Webinar Series: Why you should launch one in 2021 [stats]

By redback

One-off webinars can be awesome, but for organisations looking to connect with customers who are often still working remotely and constrained in terms of the physical events they’re able to attend, they may no longer create the kind of brand relationship you need.

There are some compelling reasons to consider launching a webinar series in 2021. For a start, if you’ve already persuaded a prospect or a customer to spend quality time with you, it makes sense to follow up, build the relationship and, in the process, cement your credibility and authority with that source.

We know what we’re talking about — at Redback Connect we’ve been running our own Business Skills series for years, sharing our tips and insights into the wonderful world of webinars.

This year, we’re planning to relaunch that series under the moniker Webinars and Wine — a more fun, approachable and casual take on the topics that matter to our customers. That’s right — we definitely know how to drink our own champagne here at Redback Connect.

But don’t just take our word for it. Here are a few other reasons to extend your exposure by launching a webinar series in 2021:


1. As work has gone remote, so has access

  • 86% of Australian workers want to continue working remotely as part of a permanent arrangement with their employer, according to the Redback Connect Remote Work Survey, 2020.

So to reach every possible customer, every event should provide remote access. Webinars are a great way to do this.


2. Our attitudes to virtual events have changed dramatically in just a year

  • 64% of us now attend more than 6 virtual events a month.
  • 51% of us expect to attend even more webinars and other virtual events in 2021.

Attending virtual events is part of the new normal, according to this year’s 21 Webinar Trends and Tips for 2021.


3. We are all holding more virtual events

  • 85% of us are already holding webinars, according to the 2020 State of Webinar Marketing report.

Most of us are looking to hold more webinars and other virtual events in 2021.

4. Our budgets are increasing

  • 59% of webinar organisers are looking to increase their investment on webinars in 2021, according to the 2020 State of Webinar Marketing report.


5. Webinars are a highly effective marketing channel

  • Three in four users say webinars are an effective marketing channel — and one in two (47%) say they’re very effective, according to the 2020 State of Webinar Marketing report.


6. They’re also very cost-effective

  • 80% of webinar users say webinars “lower the cost of leads” in their organisation, according to the 2020 State of Webinar Marketing report.

“Webinars are low-cost and high engagement,” says one webinar user.

“I love the reach you can get!” says another. “How cost-effective and simple it is to reach all these people you would normally never have the chance of connecting with.”


7. It’s best practice

The vast majority of webinar organisers have committed to a consistent program of webinars, with three in four (76%) running a webinar once a fortnight or more often.

How does that break down?

  • 38% run at least one a fortnight
  • 24% run one every week to two weeks
  • 14% run more than one a week.


8. It offers better branding

A branded webinar series allows you to own a particular niche or positioning and consistently reinforce your expertise in the area over time.


9. It creates new opportunities to generate revenue

People value paid content more than free content. Experienced webinar producers are finding new ways to charge for webinar series including

  • Subscriptions
  • Memberships
  • Sponsorship.


11. It taps into the growing importance of video

  • 81% of businesses use video as a marketing tool — up from 63% over the last year, according to Hubspot

A video-based webinar series is a great way of generating video content cost-effectively. Your webinars can also be simulcast live on a range of social channels, reinforcing your branding and extending the reach of your series.


10. Webinars perform well as part of an integrated content plan

The more integrated your webinar content is, the more opportunities you’ll have to promote it and the more likely your message will get traction within your community.

The most successful webinars are those that are part of a program of events linked to your other marketing activities.


11. A series can extend your reach into other channels

  • There are over 1.75 million podcasts out there — and they’re becoming an increasingly popular marketing channel.

A webinar series can be a great source of podcast content, as well as video snippets that can be rolled out across your social channels.


12. You have a captive audience for other messaging

If you’re providing valuable information in your webinar series, you’ll have a captive audience for other messaging — such as special offers and opportunities to access other content. Take advantage of your access — but don’t get too salesy. It’s one of the biggest reasons people leave webinars early.


There’s never been a better time to launch a webinar series. Contact Redback for a consultation to see how we can help.