How to determine what the ROI of your webinar should be
What should be the return on investment of a webinar? This is how you determine whether a webinar is a valuable addition to your marketing mix.
The big advantage of online tools in general is this: they generate data. Data about who is interested in your product or subject, how high the engagement is and how long people read or watch. This applies to sites and newsletters, but certainly also to webinars. Webinars have all kinds of tools with which you can generate measurable, valuable information.
Setting webinar goals
First of all, it's very important that you have a clear idea of what your goal is. This can be generating leads, e-learning or insight into the interests of your target group. A webinar is always a means to an end, never a goal in itself. In addition, it’s good to have a clear idea of what you want to achieve as a minimum: how many leads, how many successful students, what insights?
How to get the most out of your webinar?
When you know the answer to that question, you can then cleverly and tactically get the most out of the webinar. That starts with determining the time of the webinar, the right key messages and a good invitation. This way you can send a reminder at the right moment and of course, you’re capable of giving an interesting and valuable webinar.
Analyse & monitor
No separate system is needed to measure the effect of a webinar. The tool in our system keeps track of everything: who are the participants, how do they end up watching the webinar, how active did they participate, were they eventually converted? In short, afterwards you know immediately whether the webinar had a positive return.
The data then require a good analysis. Suppose that out of 100 registrations, 80 actually watched the seminar. One conclusion is: 20 have dropped out. But why is that so? And at what point? At Online Seminar we always make a deep dive into the data to get that kind of information. Only then does the data offer added value.
What is true for one seminar, is also true if you host webinars more often. Think of series of webinars, or interactive on demand webinars that contain long-lasting content and can generate valuable data for a long time. This can be monitored in the long term and in various ways: at webinar level, user level and also at company level.
This way you can see what webinars do for your company if you use them more often. You can optimise them and give them more fixed goals. As a benchmark, you can choose other marketing tools such as a newsletter and video to compare the webinar with.
- What is the purpose of the webinar: what is it about?
- What is the business purpose: how many leads, viewers, or graduates does it have to deliver?
- Make sure you have a good data analysis
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