Webinars Remain Popular Among Audiences and Advertisers
The recession over the last 18 to 24 months has had a dramatic effect on audience and sponsor budgets. The former having to cut travel expenses and the latter desperate to improve ROI on marketing spends. With the webinar model, viewers are still able to stay active and continue their professional education without traveling and spending time out of the office. The sponsor’s advantage is in spending a fixed amount and getting a relatively guaranteed amount of leads that can generate revenue.
Webinars have worked well in the publishing industry. Everyone wins if they are done right. The publisher generates money through pay per view or sponsorship while strengthening ties to their readers. The sponsor gets solid ranked leads for a fixed expense and the viewer gets information and knowledge from the convenience of their desk or home.
INBOX: What are one or two of the most costly mistakes you see publishers
making with their webinar programs?
ROCHE: The most common problems we see are related to promotion and content.
Events that are either poorly promoted or under-promoted will never be successful. You have to maximize exposure for the event. It is vital that you cross-promote your lists, put banners on other sites, do a press release, use social media—anything you can think of to generate viewers. Your responsibility and value to the sponsor is delivering quality leads and you must deliver.
The second most common mistake relates to content. The end game is to drive viewers and have them come back again. You must be providing valuable editorial content. If events are overly advertorial or don’t provide much insight, they risk low attendance. There are a lot of choices out there and it is important that you bring something to the table for the viewer.
INBOX: Some publishers worry that their audiences could eventually suffer
from "webinar fatigue." How would you address this concern?
ROCHE: Webinar fatigue is a genuine concern in my opinion. There is so much content out there and most of it is directed at finite market segments. The major elements to combat this are quality content and delivering variety.