A webinar is only as successful as its attendance – and in fact this is quite a hard thing to achieve. Here are my top 5 tips on increasing webinar attendance.
Before we begin, see how you can grow your business with the help of webinar marketing.
The Power Of Webinars
I remember writing about webinars for this very blog back in April last year (see ‘5 Must Have Tools For Creating A Great Webinar’). Just reading through it again, I began by lamenting how under-used the medium was for the purposes of content marketing.
Well, to be honest, not much has changed over the past 8 months or so. Webinars are still great, super-powerful at engaging your audience, and one of the most effective means of creating conversions… for those that actually use them.
For the fact remains that, as a marketing tool, webinars are still far under-utilised by marketers, and that really is a shame. When it comes to adding value to your business (and that, when it comes down to it, is truly the raison d’être of the content marketer), webinars are hard to beat.
They can be used to guide people through the more intricate features of your product, as a kind of lecture theatre where new ideas can be discussed in real-time with your most dedicated and interested following, for cementing and building relationships with your clients and customers, for promoting other pieces of content, such as eBooks, that you might want to draw added attention to, for expanding your presence as a thought leader in your field, and, of course, for increasing conversions.
Put simply, webinars are an incredible weapon in your content marketing arsenal, and you really are missing a trick if you’re not using them.
5 Tips To Increase Webinar Attendance
I suspect that one of the reasons that marketers are a little nervous about taking the plunge with webinars is that they appear to take a bit more organising than other forms content marketing.
For sure, a webinar is only as successful as its attendance – and in fact this is quite a hard thing to achieve. However many people you actually manage to register for your webinar, the average attendance rate is in fact only 25%. So, if you have a goal of attracting 250 people to take part in your webinar, then you will need to get at least 1,000 people to register. And it is with this in mind that I’ve decided to write this blog post. So, without further ado, here are my top 5 tips on increasing webinar attendance.
1.Choose The Right Topic
Yes, this is the most important thing of all. No one is going to want to attend your webinar if the topic sucks, is too obvious, or just plain tired now that we’re in 2016.
You want to strike a balance between gaining as abroad an interest as possible, with something that is targeted enough to generate some real interest and deliver some proper, actionable advice that attendees can take away and utilise immediately.
2.Give Something Away For Free
This is a little trick that I picked up from another website that I write for. They were advertising an upcoming webinar as a ‘Learn and Lunch’ event, giving attendees a voucher for a free pizza to be delivered to their doors.
Of course, food need not be bait of choice – Facebook or LinkedIn advertisement coupons or a free download of an eBook can also be used (or whatever else you have tucked up your creative sleeves).
3.Choose The Right Date And Time
As dedicated as we all are to our professions, 2 o’clock on a Sunday afternoon is probably not a good time to expect people to want to think about their day jobs. Indeed, I’m sure they will all have something better to do than listen to your webinar at that time.
So, weekends are out of the question, and, to be honest, so are Mondays and Fridays – these both tend to be busy ‘catch-up’ days for office workers, and so attendance may not be as great at these times. This leaves Tuesdays, Wednesdays and Thursdays to choose between – all pretty good bets.
But what time? Well, if you’ve got an international audience, then you’ve got a problem if you want everyone to be live – which is why it’s usually best to keep your topics targeted to avoid this.
But, generally, first thing in the morning is not often the best time for high attendance rates, nor is right at the end of the day. Go for mid-morning (about 10:30) or just after lunch (say 13:00), as these are usually the best times to catch people. Though you will need to experiment, as with every marketing variable, and work out the best times for your audience.
4.Create A Killer Landing Page
A killer landing page for your webinar will incentivise people as to the true value of what they will learn if they attend. This is the chance to showcase how you will be sharing ‘insider knowledge and education’ that won’t be available elsewhere. On top of this, you need to make your landing page clear, precise and honest.
Give clear answers as to who, what, where, when and why people should attend, always focussing on the value of the content that you will be offering.
5.Send Reminder, Value-building Emails
Most people who register for your webinar will do so because, at the time they click the button, you’ve convinced them that you’ve got something that they would like. However, after a couple of weeks have passed, they will be forgiven for a slight loss in enthusiasm – especially if you haven’t bothered to remind them that the webinar is coming up.
But, whilst you’re reminding your registrants about the webinar, be sure to emphasise the value of the content that you’re offering. Indeed, build on what you’ve already enticed them with in your landing page. So, in your emails, include links to relevant blogs, eBooks, and other content that cover similar topics. In short, you’re not just trying to remind them to attend the webinar, you’re reminding them why they wanted to attend in the first place.
How do you persuade your following to attend you webinars? Let us know in the comments below.