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The primary goal of a live webinar is to deliver interesting content to a specific audience at a set time. If there is no follow up to the live event that's where your audience engagement will end. In business today, this isn't good enough. We are always looking for ways to extend the life of our content. Which is why you need On-Demand webinars. Not only do they prolong engagement with your existing audience they can even bring in a fresh audience after the live event has occurred.
What Are The Benefits Of An On-Demand?
The first obvious benefit of an On-Demand is increased viewings. Typically only 30-40% of those that register will attend live on the day. Scheduling and meetings popping up often mean that registrants no longer have the availability to attend your event (even if they really want to!). This is where On-Demand recordings come in. The 70% that register but don't turn up are clearly interested in the content but unable to watch. With an On-Demand recording they can fit the webinar around their schedule. And most importantly, you don't miss out on the chance to engage with them.
You also have to look at the potential for new registrants, the On-Demand content is there ready to be watched and digested so anyone who missed the original promotion for the live event can register for your On-Demand webinar.
On-Demand content is also a great way to promote upcoming live events that have a similar theme or subject matter. The more of your content an attendee views, the more they are likely to remember you and to visit your website if they need information.
Breathing New Life Into Your Content
So what is the best way to promote On-Demand content? Well, there is no fixed formula for this, however there are a number of options to try:
Using a webinar channel is a great way to make the most of your On-Demand. For me the best analogy here is the supermarket, my local supermarket has the everyday items, such as bread at the far side of the supermarket, so I have to pass all manner of other exciting products to get there. Typically I will pick up one or two other items as I go.
By using a channel you will get more eyes on your content, if you have 5 webinars, each attracting 100 people, you have 500 people being exposed to each webinar.
You can even build a master channel with all webinars when you use WorkCast. From their you can then add a series of smaller channels focussed on specific subjects. Clever use of form fields can help you gain new information each time someone registers, helping you build a detailed picture of what you viewers are interested in.
As discussed in my previous blog post there are a number of interactions you can use during a live event. Many of these can also be included with On-Demand content, maintaining a level of interaction with your attendees.
While you aren’t able to answer questions in real time you can still ask attendees to submit questions. The major benefit of this is that it gives you a reason to get in touch with people via email to start a dialogue.
On-Demand events will still allow you to poll your attendees, and these can be set to pop up at various times during the event, so you can still measure the understanding at the start and end of a webinar, or poll interest on a specific subject etc.
The Resources Tab
The resources tab is still active in On-Demand events, allowing attendees to download a variety of resources such as certificates of attendance, eBooks or any other document you can think of. You can also include web links in this space so attendees can find out more information. A good example here would be to include a link to the registration page for your next event.
In addition to resources you can add a chapters tab, this allows attendees to jump to a specific section of the presentation without having to guess where it will be. So if you have 3 presentations and a Q&A portion at the end you can have a chapter for each of these sections. Meaning if someone only wants to listen back through the Q&A or to a specific speaker they can do this with ease.
Checking On-Demand registrations may be considered a time consuming task if you have to download details from another platform to then load into your own CRM system. However On-Demands can be embedded into existing CRM systems, so rather than having to keep checking back your new contacts should feed straight into your system.
On-Demand content is only as strong as you allow it to be. If you convert a live webinar to On-Demand, send one mail shot and then forget it exists, don’t expect it to work for you. It is so important to keep promoting this content, and it doesn’t require a full budget of its own.
Using social media is a cheap, easy way to get the content out there, using current and relevant hashtags can really bring an old webinar back into the fore.
Promote On-Demand events as part of live events, referring back to a webinar may prompt attendees to go back and view the On-Demand webinar, they may in turn share this and before you know it you have a whole new audience.
Remember the webinars you have run. If someone asks you a question, use that opportunity to promote an On-Demand event. Give a short concise answer, but suggest checking the On-Demand webinar for more detailed information. This also works with poll results, if people indicate a weakness on a certain topic, use that to help promotion.
Don’t forget…On-Demands have feelings too
One thing to keep in mind is to avoid competition with your live events, if you are using a live event to promote an On-Demand keep it relevant. Also remember not to overload your potential audience with too much On-Demand promotion.
Just remember On-Demand webinars can be every bit as interesting and useful as live events, you just need to use them correctly and don’t simply run a live event and file the On-Demand.
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