A webinar is only as good as the number of attendees, and the first step in gaining attendees is registrations. In a world of endless webinars and promotions, it is not enough to just provide great and captivating content to attract registrants. You should have a promotional plan and strategy in place in order to increase registrations and awareness about your webinar.
According to Hubspot, only about 30% of the people who register actually attend the webinar. Therefore, marketers need to think about how to promote, when to promote and what to promote as it gets closer to the webinar in order to turn more registrants into attendees. Here are some ways to promote and increase registrations for your next webinar:
1. Get the topic right: An interesting and informative topic is key. Focus your webinar around a topic that is educational for your target audience and that will help them solve a problem in their organization. Having an appealing title for your webinar will also help bring in more registrations, if the prospect can quickly gather what the topic will be from the title.
2. Get the timing right: According to our data, the best days to conduct a webinar are Tuesdays and Wednesdays. On Mondays and Fridays, most people are in catch-up mode, and may not want work (and work-related events) to spill over the weekend.
The best time to conduct a webinar depends on the location of the majority of audience. However, according to the Webinar Benchmark Report for 2013, the best time is 11 a.m. PST.
3. Get the timing of the invitation right: Start the promotion at least a week before the webinar for best results, but expect a flurry of registrations the week of the webinar. According to the 2013 Webinar Benchmarks Report, 64% of all attendees register during the week of the event. Email promotions more than seven days before the webinar increases the size of the audience by 36%, and sending an email within one day of the event increase registration by 37%. Start promotion a week out, but keep going up to the day of the event for more registrations and attendees.
4. Have a comprehensive landing page: There is nothing more tragic than going all out via PPC ads, social media posts, and SEO marketing to bring traffic to the landing page of the webinar and to see visitors walking away without registering. It is important that the landing page is clear and includes the Who, What, When, Where and Why of the webinar. The landing page visitor should be clear as to why registering for the webinar would benefit him or her. A clear and visible link to the registration form helps as well, generally with a bright and bold CTA button.
5. Leverage social media and other relevant channels: The importance of social media is obvious. Posting news of upcoming webinars on your Facebook page or tweeting about the event is another way to attract potential registrants. Blog posts are great for providing more detail to your subscribers, and sharing links with your network on LinkedIn can help you spread the work with a relevant audience. Make sure to tailor your promotional messaging on these channels to appeal to more of your followers.
6. Use paid media: PPC ads are effective in driving leads to the webinar landing pages, and bidding on long-tail keywords helps to keep CPC costs low. Use lead management and marketing automation systems to narrow the focus and target the right audience based on industry, roles, and expression of interest. Make sure to generate a good first impression in both the advertisement that pulls people onto the landing page and the landing page itself. Both require a definite “call to action,” which, in this case, is to register.
Also, make sure that your webinar is available on-demand for continued PPC campaigns after the actual event.
7. Enter into strategic partnerships: Entering into partnerships with other individuals or brands can be very beneficial in spreading the word and driving registration. Two heads, or brands, are better than one, and partnering up can also increase your brand recognition and awareness.
8. Market through speakers: Don’t just promote the webinar through the company brand — ask the speakers of the webinars to promote the webinar among their own networks. (And don’t forget your other brand advocates!)
9. Keep it simple: Last, but not the least, keep the registration formalities to the bare minimum. Many prospects are frightened away or simply turned off by the idea of filling out a lengthy or complex form. A best practice is to simply ask for the name, email address and maybe one or two simple questions about what they are looking to get out of the webinar or what problem they’re experiencing their organization. You can gather more information during the webinar with polls and Q&A.
Webinars are a great source for new, qualified leads, where 20 – 40% of attendees can turn into qualified leads. By using these nine tips effectively, you’ll see more registrations and attendees at your next webinar. Happy webinar-ing!
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