Digital communication. How to communicate more effectively

webinars digital communication

12 Mar Digital communication. How to communicate more effectively

The webinar audience participation model has become a way of life for businesses continually looking for new opportunities to drive the conversation regarding latest industry trends and product innovations.

Webinars are a modern revolution in B2B engagement. They work as a direct pipeline between the business and the audience. They provide the exploratory means to venture into new territory, to showcase products and services by the medium of virtual participation.

Webinars can take on many forms, from a simple presentation, lecture, workshop, or seminar that is transmitted over the internet using video conferencing software. It should be interactive, and this can be done with polls, attached resources in the form of PowerPoint slides or PDFs, links to social media, and live Q&As to involve and engage with the audience.

Any business that continually rotates or releases new products will invest heavily in webinars to keep their stakeholders up to date.

At this point in this article. I need to stop and briefly ask you:

Do you hold webinars on a regular basis?

If the answer is NO, then you need to re-think and revaluate your engagement strategy.

If the answer is YES, then are you exploring and defining the engagement level in order to optimise your participation?

Regardless of the answer, read on, and let’s see why webinars are the B2B communication channel of choice for any business wishing to continually engage with their sales audiences. It allows the business to weave narrative around whatever product or communication they may be showcasing.

A recent study by BrightTALK shows that webinars are favoured by 91% of professionals over industry magazines, blog posts, and presentations.

Because webinars done right can provide dynamic flexibility that other platforms cannot reach, due to its interactive and realtime format delivery.

I can´t emphasise this point enough; It’s all about engagement because webinars are all about providing value for the participants. No engagement means passive participation, and your attendance will be looking at their emails. It’s essential to showcase brand new content, keep the themes and subjects fresh to win an audience. Create stunning visuals, throw in some infographics, add a pinch of storytelling, and you have the recipe for winning your audience over with engaging content.

Value is achieved by following up on the event with a feedback form. The form should serve as the basis in which to mould future webinars, giving the participants value by gratifying their webinar wants and needs with content that is moulded to their requests and expectations.
Most importantly, the significance and resonance of B2B webinars should last well beyond the event itself.

To meet this, the event should be recorded and archived in a repository, allowing you to connect and engage with other businesses in a passive capacity. A well-maintained reference library of materials forms a base in which to support your future webinars.

Using the premise of live online and on-demand and sales teams can tune into webinars by companies to open them up to the public. What is better way there to reach out to a B2B audience?

Here at Intracon, we provide webinars as an end-to-end solution, covering the content, design, video, and technical aspects of the delivery. We offer storytelling and engagement in the form of polls and questions, along with narration that gives context to your content and allows the information to be consumed and retained by your audience.

Webinars by the numbers

1. The average webinar attendance rate is 40-50% of the people who have registered.
2. On average, a webinar receives almost 260 registrations.
3. An average webinar costs between $3000 to $9000, depending upon promotional and technological costs.
4. 57% of webinar registrations come from email.
5. Polls are only used 34% of the time during the webinar.

Best Practices

1. Mid-week days are considered as the best days to host a webinar, with Tuesday and Wednesday being your best bets.
2. Webinars should ideally be 30 to 45 minutes long.
3. 10 am – 11 am is the time people prefer most for holding/attending webinars.
4. The average number of fields on the webinar registration page should not be more than 5-7
5. 94% of webinar hosts make events available on-demand after the live event.

Consumer Behaviour

1. 92% of webinar attendees want a live question and answer session at the end of the webinar.
2. 29% of your attendees won’t register for your webinar until the day of the event itself. Nevertheless, the statistics also show that 17% of your attendees will sign up more than 15 days before the day of the webinar.
3. 48% of people said that webinars were least enjoyable when there was a poor presenter.

(Source – https://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/)

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