According to AdWeek, “in 2000, consumers averaged a 12 second attention span. Today, the average attention span has dropped to only 8 seconds – less than that of a goldfish.” While there are many reasons for these shortened attention spans, one thing remains constant: it’s critical that marketers differentiate themselves quickly in order to grab their audience’s attention. To achieve this, marketers must deliver relevant and engaging content across multiple channels, using different mediums.
One medium that is often overlooked is the webinar. While not a marketing breakthrough, webinars present a unique opportunity to capture a consumer for extended periods of time. Webinars also allow you to bring your followers from different social platforms together. This allows you to engage with your audiences from all platforms and gain priceless feedback. Talking with your potential customers will give you insight into your brand perception and lead nurturing. This feedback also enables you to learn how you can more efficiently guide your leads through their buying journey.
Of course, hosting a webinar comes with its own unique challenges and it can take a lot more work than anticipated. Producing and hosting a webinar is more than a simple demonstration or gathering of experts that speak for an hour. A successful webinar requires careful planning, promotion, content creation, and collaboration from every party involved.
Before you commit to running a webinar, do your research and make sure it is the right marketing tool for your business. Would your audience benefit from the interactivity of a webinar, or would your energy be better spent on a blog post, whitepaper, or e-book? Don’t rack your brain, below are some points to help you decide if the capabilities of webinars outweigh the time and effort for your business.
Your audience enjoys conversation
You're able to partner up
You can promote a follow-up
You have the time and the team
You can't capture an audience's attention
You simply dont have the resources
Written February 12, 2018 by
Intern at A+T and soon-to-be university graduate. Creative contribution: somewhere between Don Draper and Dick Whitman.