How to increase webinar registrations
Even though we are nearing post-pandemic times webinars remain an essential content marketing tool for companies. They can be used to engage prospects and retain customers, as well as to attract new ones. These webinars allow you to tell a story that goes beyond the sound bites and has real business results.
We have hosted hundreds of webinars in a variety of industries over the past 12 years. We’ve seen in many cases how webinars can be used to improve business performance.A well-produced webinar can help prospects move past the fence and become customers.As a result, they will be able to measure their intent to buy.
We’ll share our top tips for increasing webinar attendees and registrants in this post.
Before You Begin
First, it is important to understand that not all attendees and registrants are “sales ready”. They are instead on a journey to be better informed and more educated.They don’t want the feeling that they are being asked to attend a sales pitch.They want to learn how you can solve your problems.
It is your challenge, to attract an audience.
- Identify their pain points and challenges.
- Find out how you can help them overcome their problem.
- This information should be communicated effectively before and during the webinar – in your email invitations and on your registration landing page.
This will allow attendees to become customers and advocates for you. Let’s now get into the details of how to plan and attract your audience.
1. 1. Choose a relevant topic
Your topic should be a “must-have” to educate your audience about how to overcome pain points or show them how they can achieve better outcomes. If it isn’t specific enough or doesn’t offer content that will help them solve a problem, people won’t register. Keep in mind,People buy when they’re in pain and have the money to fix it.
An excellent example of a topic that is relevant comes from a case study webinar about a large automotive dealership. The innovative software solution enabled the dealership to increase new vehicle sales and gross profits. They discussed their challenges, solutions, methods used, business outcomes, lessons learnt, and how they could improve.
The webinar, Conquest: How Performance Toyota Increased New Vehicle Gross Profits and Sale, addressed an important issue for automotive dealers. It attracted 600 decision-makers and influencers! Over 180 leads were generated, and 30 of them were closed. This led to an increase in revenue by more than $400,000 annually.
Below are some examples of other must-have topics which have been very successful at attracting an audience. (By the by, two of these topics led to a multimillion dollar sale. Can you guess which one?
- “Case study: Merck uses virtual team building to increase performance”
- “How Active Rehab Protocols Reduce Post-Operative Recovery Time.”
- “Smarter Streets”: Case Studies for Cities & Utilities. Learn how the City of Baltimore and Washington Gas reduced their costs.
- “Separating Contenders from Pretenders in Oil Water Separation”
- “Culture shock: Shake Up Your Company, Your Stores, Your People, and Your Sales Increases Will Follow”
- competitive edge products
2. 2. Use industry disruption to your advantage
A webinar is a great way to get help for industries in turmoil or those dealing with change and confusion. These webinars are very popular and attract a lot of people. Each of these examples dealt with disruption caused by industry changes in markets, standards or legal compliance shifts.
Take, for example:We continue to observe strong audience acquisition results in sectors that deal with disruption.Aerospace, Automotive, Healthcare, Life Sciences. These industries attract between 250-950 registrants each year, with attendance ratios exceeding 50% that retain more than 80% of peak audience long into the start the live Q/A panel.
3. Create an Audience Profile that aligns with your topic and value proposition
Begin by asking yourself: “If I was invited to my webinar, would the value proposition be clear enough for me to attend?” Next, create a prioritized list of industries, markets, and types of buyers that will benefit most from this topic. These priorities should also align with your business goals. These five demographics can be identified as: industries, job titles, job levels and revenue thresholds.Keep refining the job titles and functions that appeal to you most in your webinar.
A webinar was conducted for a company that provides light-curable material (LCMs). We wanted to inform the audience about the business benefits of LCMs in order to lower costs, increase safety and save energy. We were able to identify 10 industries that are most likely to benefit from LCMs by refining our demographics. While it would be easy to target only those with engineering or manufacturing experience, we didn’t align the topic and value proposition with the right persona.
4. As Speakers, Consider External Thought Leaders
A webinar is more credible if at least one speaker isn’t associated with the sponsoring company.Attracting an audience requires a thought leader or third-party expert.They can use real-life examples to educate and share ideas with the audience. If you are interested in learning more, contact the webinar sponsor.
A webinar was done for a well-known brand. The sales vice president and an engineer were chosen as presenters. It didn’t work out. The event sounded like a sales pitch to corporate sales pitches, despite the fact that they were very knowledgeable. It will be less sales-oriented if an industry analyst, editor or thought leader is present. This will motivate people to register for the webinar.
5. Collect and mine actionable life cycle intelligence
To achieve or exceed your commercial goals, any project, initiative or event must have three key success factors.
- Proven, time-driven method.
- A collection of best practices that are constantly evolving.
- To benchmark and predict the outcome of an event, it is important to use appropriate metrics (or KPIs)
What is measured gets done.You can use key metrics from your webinars and emails to determine if you are on track to reach your goals.If they are, they will help you identify mid-course changes that need to be made before you meet with your virtual audience.
Your email delivery rates give insight into the performance of your lists. It also reveals any differences in the number of emails sent and received. Open rates give insight into the effectiveness and relevance of your subject lines and topics. Unsubscribe rates let you know if you are reaching the right demographics.
The best indicator of success in a webinar is to compare how many people register to the number that click on the registration page (your Click Through Rate). This will give you a great idea of the type of attendance and registration that you can expect.A CTR of more than 25% is a sign that your message is receiving attention.Low CTRs, especially in the teens, could indicate issues with your landing page appeal and overall messaging.
Another life cycle intelligence you can collect is demographic information. This includes which industries, job titles/functions and geographies register, as well as what sources (email marketing, social media) are driving registrations.
The most valuable intelligence you can collect isSimply ask people to answer the question “What do YOU want to learn from this webinar?”This will help validate the message and deliverables that you have promised to discuss in your invitation. It is better to know this information before the webinar day. You can also share this information with speakers to ensure that they are aligned with the audience’s interests.
These are just the metrics that you need to consider prior to the webinar. You can also use other metrics throughout and after the webinar. I will be covering these in my next post.
These lessons are only a small part of the overall picture, but they will help you achieve your commercial goals and add value to your audience. Content marketing is all about helping your audience become more knowledgeable so that they can make better decisions and choose you to be their partner or vendor.
Remember two things. You can use all the information and metrics from the webinar before, during and after it to determine who is ready to sell, who needs nurturing more, and who isn’t.
A second confession: creating a webinar is a complex task. It is crucial to set the right conditions for a successful webinar production. We’ve seen many webinars and know that although planning and managing a webinar can be time-consuming, it is worth the effort. You will fail if you don’t plan.