Even if we are close to the post-pandemic era, webinars are still a valuable content marketing tool for companies to attract and attract potential customers and keep existing customers as your champions. They enable you to tell a real business outcome, not just tell a story.
In the past 12 years, we have produced, delivered and hosted hundreds of webinars in a wide range of the B2B industry.In many cases, we have seen Well-crafted and delivered webinars can make potential customers stand out and become new customers And to help measure their purchase intentions for participating in the webinar.
In this article, we will share the most important lessons about increasing webinar registrants and participants.
Before you start
First, in order to effectively attract the audience of the webinar, you must understand that most registrants and attendees are not currently “ready to sell.” Instead, they are seeking a journey of better knowledge and better education. They don’t want to feel like they are participating in a sales event, or you want them to participate in a sales event. They want to know how you can solve their problems.
Attracting audiences, this is the challenge you face:
- Identify their challenges and pain points.
- Determine how to help them solve the challenge.
- Before and during the webinar, communicate effectively in your email invitation, on your registration login page, and through speakers and slides.
In this way, attendees can eventually become your customers and future advocates.Now, let us understand in more detail how to plan and ensure you reach the audience you need
1. Choose a related topic
Is your topic “essential” content that will enable the audience to understand how to overcome pain points or prove how they will achieve better results? If the content is not specific, or if the content does not provide content that can help them overcome severe challenges, people will not sign up. remember, People make purchases in pain and have money to solve it.
A good example of a related topic comes from a recent case study webinar, which covered a large car dealership. Dealers use innovative software solutions to increase the gross profit and sales of new cars by discussing their challenges, options to solve these challenges, methods used, business results, lessons learned, and entry methods.
Webinar titled Conquer Case Study: How Toyota Improved Gross Profit and Sales Volume of New Cars, Solved a real pain point for car dealers; it attracted about 600 influencers and decision makers! This resulted in more than 180 potential customers, 30 of which were closed, and an annual increase in revenue of more than 400,000 U.S. dollars.
Here are some examples of other very necessary topics that have proven to be very successful in attracting audiences. (By the way, two of them resulted in $1 million in sales-can you guess which one of them are?)
- “Case study: How Merck used virtual team building to improve performance”
- “How Proactive Repair Protocols Reduce Postoperative Recovery Time”
- “Smart Streets: City and Utilities Case Study-Learn how natural gas in Baltimore City and Washington State can reduce costs”
- “Separate competitors from competitors in the world of oil-water separation”
- “Culture Shock: Will Shake Your Company, Store, People, and Sales Growth”
2. Take advantage of industry destruction
A turbulent industry or an industry that deals with chaos and change has matured. You can participate in webinars to learn how to overcome these challenges. The webinars that address these issues do a good job of attracting audiences. All the examples above deal with the interference caused by changes in the market, standards, or legal compliance changes in one way or another.
E.g, We continue to see very strong audiences gain results in dealing with disruptive industries, Such as aerospace, automotive, healthcare and life sciences. These industries continue to attract 250 to 950 registrants, with an attendance rate of more than 50%, and have attracted more than 80% of peak audiences before the on-site quality inspection team started.
3. Establish demographics that match your theme and value proposition
Start by asking yourself: “If I receive an invitation to participate in a webinar, is the value proposition clear enough that I want to participate?” Create a prioritized list of industries, markets, or types that will benefit most from the topic Buyers can also align with your desired business results. For example, in addition to identifying these five main demographic characteristics (industry, position, position level, income threshold, and geographic location), Continuously improve the most attractive positions and functions of your webinar.
We held a webinar for a company that specializes in providing light-curable materials (LCM), and hope to introduce the audience to the commercial benefits of using these LCMs to reduce costs, improve safety, and save energy. By improving demographic data, we have not only identified 10 top industries, but also the most mature positions to understand why LCM has advantages over traditional methods. A title that only targets manufacturing or engineering will be easy, but it is easy for us to align the theme and value proposition with the right role.
4. Consider external thought leaders as speakers
When at least one speaker is not related to the company sponsoring the webinar, the credibility of the webinar will be greatly improved. Thought leaders or third-party experts are critical to attracting audiences. During the webinar, they can use real-life examples to educate the audience and share trends and opportunities to overcome key challenges. The correct approach is that true thought leaders will inspire participants who are interested in learning more to contact the webinar sponsor after the webinar.
We held a webinar for a very well-known brand. The brand chose their vice president of sales as one of the presenters and also hired an in-house engineer, but it turned out to be smooth sailing. Although they are knowledgeable, they lack a reliable third-party spokesperson, which makes this event sound like a company’s sales promotion. When industry analysts, editors, or thought leaders who have nothing to do with the webinar sponsors get involved, it will not look like a sales pitch, but rather inspire people to sign up and participate.
5. Collection and demining feasible life cycle intelligence
Any project, plan or activity has three vital success factors, which must be managed and monitored throughout its life cycle to achieve or exceed your business results:
- An effective, time-driven method.
- A set of evolving best practices.
- Appropriate metrics or KPIs (Key Performance Indicators) are used to benchmark and predict results before, during, and after an event.
What is measured is done. Key email and webinar performance indicators can tell you whether you are achieving your goals as planned. If you are not, then they will help you diagnose what halfway changes you need to make long before you encounter a virtual audience.
Knowing the speed of your email delivery can provide insight into how your list is performing and reveal any differences between the number sent and the number sent. The open rate allows you to gain insight into the effectiveness of the subject and subject line. The unsubscribe rate tells you whether you want to address the correct demographic characteristics of your audience.
The best early indicator of the success of a webinar is to compare the number of registered people with the number of people who actually clicked on the registration page (your click-through rate). It will predict the type of registration and attendance you can expect with amazing accuracy. A click-through rate higher than 25% can strongly indicate that your message resonates. A low click-through rate among teenagers may indicate that your landing page is attractive, and there are problems with your overall messaging and value proposition.
Other life cycle intelligence that needs to be collected includes demographic information (industry, job title/position, and region being registered) and which sources (such as email marketing or social media) are driving registration.
Perhaps the most important intelligence you can gather is Just ask people when they sign up: “What do you want to learn from this webinar?” It’s best to know about this before the day of the webinar as it helps verify the messaging and deliverables you promised to include in the invitation. More importantly, you can share this information with the speaker to ensure that their speech matches the audience’s interest.
(And these are just webinar performance indicators to observe before Internet Conference!Many other indicators are used During and after I plan to introduce the webinar in the next article. )
Although these courses are only superficial introductions, following them will ensure that you reach and exceed your business goals while adding value to your audience. Quality content marketing is about making your attendees smarter so that they can make more informed decisions and choose you as their supplier or partner.
Finally, there are two important confessions to remember: First, your participants are on the go-resist the temptation to sell during the webinar. The sales time is after the webinar ends, because you can use all the life cycle intelligence and indicators collected before, during and after the webinar to determine who is ready to sell, who needs more nurturing and who is not ready to sell. fit.
The second confession is Host a webinar There are many moving parts, and laying the foundation for a smooth webinar production is vital to success. Although we have hosted many webinars, we know that although planning and managing webinars is time-consuming, choosing a shortcut is not an option. If your plan fails, your plan fails.
This is the success of your webinar!