Efficacy of webinars

I remember attending a birthday party in early March last year. A lot of people cancelled on the hosts, but a lot of people showed up. About 10 days later, I slashed my birthday invite list to less than a third of the original. And shortly after, the parties stopped entirely – and just like that we transitioned from glass buildings with average coffee vending machines to ‘chai’ and Zoom calls at home. I deleted Uber from my phone and installed Zoom, Teams, and Google Meet instead. The first few weeks were blissful – catching up on the much-needed family time and spending zero time commuting were all welcome changes; but after a while when the novelty faded, I yearned for more human interaction than I was getting.

Our species is nothing if not resilient. Whatever life throws at us, we get up, shrug, and find ways to deal with it. And so, we have done exactly that with this unprecedented situation that just could not have been anticipated. We have found ways to keep in touch without meeting physically.

In the last year, businesses had to quickly think on their toes and find ways to connect with their customers. They needed to retain existing customers and find new ones – but the challenge was how?

Webinars emerged as an effective solution to the problem at hand. In the pre-Covid era, the existence of webinars was limited to a specific target audience. In the last one year though, an average person has either been a panelist or an attendee in several webinars a month. As per a report published by Outgrow, an average of 20-40% of webinar attendees turn into qualified leads. If this data is to be believed, webinars are a cost-effective way to promote your business and get relevant incoming leads.

Another point to consider is that webinars are generally not day long events and people can attend them from the comfort of their home. The efficiency with time makes them a popular choice for potential buyers in a B2B and B2C set up. Studies on customer behaviour have proven that they prefer a format of interaction where they’re able to ask questions. Being mindful of that, most organisations either have a live Q&A or a chat based Q&A for prospective customers to ask their questions.

Webinars have proven to be effective for marketers and have stood the test of time over the last one year of working in the new normal. They’re also a great way drive engagement with existing customers. It is no surprise that engaged customers are loyal customers. As per the statistics from the report published by Outgrow, 83% percent people have admitted that they are willing to attend one webinar per week. Keeping this in mind, it is imperative for organisations to keep their webinars extremely relevant and specific.

Webinars are also immensely helpful in establishing you as an expert in your domain. When you address questions and address pain-points in an open forum with attendees across the globe, it establishes your market dominance over your competitors.

Webinars have truly emerged as a fruitful bet for organisations and entrepreneurs alike over the last year, and I believe the trend is here to stay.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Natasha Gupta
Natasha is a versatile communication professional with 16 years of extensive experience in 360 degree communications - spanning media relations, leaders profile-building and thought leadership – to support overall business objectives for companies in the Media and Entertainment, Real estate, Education, Travel and Tourism, lifestyle, Banking and Insurance, dotcom companies etc. She has tremendous drive to achieve the targets and good observation of consumer behaviour.

Her core competencies include brand alliances, media relations, Industry body associations, Influencer marketing, Social media management and celebrity management.

On personal front, she is self-motivated, a fun-loving person who loves to travel, read and love meeting people.

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