Effective measurement of ROI for webinars is often elusive for content marketers. What do you do about ROI for thought-leadership or customer-education webinars? What about product-demo webinars that occur near the bottom of the funnel but are not always the last touch in the buyer’s journey?
A recent report by the Content Marketing Institute and Adobe found that successful marketers are using webinars to deliver thought leadership content and 50% of marketers report plans to incorporate more webinars into their content marketing mix.
Learning something new, whether it’s a new skill or new software, can be overwhelming and intimidating. Just the idea of hauling yourself up and over the learning curve is exhausting, and a primary driver of procrastination. Presenters new to webinar delivery are no exception as they face a transition period becoming comfortable with their new virtual presentation environment.
While a webinar program manager is often head down working hard in the nitty gritty details of webinar production, the most successful webinar managers habitually choose to take time to focus on the bigger picture. Here are six habits that make webinar marketers successful.
Wayne Turmel, author of 6 Weeks to a Great Webinar, led a great discussion on when and how to use webinars throughout the buyer’s journey to accelerate buyers up the lead ladder on a recent Adobe Connect webinar. Here are a few key takeaways:
Hot off the press is our new ebook ‘The Content Marketer’s Guide to Webinars’ available for free through Adobe. This ebook is a comprehensive collection of webinar best practices and how-to’s. If you are starting a webinar program or improving/expanding your existing program, this guide is a must read.
While some marketers insist that webinars belong in only one stage of the customer buying journey, this belief is quickly becoming outdated. As my team at Adobe discovered in a recent study conducted with the Content Marketing Institute (CMI), more and more marketers are gaining value from webinars produced at several stages of the buying cycle – especially stages higher in the funnel.
A new study and report released today finds that successful marketers are using webinars for thought leadership and 50% of marketers report plans to incorporate more webinars into their content marketing mix. When the Content Marketing Institute (CMI) came out with the 2014 B2B Content Marketing Benchmarks, Budgets and Trends research report, it reported that webinars were ranked as the 3rd most effective content marketing tactic (tied with videos) and 62% of marketers were using webinars (up from 59% in 2013)
Do this. Don’t do that. Yep, this is another list of dos and don’ts to add to your life. Following the below best practices will elevate your webinar registration and attendance conversion rates – helping to preserve your promotion and campaign investments.
I have stressed this before and today I will double-click on why recording your webinar is so important. To begin, 55% of webinar registrants on average view the recording. If you are a regular reader of my blog series, you saw this statistic a few weeks ago in a post regarding the analytics of our own webinar program for Adobe Connect here at Adobe. I mention this stat again because, when added to our average live attendance rate of 36%, it indicates that 91% of webinar registrants consumed our content.