Written by: Vickie Sullivan | December 22, 2020
Define Your ROI for Online Events
If you use webinars and other kinds of online events to showcase your thought leadership, it helps to know how effective those tactics are. Recently Social Media Today published an infographic that can help. Not only does it have good recommendations, but it also has industry data points that you can use as benchmarks.
My favorite finding is item #6: find out your return on investment (ROI) on online events. It’s tempting to focus on just promoting and generating attendance. When you do, though, profitability takes a back seat. I’ll go one step further: In the furor over brand awareness, a lot of thought leaders leave money on the table. A better question to ask is this: How did this event advance your sales pipeline?
Listen: How to Expand Your Sales Pipeline
Of course, you can’t expect to get clients out of one presentation. You can, however, get more than brand awareness out of your webinars. In your definition of ROI, compare the cost of doing online events to advancing your sales pipeline. 2021 is the year of the opportunity.
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