During the years of the COVID-19 pandemic when trade shows and conferences were suspended, ag marketers relied heavily on webinars to engage and educate growers and retail partners. Despite the fact that in-person events are most certainly back and thriving since the health emergency has expired, webinars are still a valuable resource for both marketers and our audiences. According to our recent professional use survey, growers and retailers have indicated that webinars are among the top resources for informing purchasing decisions. Ag retailers specifically have mentioned webinars are much more important to their purchasing decisions, with 48% claiming that they are “more” or “much more” important over the past two years, more than other top sources like conferences/events, peers, and manufacturers. Also, total webinar sponsorships for Meister Media Worldwide (MMW) brands are poised to increase significantly over 2022, with many of the top suppliers and manufacturers participating.
While the word “webinar” may conjure up phrases like “Zoom fatigue” and memories of sitting at your home office in sweatpants while the world stood still (and, let’s be honest, some of us still are…), let us go through some of the key reasons of the effectiveness of webinars and why they should be a part of your marketing outreach mix:
Ag marketers have claimed that lead generation is one of the most effective ways to measure the effectiveness of a campaign, and webinars are among the most effective platforms for capturing leads. By offering valuable content, you can attract potential customers who are genuinely interested in your products or services and receive a high number of leads in just a short amount of time. In 2022, MMW sponsors received nearly 8,000 leads in total, with an average range of 250-400 registrants per webinar.
Hosting webinars allows B2B companies to position themselves as thought leaders and industry experts. By sharing valuable insights, best practices, and industry trends, businesses can establish credibility, gain trust, and differentiate themselves from competitors. This enhances brand reputation and increases the likelihood of attracting prospects and retaining existing customers. Also, in the same survey listed above, growers and retailers alike claim that they look to manufacturers most often to provide the best education on products and services, emphasizing the importance of giving your expertise to an engaged audience.
Webinars offer an interactive and dynamic platform for delivering educational content to a targeted audience. Companies can showcase their products, explain complex concepts, provide case studies, and leverage expertise from valued partners. Webinars enable companies to address pain points, answer questions, and provide practical solutions, ultimately helping attendees make more informed decisions.
Webinars have a broad reach, enabling suppliers and manufacturers to connect with a global audience. Unlike physical events, webinars eliminate geographical limitations and logistical constraints, allowing companies to engage prospects and customers regardless of their location.
Compared to traditional in-person events or seminars, webinars tend to be more cost-effective. They eliminate expenses related to venue rentals, travel, accommodation, and catering. Also, instead of having to fight for attention at a trade show with hundreds (or thousands) of other exhibitors, webinars are generally limited to one organization, allowing for ample time to highlight products and services to customers and prospects.
For more information on how Meister Media Worldwide can provide solutions for your digital marketing strategy, reach out to your representative!
Or contact Mike Bloom at [email protected] today!