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How does one increase the number of registrants and eventual attendance for B2B webinars?
Hey Pradyut, I think I can be of some assistance here! I've been part of the team at Demio (a hassle-free webinar platform for marketers) for almost a year now, and I've worked with webinars for longer, and even wrote an article specifically on this subject! (https://learn.demio.com/webinar-promotion-best-practices/)
To sum up the main stuff:
Make sure you talk about the value you're going to provide attendees. People want to know what’s in it for them, they don't want to just be pitched your product. All your marketing copy from your emails to the webinar title should clearly explain why they want to attend the webinar.
Outreach, outreach, outreach. Are you mailing your list, posting on social, running ads (both paid and on your site), writing about it (blogging, guest posting, etc.), sending email reminders, and advertising your next webinar at the end of your current webinar? There are so many things that people forget to do that are simple and can increase attendance.
Overall, as long as you're running great webinars and create a good system for outreach before (and after – share the recording!), your registration rate should grow, and if you're constantly testing things, you should see a higher show-up rate for your webinars :)
Let me know if you have any other questions! Always here to help
These are valuable suggestions. Thanks, Lucas.
Having said that there is a fine line between outreach and over-reach! We've often seen that sending multiple email reminders can be construed as spam and create dissonance.
Also, have you ever worked with content syndication agencies that help promote your webinars, offering leads that can be nurtured towards registration and attendance?
1. promoting early & frequently ,
2. leveraging diverse channels in outreach,
3. creating some kind of buzz,
4. using the other speakers' network (if external speaker i.e., customer present)
5. paying for social ads
Thanks for sharing these suggestions, Can!
Leveraging the fellow speaker's network is quite an effective way to expand one's webinar eventual reach.
A few ideas here, through all the channels you own. Whether it's your email lists, adding banners, calls to action through your chat interfaces (Intercom, drift etc), Twitter, Facebook.. all your social media etc.
Outside of that, you could do co-marketing or getting guests on your webinars where they'll promote your webinar too.
Thanks for your suggestions, Will! Appreciate the same.
We're currently experimenting with CTAs on Drift on our website. Another challenge I face is hitting upon the right topics to host webinars on. There's so much content out there, finding the right value-adding mix can be a stumbling block from time to time.
I'm definitely not advocating 10 reminder emails or anything, but from what I've seen while researching successful companies using webinars, 1-3 reminder emails goes a long way in terms of show-up rates. Typically people have a 1 hour and 15 minute reminder, or 24 hours and 1 hour. I would suggest testing it to see what happens. I miss emails all the time, and sometimes I wish I was reminded just one more time so I would've had a better chance of seeing the email.
We haven't worked with any agencies for content syndication, so I can't speak on that, but you could definitely try it! We've slowly adapted our distribution and syndication process as we go.
Cheers and best of luck!
Finding that right balance between informing and overwhelming registrants is the challenge in this case. I suppose there is no one size that fits all. Only testing and iterative experimentation will help.
Thanks for sharing your insights, Lucas! Really appreciate it.
Whooops that was definitely meant to be a reply to my earlier comment and not its own - oh well!
Definitely a balancing game, but one that will be very beneficial should you figure it out. Testing and reiterating is the name of the game.
Sounds like you're on the right track! Cheers :)
A friend of mine had over 13,000 people attend his webinar one year. The next year they had over 30,000 attendees. They promoted on-line and had each of the presenters promote as well. The first webinar ran consecutively for 15 hours. The second year they ran for 24 hours on YouTube.
This is insightful. Will figure what works best for us.
Thanks for sharing, Scott!
Lots of good answers here already. One thing to consider is effort versus reward. You can sink a lot of time into promotion but like most things, it follows the 80/20 rule. I run our own webinar program at GoToWebinar and more than 90% of our sign-ups are driven by email. And that's not for lack of doing all the other stuff. So if you're strapped for time (which given that you're a growth hacker you surely are ;-) I would recommend only focusing on two things:
1. Build your emails list and use it as your primary vehicle for promoting your webinars. Your webinars are how you convert your list into business.
2. Partner up with someone who already has a big list. Could be a company offering an adjacent product or service or could be an influencer.
One other thing to remember is that the effectiveness of your promotion will be tied closely to the attractiveness of your content. Luckily there's an easy way to make your content extra juicy and that's by giving your webinar a killer title. There are some proven formulas we've found in analyzing about 350,000 webinars run on our platform. We've put them together in this guide: https://blog.gotomeeting.com/the-big-book-of-webinar-stats-everything-you-ever-wanted-to-know-about-webinars/
All the best!
This is wonderful. Thanks for taking the time to respond and sharing your insights, Daniel!
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