Webinars are one of the most popular tools used by marketers to promote their products. A study, by Content Marketing Institute, revealed that over 60% of marketers use webinars as part of their marketing programs.
One of the biggest advantages of using webinars is that they can be recorded and converted into on-demand knowledge resources. This feature allows audiences to go through the online learning content as many times as they want. Today, I will share 4 sure-shot tips to increase the number of people who watch on-demand webinars.
1. Make sure the webinar recording is shorter than the live version
Live webinars can sometimes be lengthy, and it is a best practice to shorten the webinars when you transform them into on-demand resources. A report, published by BrightTALK, states that only 48% of people watch recorded webinars for more than 30 minutes. So, see that your on-demand webinars are short, to draw the maximum number of viewers. It’s a good idea to “split” the recording of a lengthy webinar into two or three resources.
2. See that the content of the webinar is valid up to at least 3 months
It is important to remember that most people view a webinar several days after it is presented live. According to the BrightTALK report, 31% of people watch webinars 10 days after the live event, while 66% of views are generated 100 days after it. So, when you convert your webinar into an on-demand information source, ensure its content remains valid for at least 3 months.
3. Give a bonus takeaway
You can get more viewers for your on-demand webinar,by providing “free gifts” to people who download it. These gifts can be in various forms – related content in the form of a whitepaper or an eBook, a special discount offer on your products or services and so on. One of our customers, a pharmaceutical company, asks doctors to fill in a questionnaire before they participate in a live webinar. It creates a whitepaper from the information so obtained, and provides it to people who download the recorded webinar.
4. Put proper tracking mechanisms in place
It is well-known that organizations conduct webinars on various topics and convert their recordings into on-demand resources. However, not all on-demand webinars receive the same response – some are highly successful, while others are downloaded only by a few people. By tracking the number of people who have downloaded your webinars, held on various topics, you can identify the topics that are popular with audiences. This helps you decide which webinars should be made available on-demand and which shouldn’t.
By converting live webinars into on-demand information resources, you can reach wider audiences. Follow the tips listed above to come up with the winning on-demand webinar strategy.
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