All posts by Brandon Hess

Brandon Hess is the Sr. Inbound Marketing Manager at ReadyTalk. He oversees ReadyTalk's online advertising (ppc, display, retargeting), SEO, A/B testing, landing page design, analytics and the ReadyTalk website from an inbound marketing perspective while working closely with PR in regards to content marketing and creation. Brandon began his career in the web design and display advertising operations at Gannet and the Denver Newspaper Agency before managing the Search Engine Marketing wing at Indigio, a local design agency. Prior to joining ReadyTalk, Brandon worked as a PPC Account Manager for Trada, a Google Ventures agency in Boulder Colorado. In his free-time, Brandon obsesses over comic books, his Spotify playlists, reading sci-fi/fantasy, writing, drawing, spending time with his wonderful wife and two large dogs and answering the daily question of exactly how tall he is.

Debunking Webinar Myth #8: People never attend webinars

Debunking Webinar Myth #8: People never attend webinars

webinar mythsAgain, when it comes to webinars, it’s important that you manage your expectations. While you might have a lot of registrants, that doesn’t automatically convert into attendees. Furthermore, there are other registrants who might have something come up, but still want to attend, so they watch the on-demand webinar.

Tweetable alert: According to the 2013 Webinar Benchmark Report, only 42% of registrants attend the live event.

If you’re seeing a low registrant-to-attendee conversion rate, there are a couple of ways to increase attendance rates:

  • Promote a giveaway that will occur during the event.

  • Send a reminder email within 24 hours of the event.

  • If they simply can’t attend, send a follow up email with access to the recorded webinar.

How do you increase attendance to your webinars? Share your stories in the comments section below!

This concludes the debunking webinar myth series. If you’d like to read about all of the webinar myths, download “The Top 8 Common Webinar Myths” ebook below.

 

We know there are a lot of common misconceptions about webinars. They’re expensive, people never show up or something always goes wrong. But we also know webinars are a great lead generation tactic that provides companies with high quality leads. So, why all the bad press?

We’re here to debunk the most common webinar myths. Download “The Top 8 Common Webinar Myths” ebook to learn more:

download ebook now

 

 

 

Debunking Webinar Myth #3: Webinars produce quantity, but not quality.

Debunking Webinar Myth #3: Webinars produce quantity, but not quality.

Common Webinar MythsSometimes, we hear from customers that their webinars drove a ton of registrations or high attendance, but they didn’t feel like they generated many qualified leads. What gives?

A great webinar topic can drive a lot of interest from people in all buying stages. That means a lot of people might show up to your webinar, but they might not turn into qualified leads right away. This could give you a false sense of how we your webinar performed.

This is definitely one of the most important myths that needs to be dispelled.

Tweetable alert: Webinars provide a higher quality lead than most other lead generation tactics because prospects:

  • provide accurate data to gain access to the webinar,

  • are willing to give up their time to join the webinar for an extended period of time, and

  • they want to hear what you have to say.

If you feel like webinar attendees are not turning into qualified prospects, then it’s time to use some lead qualifying techniques to find and identify the best prospects:

  • On the sign up form, have an open-ended question that asks why the prospect is attending the webinar.

  • Conduct surveys or polls during the webinar to gather some insight into your attendees.

 

How many qualified leads do you usually get out of a webinar? Share your stories in the comments section below!

 

Stay tuned for the next post in this series about the myth surrounding webinar technology.

We know there are a lot of common misconceptions about webinars. They’re expensive, people never show up or something always goes wrong. But we also know webinars are a great lead generation tactic that provides companies with high quality leads. So, why all the bad press?

We’re here to debunk the most common webinar myths. Download “The Top 8 Common Webinar Myths” ebook to learn more:

Webinar Myths

 

 

Optimize Your Webinar Spending with the Webinar ROI Calculator

Optimize Your Webinar Spending with the Webinar ROI Calculator

webinar ROI calculatorAs a marketer, you’re probably asked to provide weekly results in order to justify your budget and efforts. Week over week, you’re continually trying to improve your efforts and you know you have to adjust quickly. In a multi-channel marketing world, that can be hard to do, especially with tactics that require more time and planning.

One tactic that requires more time and planning is webinars. While some may shy away from conducting them because it takes a lot of work to make them successful, they shouldn’t.  Why, you might ask? Webinars provide a higher quality lead than most other lead generation tactics because prospects:

  • Provide accurate data to gain access to the webinar,
  • Are willing to give up their time to join the webinar for an extended period of time, and
  • Want to hear what you have to say!

Furthermore, according to Ascend2, of the lead generation tactics available, webinars are the second most effective type of premium content for marketers.

But, how can you justify the expense and make it more cost effective, while still producing those high quality leads webinars provide?

A couple of weeks ago, we launched our Webinar ROI Calculator, which is designed to help you identify what your webinar program is costing you, and then offer some suggestions for better ROI. Using this calculator to analyze your current webinar plan will also help you have more meaningful conversations with your boss about why this tactic is worth it in the long-run.

Improve your marketing numbers while optimizing your webinar spend. Try our free Webinar ROI Calculator today.

 

Less Work, Better Results: Use Marketing Automation to Your Advantage

After broadcasting a webinar and recording it, promoting it and encouraging people to watch the recording becomes the next steps for a marketer. Marketers promote videos using both inbound and outbound strategies for maximum effect. Obviously you can start by uploading the video to your company’s website, but take it a step further and direct people to your landing page. Send out a URL through outbound mediums to inform people of the webinar or use it in a nurturing campaign. Your webinars should be targeting toward specific audiences, so employ multiple ways to promote to those audiences.Marketing Solutions

Utilize the webinar to your company’s advantage by uploading it through a video service such as Wistia or Vidyard. These services allow you to use marketing automation that can track valuable information about a prospect. While broadcasting your video is a solid first step, maximize the information you obtain from that broadcast by collecting email address and lead generation data.

By uploading your webinar into Wistia or Vidyard, your chances of gaining potential prospects or contacts increases immensely without you having to do extra work. The video service does your work for you: allowing you to collect email addresses of viewers. It is up to you, the marketer, to decide at what point in the recording you would like to collect information of the viewer. The video services provide you with the options of obtaining it before, during or after the video finishes. Playing the first part of the video before asking viewers to enter an email address in order to continue serves as an excellent tactic because it allows you to see who was interested in the video, and it gives the viewer a slight preview of the quality information still to come. 

Marketing automation light bulb

Beyond providing a place to collect email addresses, automation services also keep records of which videos people are watching along with which webpages they are visiting. By tracking this information combined with noticing how much of a video a person actually watches, automation possess the capability of configuring a lead score. When it comes time to analyze the data that the automation provided you with, pay attention as to whether a person produced a high lead score and whether or not they watched the entire video. If that person seems promising, either send them over to your sales team to close the deal or enter them into a nurturing track by sending them videos related to that particular topic.

You spend a lot of time producing webinars, so it is time to maximize your efforts and your lead score by taking advantage of all the possible tools offered to you. Extend your webinar out for an extensive time period and gain the most amounts of leads and valuable information as you possibly can.

To learn more about automation, check out our webinar clip featuring Mathew Sweezey, “Using Marketing Automations to Your Advantage.”

To read more about how to utilize webinar recordings to their full potential, check out our other blogs:

“The Cost of a Webinar Lead: Getting the Most out of Your Webinar Investment”

“How to Target a Demand Generation Audience vs. a Nurturing Series”

“If You Struggle with Evergreen Topics, Then Read This”

“If You Don’t Try Designing a Live Webinar for On-Demand Use, You’ll Hate Yourself Later”

9 Tips to Promote and Increase Registration for Webinars

Turning prospect to client - conversion rate

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.live_demo_orange
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!

Want to conduct interactive webinars? Sign up for a live demo to learn more about the ReadyTalk solution.