications & Publicity. Webinars are quickly becoming vital in the B2B industry, with 73 percent of B2B marketers and sales leaders saying that a webinar is the best way to generate high-quality leads, according to Webinar Facts and Figures by the Book of Webinar Stats.

Webinars can help companies and individuals to position themselves as experts in their field. People sign up to webinars because they decide to listen to the speaker and consider that doing so is a valuable use of their time. In addition, the success of webinars has proved to attract more people and even investment, which has led 57 percent of marketers to increase the number of webinars they organize throughout the year, according to the Book of Webinar Stats. This report states that, on average, companies hold about 23 webinars over a year. However, the report stresses that the number of webinars should be connected to the resources and topics that a company has to offer. It is not about saturating the audience but attracting them with quality content.

In her article, Webinars: Learning at Your Finger Tips, Eileen McNally suggests carrying out proper planning for webinars to ensure their success. The typical structure includes five to 10 minutes of introduction, including the agenda; 60 minutes of content and 15 minutes of questions and answers. Sixty-minute webinars have proven to be the most popular with a success rate of 67 percent, according to the Book of Webinar Stats.

Promoting your company’s webinars is essential for making sure they are successful, according to SmartBug. It is no longer useful to create a quality webinar without the proper marketing through the best channels to ensure that it reaches the right audience. Potential clients must choose not between one or two, but dozens of available webinars. Therefore, companies have to make sure clients can recognize the best option depending on what they are looking for. 

The data used in this article was sourced from:  
GoToWebinar, Communications & Publicity, Book of Webinar Stats, Eileen McNally, SmartBugs
Photo by:   Tumisu
Alessa Flores Alessa Flores Senior Journalist and Industry Analyst