As part of our blogging series on what to expect from your construction marketing in 2021, we tackle the subject of CPD webinars and why they will remain a crucial driver in your marketing strategy for next year.
If you’ve read any of our previous posts, you will see that we’ve blogged extensively on digital CPDs, so if you want to learn more, explore your options, find out requirements, etc, click here.
Let’s dive in…
2020 Webinar Stats to make you gasp
2020 felt like the year for webinars - particularly within the building products and construction industry - where we all found ourselves unable to deliver CPD in the traditional, face-to-face way.
Here are some webinar attendance rates taken from webinargeek:
- Training webinars had an attendance rate of 65%.
- 73% of B2B marketers believe webinars were the best way to generate high-quality leads.
- 33% of the registrants for webinars happen on the day of the webinar itself.
- 1-hour webinars have a sign-up rate of 67%, while 30-minute webinars attract only 8% of sign-ups.
- The preferred duration for a webinar is 30 to 40 minutes.
- Most people only attend 1 webinar per week.
- Email remains an important communication factor for signing up for webinars.
If you failed to deliver a CPD webinar, you may have missed out on some of the fruitful advantages highlighted above.
Fear not, however, many predict that the forecast for 2021 will be just as bright…
Webinar Forecast for 2021
None of us have a crystal ball and if we take anything from 2020, it’s how unpredictable things can be.
However, it’s fair to say that the arrival of the Covid-19 vaccine will restore us to a more normal life (we hope). Despite this, we predict that webinars will continue to play a crucial role in 2021 – and will be key for building product manufacturers to reach a wider audience of specifiers.
- They’re cheap (no travel expenses, no costly lunches)
- They can be accessed by anyone, anywhere – increasing your audience reach
- They’re more economical
- They can be used as a key lead magnet on your website
Using CPD webinars as a lead magnet
I highlighted the last statement because, by recording your CPD webinar, you can house it on your website, allowing users to sign up and access it at any time.
With internet usage skyrocketing in 2020, your building product website will take on a different role in 2021.
No longer will your website be merely a ‘brochure website’. 2021 will force you to think of your website as that ‘extra salesperson’, facilitating the buyer’s journey for your audience of architects and specifiers.
So, you need to take every possible opportunity to develop high-quality content for your website…
… and what better way to do this than to upload your CPD webinar for users to view in exchange for their contact details.
Developing a construction marketing in the age of destruction is no easy feat. While all our plans were turned upside down in 2020, creating an adaptable strategy for an uncertain 2021 will be crucial.
If you require any help/advice/assistance from one of our digital marketing experts, don’t hesitate to get in touch!
Insynth Marketing is a leading UK construction marketing agency based in Shifnal in the West Midlands.
They use the latest inbound marketing techniques such as construction inbound marketing, to support building product companies to grow their business by proactively driving sales lead generation activity.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.