The Future of Webinars Isn’t Just Live

On-demand webinars offer many of the same opportunities to communicate with your audience and even present some unique benefits of their own by living on well after the live event has ended. GoToWebinar’s, Daniel Waas, looks at some of the reasons behind this growing trend

Some of our recent research data tells us that more than one in four registrants only sign up for webinars to watch the recorded version after the event. This is a phenomenon that marketers can and should take advantage of by offering recordings and storing their webinars online in a place that is accessible after the webinar has concluded. On-demand webinars and other content offer many of the same opportunities to communicate with your audience and even have some unique benefits of their own by living on well after the live event has ended. Here’s a look at some of the reasons we expect this to be a growing trend:

You Can Reach New Audiences

Video streaming is, of course, insanely popular among consumers, and B2B is quickly following that trend. Whatever industry you’re targeting, there are many professionals are out there searching for educational video content that they can watch on their own time. If you’re able to direct them to your valuable content, they have the potential to turn into inbound qualified leads – extending your reach beyond those folks who signed up for the session in the first place just to watch it later.

It’s Easy

A lot of work goes into creating your webinars, so why not try to get every last mile of usage out of them once they’re complete? Recycling them by making the recordings accessible on-demand allows you to vastly increase your webinar’s ROI. All you have to do is upload them to a single page and make them searchable by topic, allowing viewers to find exactly the content they’re interested in and watch it at their leisure. You can also give them the option to subscribe, and then you can send them notifications when new, relevant content becomes available.

You’ll Have More to Analyze

On-demand provides a unique opportunity to track and analyze views, user interests, and attention span, and to gather contact information. You can also use this data to improve and personalize future live webinar content and develop more advanced distribution and interactivity strategies.

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