Debate On The Quality Of Webinars
2020 has seen a sudden shift in the workspace. The remote working conditions have enforced the swift conversion of events from offline to online spaces. Abiding by this transformation, the number of webinars has surged from being 7,000 in April 2019 to around 19,000 in April 2020.
Availability of limited channels of communication, with users, has scaled its pressure on webinars. The area of the focus of webinars, before the 2020 surge, was limited to training and education. But now the companies are mediating their needs, starting from creating brand awareness to driving sales, through webinars.
The impulsive shift in the webinar intentions has resulted in camouflaging the enormous production of webinars. There has been an evident increase in the number of webinars, but not all of them are optimal for consumption.
Webinars are not arbitrary ideas. The germination of the webinar has to set its own pace. It begins with an ideation phase, which later blooms into the planning stage. Adding supplements to the process, it needs to grow into the promotion stage and lastly drawing focus onto the optimization of the campaign.
Conducting a webinar is not similar to driving on a straight road. A lot of due diligence has to be given to the process before starting the campaign promotions.
With the complexity of the process under the pressure of a competitive environment, individuals have become inadvertent in their approach to webinar production. Thus we have observed a gradual decline in the quality of the webinars since March 2020.
Some of the common reasons for the decline in the quality of webinars are:
1. Overwhelming numbers of webinars
The sudden swell in the number of webinars has created an undesirable situation. Owing to this increase, the frequency of webinars is exceeding the demand. As collateral damage, the quality of webinars has also deteriorated. The idea of webinars must revolve around quality content delivery rather than a number race.
2. Misguiding webinars as a complete marketing solution
The pioneer marketers have for long boasted about the advantages of webinars. But they never declared webinars to be the complete marketing solution. Webinars have a niche segment. This makes it necessary for the user to define their goals before settling for webinars. To host a successful marketing campaign, one has to use various tools to achieve the desired results. The blunder happens when we forget that the purpose of the webinars is to have engaging and productive communication with the audience. To lay all of the marketing burdens on webinars is not a smart move. This move is also a contributing factor in the deteriorating quality of webinars.
3. Spamming of the inbox
Various market surveys have marked emails as the best promotional tool for webinar registration. However, it is necessary to understand that it is not beneficial to bombard the inboxes of past attendees. Professionals know the tricks of effective communication. Instead of focussing on all of the email addresses in the database, only potential leads should be the focus. One must also invest in personnel and personalize the invitations to suit the wants of the target audience.
4. Preferring quantity over quality
The impact of webinars depends on the quality of the content delivered through them. To optimize the duration of webinars, the organizers have started to gamble on the possibility of abundant production, proposing to target the sales pitch. But this disregard comes back to haunt through the deterioration of consumer interest as the market gets flooded by poorly organized webinars. The wants and needs of the customers, therefore, are ditched in favor of better statistics that fail to materialize into an increase in demand.
In the new normal, the market for webinars has significantly expanded, and with this, the level of competition is reaching new heights. In such a competitive market, investment in research, to assure quality content, is the only means to gain a market position. It is paramount to realize that webinars are not organized on a whim. The first step, therefore, is to create a plan consisting of the target audience, what the purpose of the webinar is, and what results are expected out of the webinar. (a graphic on sets of instruction) However, it is important to note that there is no guaranteed formula for success. A successful webinar will, therefore, also demand a warehouse of qualified professionals. It is important to then channelize resources in obtaining service providers who are well acquainted with the webinar business model.
In case of frequent webinars, creating quarterly webinar plans allow for the proper address of market trends. Short vision plans impart the possibility to alter the budgets and targets. In all, quarterly systems are more flexible than more extended duration plans. Here’s a quick checklist to emulate while preparing for upcoming webinars:
- Engage with specialists- Success is never guaranteed.But, for a successful webinar, you require an array of certified professionals. It is essential to channel resources to acquire service providers that are well versed with the webinar business model.
- Follow the primary set of stipulations– Webinars are not created impulsively. It requires proper groundwork, craftsmanship, and implementation.
- Organize webinars periodically– Conducting webinars bi-monthly or quarterly enables bonafide address to market trends. Having short term plans articulate the possibilities to modify the budgets and targets. Planning webinars periodically have proven to be more versatile than the more extended duration plans.
- Overindulge in Research– In order to achieve a market position in today’s competitive sphere, it is an absolute necessity to indulge in excessive research to ensure the production of quality content. The industry of webinars has expanded remarkably over the years and taken the competition level to new heights.