Jack’s Hacks: Three Big Tips for Driving Webinar Attendance

One of the most common questions we get here at ON24 is, “How do I get people to sign up for my webinar?” There are a lot of tactics and strategies you can deploy to encourage registration. But one of the more underrated angles, to me, is making the most out of the registrations you have. Focus, especially for nascent programs, should be directed to driving webinar attendance.

For any given webinar, you’re only going to get a set number of people who register. Not everyone who registers, however, will attend the event. Your goal should be to keep the number of no-shows to a minimum and entice as many of your registrants as possible to actually show up to your live webinar. There are two ways to go about this.

Webinar Attendance Generating Tip 1: The Giveaway

The first and the most successful tactic for us, the giveaway, also requires a bit of budget. But, if you can afford to hold a raffle or drawing with prizes every now and then, you can see great results. You can also encourage a bit of engagement as a part of your raffle as well. For example, you could ask attendees for questions on a given subject ahead of the event and draw a random winner from that cohort live.

Keep in mind that you don’t have to break the bank for prizes that draws an audience. We’ve given away t-shirts, headphones and other items that have helped to draw an audience.

Webinar Attendance Generating Tip 2: Adjusting Your Messages

By default, ON24 sends emails to webinar registrants two days before an event and two hours before. While this is a good standard to employ, we decided to change things up with our email messages.

We had our presenter, in this case, Mark Bornstein, write and send a reminder email the morning of the event. The message is simple and is there to encourage people to attend and remind potential participants about any promotional giveaways happening during the webinar as well. Sending this very simple email has had a noticeable effect on webinar attendance.

There’s also one more message we’re experimenting with — and that’s a reminder email email sent from the platform 15 minutes after the event has started. It may sound counter intuitive, but we’ve noticed a distinct spike in webinar attendees after we’ve sent the post-15 minutes message. With these slight tweaks, we’ve seen as much as a 10% increase in webinar attendance on certain events.

Webinar Attendance Generating Tip 3: Driving On-Demand Viewership

Finally, there’s the on-demand webinar element to consider. Remember the drawing/raffle experiment I mentioned in tip one? Well, we’ve been playing around with picking people a week or so after the event to boost on-demand views.

What we’ll do is send out two reminders telling no-shows  about the webinar they missed. We’ll also another message from the speaker a week later recounting the event and, if there was a drawing and no one claimed the prize, that there’s still a chance they won. We’ve some fairly good success with that tactic as well.

That’s all for now. Good luck webinaring, webinerds!

Jack’s Hacks: Partner Marketing Webinars

One of the most common questions we get at ON24 is how webinar producers can generate registration and attendance. Unfortunately, this is one of the most difficult things to do and there’s no guaranteed method to generate attendance. But there are some helpful tricks you can deploy. Partner marketing webinars are one trick you can deploy. Let’s get into it now.

A partner marketing webinar is a simple concept. All it requires is you and a partner organization teaming up to host a webinar on a shared topic of interest. We do these all the time and they’re a great way to introduce a new audience to your company and expand your email list.

Why You’d Want to Participate in a Partner Marketing Webinar

Okay, so there are a few reasons why you’d want to get into a partner webinar in the first place. First, a partner webinar helps establish your brand as a thought leader. Doing so associates your brand with forward-thinking perspectives — an increasingly vital association to have in today’s knowledge-based economy. This type of association also helps you to retain a loyal following, boost your brand and opens your organization up to future partnership opportunities down the road. Partnerships are extremely beneficial in the long run, especially if your organization is growing.

Another reason why partner marketing webinars are great is because you can access someone else’s database. Now, I’m not saying you’ll have access to the whole database (especially as strict privacy laws come into effect), but  — depending on how many people your organization registers — you should have shared access to interested leads. It’s a great opportunity to expand your contacts and, typically, is a win-win for everyone involved.

Finally, hosting multiple people, companies and perspectives makes for more interesting, and more engaging, events. Engaging events are critical for identifying qualified leads as these leads tend to interact more with conversations that resonate with their needs. An interesting webinar also reinforces our first reason why you’d want to do this: interesting webinars show that your organization is on the cutting edge of discussion in your sector and tightens your brand’s association with thought leadership.

There are a few things you should know if you decide to host a partner webinar. You’ll need to be organized with UTM codes, social media kits and a few policies that define who gets entry to a shared database and why. So let’s get into that now.

How to Organize a Partner Webinar

I mentioned earlier that one of the best reasons to participate/host in a partner marketing-based webinar is that you get access to a database filled with new potential leads and contacts.

While that’s true, you’ll first need to establish and agree on any requirements for your event, how you’ll track success and ensure everyone’s committed to the success of the program. This will require some communication with partners.

While we have tracking in mind, you’re going to need a way to trace who registered who. For this, we recommend a relatively straightforward setup.

First, create one landing page and one landing page only. This makes it easier to keep track of sign-ups through Marketo or your Marketing Automation Platform of choice.

Second, craft some UTMs unique to each partner. This way, attribution is simplified. And that’s it, really.

Finally, it’s time for execution. If you’re hosting the event, you’re going to want to make it as easy as possible for your partners to participate. Typically, this means you ought to provide images and assets that partners can use over social media. If you provide sample posts to share, even better.

For example, we’ve partnered with PathFactory and LookBookHQ over the years to discuss subjects relevant to marketers (i.e., a debate over page gates and A/B testing). To help us get the message out about the event, PathFactory provided us with images for LinkedIn, Facebook and Twitter along with GIFs, sample messages and tracking URLs complete with UTM codes.

The result of PathFactory’s effort wasn’t only a very well-attended webinar, but also fast and accurate attribution.

Partner marketing webinars are a great way to boost the number of contacts in your database. You get a lot of benefits from them — from thought leadership to new contacts. All you have to do is stay organized and communicate with partners. Good luck!