Although many B2B marketers believe in the efficiency of webinars, many don’t use this marketing tool structurally. To get more insight in the power of webinars SPOTONVISION recently presented a webinar about this matter. What could be concluded from the poll? 42% of participants has followed a webinar before but never organized one. So there is work to be done! During the webinar about webinars various questions were asked. In this blog post we will give an overview of these questions and matching answers.
1. What sort of turnout can you expect?
The first question was about turnout. Suppose 100 people register, how many people will actually participate in the webinar? The answer depends mostly on the webinar subject: “The more generic your subject is and the more wide-range you promote the webinar, the higher the chance of a no-show.
You’d better choose a more specific subject for a more focused target. Furthermore, costs are an important part of this: “With a free webinar the turnout is often 50%. With a registration of 100 people this means that about 50 people will turn up.” Moreover, it appears that a few of the no-shows still watch the video recording afterwards. From SPOTONVISION’s experience it turns out that the registration of one participant reflects on the number of viewers; sometimes four people of the same department are watching one screen together.
2. Can you let people pay for a webinar?
“This is definitely possible and there are organizations who ask money for the webinars they organize. You have to really think about the target and subject of the webinar. There is a chance that less people will participate than when the webinar is free but this is not always the case automatically.” The most important is that you adjust your content to the target group: “If you have a good story and offer valuable content then people are prepared to pay for following the webinar. If you really train in the form of a webinar you can easily ask money for it.”
3. How many participants can join a webinar?
“It depends on the tool you use. Everything goes over the Internet, so the possibilities are wide-range. Some providers allow a maximum number of 1000 participants. But most providers of webinar techniques have different memberships.” Ingrid Archer, Managing Partner of SPOTONVISION and host for this webinar adds: “Hubspot regularly organizes webinars where it is no exception if 16,000 people are online.”
4. How much is a license of webinar software approximately?
The cost of the software to organize webinars varies per license you get from the provider. For unlimited broadcasting of webinars there are licensing costs between Euro 750 and 20,000 a year. Most tools offer online chat, camera and recording functionality.
The difference is mostly in the number of licenses you think you might need and the maximum number of participants that can be present at the webinar. In general you can say that regular webinars are considerably cheaper than studio webinars. Logically this is because there is no studio or camera crew necessary. Exact amounts should be obtained from the software provider.
We hope you are a bit wiser about using webinars as a marketing tool. Please also read the story of the marketing team at Elsevier.