About Vickie Sullivan
Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.
Written by: Vickie Sullivan | July 30, 2015
Because so many of us thought leaders are doing webinars now, this report from webinar marketing platform ON24 is worth a deep dive.
Yes, the company will tout the use of webinars. But check out the sample size: 10,000 webinars conducted by 500 companies last year. Includes both large companies and SMB (small / medium size businesses). That’s large enough to respect the data. Favorite findings:
- Promotion is still a high-hustle activity, with current efforts showing longer promotion cycles and more email drops. (Social media promotion is also set on blast.) That said, almost a quarter (24%) market the day of the webinar. The takeaway here: don’t wing this. Gotta have a detailed promo plan to get registrants.
- From the “we kinda knew this” file: stats show the best days to conduct webinars are Wednesday and Thursday. Tuesday comes in a close second. These three days are also tied for best days to promote via email.
- Attendance: large webinars (1,000 plus attendees) grew from 1 percent to 9 percent. About 35-45 percent of registrants is considered a strong showing for marketing.
- Average viewing duration jumped from 38 minutes in 2010 to 56 minutes. In this age of toddler-like attention spans, that’s pretty good focus. My take: practice makes perfect as improvements in both production values and content has increased intrigue.
Bottom line: buyers love to self educate now, so webinars are a potent tool. And…this tool is only as good as the person using it. Findings like these help us be smart users. Click here for summary article and link to download the report.
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