Why consumers are signing up for webinars [new data]

In 2020, brands are leveraging virtual events more than ever.

And, while some marketers once thought " webinars were dead , " many are now rethinking that statement as they find themselves planning and promote this specific type of event.

Webinars, or online events often modeled as a class or seminar, often include a lesson, a slide presentation, interactive elements such as polls, and sometimes time for members audience virtually ask questions.

Due to their educational format, webinars may offer a number of p erks to marks .

First, you can create a sense of credibility by hosting a webinar on a topic in which your business has expertise. Second, webinars can allow your fans to interact with you digitally.

Last but not least, webinar inions can lead to a bigger contact list, more leads or buy conversions .

But webinars aren't always easy to plan and run .

Because webinars require web users to register and remember to log in, it takes smart marketing to make sure a large audience actually attends. Additionally, with most brands going virtual in 2020, a number of competitors in your space could very well schedule a similar webinar as your ad.lic could be more attracted.

Fortunately, by researching your target audience and learning more about what drives attendees to register for webinars, you can create and promote an event that effectively engages and delights your audience.

So where do you start?

To help you research the best webinar tactics for your brand, I asked 400 consumers about their webinar preferences and what motivates them to attend these virtual events. In this blog post, I'll highlight some key findings that you can keep in mind as you develop and promote your webinar content.

What consumers are saying about webinars in 2020

People want webinars that help them explore their passions.

When choosing which webinars to subscribe to, are people primarily drawn to the events that got them?to raise their career or do they attend for more recreational purposes?

To learn more about consumer motivations for attending a webinar, I asked 400 consumers, "Which webinars are you most likely to attend in 2020? ", 27 % chose, "Webinars that teach me more about a passion or hobby; " while 24% chose, "Webinars that keep me entertained. "

Data Source

If you have a strategy or webinar series aimed at helping people boost their careers or work tactics, don't panic. Almost one-fifth of the group (18%) said they wanted to attend webinars that helped them learn more about their career or industry, while 22% said "All of the above." These results indicate that consumers will certainly continue to sign up for a webinar thatcovers topics related to career, work or industry.

In addition, you must I also keep in mind that this survey was conducted with a small group of consumers of all ages and career levels. Had this been given primarily to executives or B2B sales reps, the results might have leaned towards industry-related content.

Regardless of what industry you are in or the size of this survey, marketers should keep the above data in mind when creating and promoting 'a webinar. Because people are naturally curious and want to learn, your webinar promotions should intrigue them by clearly stating what they will learn, noting any experts who might be presented, and highlighting how participants will be able to use the knowledge they will learn. will acquire. of the event.

The spectators of the webinaire sign up to learn something, but prefer some teaching styles over others.

As with any in-person course, each teacher - or webinar presenter - may have a slightly different teaching style.

While some hosts may come up with a great slide presentation, others may bring in an expert and have the audience ask them questions. Or, they can bring in a few experts and organize a roundtable where the audience listens rather than asking questions.

There are many ways to format an informative webinar, but what style of teaching intrigues people enough to get them to sign up?

When I asked, "What webinar format do you find most interesting?" 30% of the participants replied, "A presentation that teaches me how to do something specific. "Meanwhile, 20% said "All the foregoing. "

Data Source

The above results indicate that a simple The Less Frills webinar might still be of interest to audiences if you feel like you're running out of bandwidth and creativity. However, if you have the time to coordinate a webinar that is more like a live Q&A, this could also be a great formatting option. 39% of people said they were drawn to it. one of the webinar formats that included Q&A.

While a more basic presentation or conference-style webinar still holds the attention of potential viewers, content marketers should still make sure their presentations educate the audience on something specific - like a strategy - rather than discussing an incredibly large or very vague topic - like anyan industry. Only 12% of respondents say they are motivated by webinars that will feature a presenter discussing a broad topic.

Chances are, someone attending a webinar already knows the basics of their hobby, industry, or passion. But, they want to know more or become an expert in something related to it. For example, as a content marketer, I might not attend a webinar on a general topic of "Marketing ", but I could attend webinars such as "Advanced Blogging Tips from the direction of publishers "or " SEO basics in marketing. "

As a marketing manager or webinar creator, you will create a buyer personality for your target audience to determine the best level of expertise to create valuable content around. If your audience is full of newbies in atopic, you may want to create more granular webinars that cover basic tasks or tactics. If your audience is subject matter experts, your webinars may need to be more advanced.

Interactive content: the key to an engaging webinar?

In the modern classroom, teachers often complement a number of different lesson plans by adding opportunities for students to interact or test their knowledge. These can include polling the class asking them to raise their hands, pop quizzes, or allowing them to ask questions.

When it comes to online events, a number of video tools and software allow marketers to make their webinars more interactive and engaging. And, based on our research, it seems consumers are enjoying interactive webinars.

When asked, "Which itemwould you most like to see in a webinar? ", " A host or presenter who takes questions from the audience, "received 22% of the votes, followed by" No preference as long as the webinar feels interactive, "with 19% of the votes. 20% say they would like to see polls or quizzes.

Data Source

If you are a marketer who regularly creates webinars, it may be worth considering where you can go your programming more interactive.

For example, if you are hosting an expert, consider allowing time for the audience to ask questions in the chat area of ​​the webinar tool. Or, if you are discussing 'a common strategy in your field, poll your audience to see if they have used the tactic.

While polls or Q&A might seem like a super basic webinar element, they could inspire your audience to listen pactively read and enjoy the content it consumes more. This could lead to them becoming more engaged with your brand, signing up for future webinars, or converting to a customer.

If you are marketing a webinar that has interactive content, be sure to promote this aspect. For example, in your posts, emails, and follow-up emails, tell your audience directly that they can actively participate in quizzes, polls, or Q&A during your event.

In a competitive webinar pool , anything you can do to make your webinar seem more active and engaging than others that are more basic could help increase inions and participation during the actual event.

Creating and promoting a successful webinar

When creating a unique and engaging webinar will be a crucial step in your virtual event strategy, promotional tacticsappropriate will also be vital.

Once you've created a webinar plan that will educate the audience, allow them to engage with you and fuel your contact list, make sure you promote all the great things that your online event will cover .

When promoting your webinar, be sure to write down aspects that will make your event stand out, such as polls or Q&A. This transparency will show the public exactly what to expect and differentiate you from your competition with vague webinar promotions.

To learn more about creating a truly compelling webinar, check out this ultimate guide . Want to know how to promote your next event online? Here are some great tips from marketers.