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Do Home Improvement Webinars Really Work for Marketing?

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Posted On: May 19, 2020

Almost three-quarters of marketing experts say webinars are one of the most powerful cards in their marketing deck. It’s no wonder: When done right, webinar marketing draws a crowd that stays for up to an hour on average and converts at a rate of 2 to 5 percent.

But home improvement marketers may wonder if this tactic will work for them. Here are several stats and facts that demonstrate the potential power of home improvement webinar marketing.

Webinars retain 40 percent of people’s attention.
Granted, people aren’t going to hear everything you say. They’re probably sitting at their computer while also playing on a phone or wrangling children in the background. But 40 percent is more than it sounds like.

When people hear your message while viewing media (such as videos and slideshows) on screen, they’re more likely to remember the talking points that are relevant to them than if they simply read a blog post. And that increases the chance that they remember you when it’s time to make a purchase.

Most webinars have up to 50 participants.
GoToWebinar drew on its data to create benchmarks, including how many people attend webinars on average. About 45 percent of all webinars in the study had up to 25 participants, and just under 30 percent had 26 to 50 participants.

It’s easy to get caught up in the drive for more, but for home improvement businesses, attracting two dozen webinar viewers is a win. You can provide information, how-to knowledge, and sales messaging in a way that you might normally only be able to offer in a face-to-face meeting. But you’re reaching many more consumers at the same time.

Plus, manageable participation numbers let you host Q&A sessions and really connect with the viewers. That can lead to more conversions.

Up to 40 percent of webinar participants become qualified leads.
On average, between 20 and 40 percent of webinar participants become qualified leads. That’s due in part to a self-selection process; people aren’t likely to sign up for and sit through a 60-minute webinar if they aren’t already somewhat interested. Your awesome home improvement webinar content just helps push them a little further into the funnel.

If your webinar has 50 participants, on average you’ll get 10 to 20 qualified leads. For most businesses, that’s worth the effort of a webinar—especially since you can run the same webinar repeatedly to multiply your results.

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