By Bob West
Webinars continue gaining popularity among marketers looking to engage the ag retailers, farmers and greenhouse growers served by Meister Media, so we surveyed our audience in April 2020 to learn exactly what they like and dislike about webinars. The data offers a range of insights, but most telling was the degree to which webinars influence prospective customers’ buying decisions. In fact, 90% of webinar attendees told us that attending a webinar has made them more likely to buy or recommend the featured product.
So, while marketers may produce webinars for the invaluable database of sales leads they produce, that’s clearly only part of a webinar’s value.
Here are three additional findings from the survey:
- Webinars spur activity. Webinar attendees aren’t done learning about a produce when the webinar ends. In fact, 96% of webinar attendees report taking a follow-up action after the webinar, such as going online to learn more about the featured product or sharing information they learned with a coworker. Furthermore, 26% of webinar attendees contacted the webinar sponsor directly for more information
- Our audience expects to attend even more webinars in the future. Roughly 80% of the survey respondents noted they have attended a webinar for work in the past 12 months, and those who have attended a webinar have actually attended an average of 4.3 of them during this timeframe. When looking forward, 78% of them noted they expect to attend webinars even more often in the future. Clearly, every company looking to sell to this audience would benefit from a webinar strategy.
- Webinars reach more people than the registration database tells you. 40% of our survey respondents told us that they watch webinars alongside their co-workers. So, even with an average of just 1 co-worker per webinar attendee, that doubles your reach with each webinar.
For a complete copy of the survey results and additional insights into grower and retailer attitudes about webinars, contact us and let us help grow your business.
Bob West is the Commercial Digital Director for Meister Media, and he can be reached at 440/602-9129 or [email protected]