Overcome the 2-minute webinar benchmark

Posted by | Audio Visual Technology & Equipment, AV Technology |
Webinar Benchmark

Webinars have taken off as one of the most popular ways for businesses to generate sales leads, achieve their engagement goals and establish themselves as thought leaders, reports Business 2 Community. Firms have picked up on this form of online marketing for many reasons – webinars are generally easy to put together, share and create. In the course of a few business days, companies can pick up audio visual equipment rentals, draft a script and shoot the videos for an upcoming promotional campaign. Partnering with a virtual meeting provider like Tallen can streamline the process.

Even major organizations like the Red Cross, City Year, the American Medical Association, American Bar Association and LinkedIn have created webinars to offer free education or provide insight into key trends, according to Rachel Burstein, who authored an article for Harvard Business Review. Despite the popularity of these virtual presentations, full attention and engagement are still hard to come by. Burstein explains that attendees are often guilty of multi-tasking while tuning in.

“If you’re anything like I am, you listen to webinars with one ear, occasionally checking your computer screen if a graph or image is referenced, perhaps catching up on email or articles while the webinar is running in the background,” Burstein wrote.

This is not a topic- or industry-specific issue. Wayne Turmel wrote a post for Management Issues explaining that webinar presenters only have two minutes to convince attendees the presentation is a worthy use of their time. Unfortunately, this slender window can slip away for speakers that need a few minutes to get comfortable or find their rhythm. To avoid a steep viewer drop-off rate, Turmel suggests that hosts write out the first few minutes of their presentations and outline exactly what attendees will get out of it if they watch. Turmel also points out that speakers should always test their audio visual technology before signing on for the scheduled start time. Delays and technical issues can make hosts look unprepared and give attendees a reason to sign off.

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