Why companies should not invest in a single webinar.
When companies decide to start their Webinar journey, I quite often see them getting off to a wrong start.
They do everything right. The teams prepare the story carefully with a speaker that suits their brand. They activate the right channels way ahead of the broadcast to promote it. They create one great webinar.
But then… it under performs. Attendance is lower than expected and engagement is average. And the conclusion I often hear is: “Webinars don’t really work for us.” But the problem actually never was in the webinar. It is in the expectation, because a single webinar is just one touchpoint. And trust is something that is not build in one moment.
After running more than 10.000 webinars for client what I have seen work is consistency! People return when they consistently get value. And this is where the shift happens, you have to create consistently over time. Then familiarity with your audience grows. You brand builds trust and with it engagement increases. The companies that succeed here don’t think in one webinar, they think in series. Over time, that creates momentum with more people show up and those people start inviting others. It compounds.
Yes in the beginning it can feel slow, but that is normal. Think of it like this: You’re not just running a webinar, you’re building a communication channel. And that one-off webinar that those teams where painstakingly creating, it isn’t a failure. But it often becomes one because they never gave it the chance to grow into something amazing.
Keep showing up.
Keep telling your story.
Give it time.
You might be surprised where it takes your brand.