How Australian Marketers Use Webinars to Raise the Bar

Do you remember the first webinar you ever participated in? It was probably a narrated slide deck with buffering issues that ended with a pretty hard sales pitch.

Thankfully, today’s webinars are far more sophisticated. Webinars are still being used to drive sales for businesses, but marketers see their value for a variety of other purposes including educational components, geographical reach and cost-effective participant engagement.

Because of webinars’ growing popularity, we wanted to share our State of Webinar Marketing Report so you can see how your program compares to industry standards.  We teamed up with managed webinar provider, Redback Connect, to help marketers raise the bar and make sure webinars remain interesting and effective for all involved.

The State of Webinar Marketing Report is filled with useful information about who uses webinars and how they use them along with information about how to increase engagement and measure success. You should definitely check out the entire webinar, but we want to highlight a few important areas for you now.

Webinar Use in Australia

Like popular podcasts, newsletters, and other branded content, high-quality, consistent webinar programs attract and grow an engaged audience over time. Overall, marketers in Australia are seeing results with webinars as 9 in 10 identify webinars as a “key part” of their marketing and communications strategy. We’ve also seen trends shift away from one-off webinars.

More than three-fourths of respondents (81%) now run six or more webinars in a year and 38% are heavy users, running more than 20 in a year.

Of the more than 20 business sectors represented in the survey, there are two main industries that commonly use webinars as part of their marketing strategy. Financial services are the heaviest user of webinars, representing 16% of all webinars, a four-point increase over the prior year. The education sector has gone up in cadence as well and now accounts for 12% of webinars. Other popular industries include software and healthcare.

The Ideal Webinar Presenter

Nothing is more important for a webinar presenter than passion and enthusiasm. For the past three years, the Redback Report on webinar audiences found the lack of engagement as the top reason attendees leave a webinar early.

Audience engagement is closely tied to the presenters’ enthusiasm, so much so that attendees rate the presenter as being more important than the content and the platform features.  This means the ideal webinar presenter is both knowledgeable about the topic and comfortable presenting online. In fact, 34% of respondents say that enthusiastic and knowledgeable presenters drive the most engagement in webinars — ranking higher in importance than the content itself (25%).

Knowing all of this, it is not surprising that 54% of respondents say they have at least two presenters in their webinars, and another 52% of respondents say they source their presenters internally.

How else can an organization source presenters? Looking outside an organization helps, with 13% of respondents saying they use their personal network to source presenters and another 2% say they lean on customers. All in all, one in three organizations use a combination of internal, personal and customer to source webinar presenters.

Increasing Engagement In Australia Webinars

Along with an enthusiastic presenter, the content and supporting materials of a webinar, such as slides and video content, are vital to retaining audience attention.  The more you can do to engage your audience, the better the webinar.

So it should be no surprise that video has finally overtaken audio as the most popular webinar format, with 31% of respondents saying they prefer video to audio. However, this doesn’t mean audio-only webinars are old news — in fact, 27% of organizations say they use slides and audio-only format in their webinars. Other popular webinar formats include screen sharing demonstrations (11%), one-on-one Q&A interviews with video (10%), and panel discussions (9%) or other Q&A sessions without slides (6%).

This shows a gap and an opportunity to differentiate your webinars from the masses by employing other formats that are more likely to increase engagement.  Webinars with interviews, panel discussions, debates and other live conversations are underutilized given their propensity for stronger audience interaction.

To learn more about how webinars perform in Australia, check out our on-demand webinar here.

 

Feature Friday: Simplify Webinar Design with ON24 Console Builder

Research proves that visuals are powerful drivers of engagement and conversions, with 80% of audiences remembering what they see, compared to only 20% remembering what they read. That’s why ON24 is a huge proponent of webinar customization opportunities that let you create immersive brand experiences that leave a lasting impression on your audience.

Though, for some, designing can be daunting. With ON24 Webcast Elite’s Console Builder, you can simplify your webinar consoles design without the need for any web design experience or HTML skills. Anyone on your team, no matter what skill level, can easily create beautiful and engaging webinar consoles!

Getting Started with Webinar Console Design

The Console Builder allows you to easily customize everything from backgrounds and layout to custom fonts and colors. Choose what engagement tools you want to leverage to engage audiences. Navigate to the Engagement Tools Manager and place it anywhere you want. To resize, you just need to pull and adjust the windows.

For backgrounds, you can choose a single color, utilize gradients or upload your own image. No need to worry about any coding.

Fine Tune Console Design with Easy-to-Use Tools

You can adjust and fine-tune your console design even further using the Console Customization settings. Using simple sliders, you can adjust:

  • Window Shadows: The shadow around the border of each engagement tool window.
  • Window Corner Radius: How rounded each window corner should be or you can just keep square corners.
  • Button Corner Radius: How rounded each button should be or you can utilize square corners.

Within the Console Customization settings, you can also change your button colors and adjust engagement tool labels, such as having a white, gray, black or transparent header. All of these customization selections are possible with just a few clicks.

To experience the audience’s view as you build your console, just click the preview button. This is the default view the attendees see upon joining your webinar. Aspect ratios can be locked to what you set or you can allow audience members to resize and move each window based on their own preferences.

Whether you’re new to webinars or have been creating webinars for years, you can create engaging and on-brand webinars consoles in a few simple steps. The Console Builder is easy to use so that what you create and see is what your audience members get.

Three NYT-Approved Tips for Running Educational Webinars

Teachers and students are adjusting to a new life of digital classrooms and distance learning with most schools around the country closed for the remainder of the 2019-2020 school year. For those who have never done it before, teaching and learning remotely can be a drastic change.

Traditional lesson plans that incorporate group activities are gone and teachers are trying to quickly replace their usual instructional styles and tactics with new methods that fit distance learning. If you’re struggling to adapt as quickly as you hoped, you’re not alone!

The Learning Network, an educational segment of The New York Times, is here to help with plenty of topics, suggestions and activities to help you connect with your students and maintain a rich, engaging learning environment through your digital classroom.

Members of The Learning Network recently hosted a webinar about their Lesson of the Day. During the hour-long presentation, Rachel, Ross and Nicole taught participants about The Learning Network, the types of resources they offer, how they can be used in digital classrooms, and example lesson plans.

The trio also imparted a few tips educators can use when producing their own virtual lessons. Here’s what they had to offer:

Set Clear Expectations

Distance learning and teaching is a new experience for most people, so to help everyone, set clear expectations for your students and yourself. Let them know exactly what you want from them in terms of participation, preparation, and assignments.

Also let them know what they can expect from you in terms of classroom structure, rules and regulations, your availability and timeframes for communication and feedback. And if things change as you get into remote teaching, that’s ok — just let everyone know so you’re all on the same page.

Give timely feedback

Without the ability to converse face-to-face or stop by office hours to ask a question, it’s important for teachers to provide timely feedback on assignments. With distance learning, if a student has made a mistake or missed the mark on an assignment, they can’t just pop in for some quick feedback and clarification before the next assignment is due.

Without timely feedback on their work, students will continue to make the same mistake and be subsequently punished through their grades on other assignments. Help your students by making sure they get feedback on an assignment before the next one is due.

Use Resources to Help You

There are many online resources to help educators successfully teach online. The Learning Network provides over 1,000 resources every school year including their Lesson of the Day and other activities like picture prompts, geography quizzes, teenagers in The Times and more.

Not only are there online lesson plans and outlined curricula like what’s available through The Learning Network, but there are also online classroom management tools like Google Classroom, Blackboard or Canvas that can help you organize your materials and provide a “home base” for your online classroom.

Here is a quick overview of these tools:

Google Classroom is designed to help teachers and students effectively collaborate remotely, manage and organize assignments and tasks and foster communication for instruction, feedback and Q&As. It functions on the same cloud principles as all other programs in the Google Suite ecosystem, and can be accessed anywhere, anytime, and on any device.

Blackboard is a virtual learning environment tool that allows instructors to set up online classrooms with access to materials and lectures, areas for assignment submissions and assessments like quizzes and tests, communication tools like discussion boards and a gradebook. It integrates with plagiarism software like TurnItIn and SafeAssign and allows the instructor to open and close access to items like curriculum units, assignments, assessments, and course materials as needed.

Canvas is a newer learning management system that is touted as being more user-friendly than competitor programs because it provides a simpler interface through a dashboard layout that quickly summarizes assignments, announcements and other important information across multiple course pages. Canvas includes the ability to manage enrollments, share documents, submit assignments and assign grades plus it can be personalized to an individual’s preferences.

Three Law Firm-Inspired Webinars You Can Use Now

It’s no secret that law firms around the world are stepping up thought leadership to guide clients through the global COVID-19 pandemic. At ON24, we’ve seen a significant increase in webinar programming over the past few months as more and more firms seek to help clients navigate the rapidly evolving business climate of today’s uncertain times.

Think this article can only be applied to law? Objection! Read through and discover three new formats you can apply to your marketing program. (Disclaimer: This article was originally published on JDsupra.com. Shared with the author’s permission.)

And we’ve seen three types of programs that stand out as particularly effective. These are the webinars your lawyers should start producing today:

1. Programs that Bring in Experts

Inviting experts to present in webinars is a good way to deliver insightful perspectives on the top-of-mind issues that affect your clients. That’s what Norton Rose Fulbright does in its webinar Global pandemic, 9/11 and US businesses: Legal and political risks of doing the ‘right’ things wrong during an emergency. In this case, the expert happens to be a Norton Rose lawyer, but there’s no denying that George Pataki, the former governor of New York who was in the office on 9/11, brings valuable context to the discussion of what to do – and not do – during a crisis.

…your audience will appreciate the expert’s perspective, and you’ll enhance your reputation as a firm…

Centered around a discussion of how companies can benefit from the Coronavirus Aid, Relief, and Economic Security Act – the CARES Act – Governor Pataki offers practical direction on anticipating the effects and alleviating the risks of the COVID-19 pandemic, particularly when seeking relief from the federal government.

Consider bringing in a local, state, federal, or foreign government official or an industry insider to add insight to your legal and strategic analysis. Your audience will appreciate the expert’s perspective, and you’ll enhance your reputation as a firm that can deliver relevant guidance from expert sources.

2. Programs that Help Your Audience Meet a Specific Need

Getting continuing education credit – CLE for lawyers, CPE for accountants, CEUs and PDCs for HR professionals, and more – can be challenging under the best of circumstances, let alone in the midst of a global pandemic. That’s why it’s imperative for law firms to offer programs that help their clients meet requirements for ongoing professional development.

For example, Ulmer & Berne recently put on The New Restrictive World of Business Immigration: Strategies to Hire and Maintain Foreign Talent, a webinar outlining recent immigration developments relevant to employers. The program was designed for both lawyers and human resources personnel, so Ulmer provided both CLE and HRCI credit.

…offer programs that help clients meet requirements for ongoing professional development.

Not sure exactly which types of certification are necessary for your clients and their personnel? Ask them. They’ll welcome your interest and – more to the point – they’ll sign up for your continuing education webinars to earn the credits they need to maintain licenses and professional standing.

3. Programs that Provide Practical Advice for Responding to Complex Issues

The uncertainties of the COVID-19 pandemic – the impact of social distancing on the global economy, the challenges of meeting contractual obligations, the cost of employee furloughs and layoffs, the timeline of quarantines and lockdowns, to name but a few – make up some of the principal worries that “keep clients up at night.”

…your clients need practical advice that guides them through the risks and challenges of doing business…

Lawyers are well positioned to alleviate those concerns with programs that offer practical advice and pragmatic solutions for responding to the crisis. Like those who present WilmerHale’s webinar on Contract Issues in Light of the COVID-19 Pandemic, offering an in-depth look at the potential effects of the pandemic on existing and future contracts.

Now more than ever, your clients need practical advice that guides them through the risks and challenges of doing business in these unprecedented times. Focus your programs on specific measures they can adopt to reduce uncertainty and position themselves for recovery when the crisis has passed.

Combating Challenges Facing Event Companies in a Global Crisis

The COVID-19 outbreak has made a swift but massive impact on many industries over the last few months; virtually no one has been left unaffected in some way. Among the hardest hit, however, is those in the event industry. In the face of a global crisis where gathering in person is the most important thing for us to avoid, nearly all businesses are left looking around in panic while they wonder: What do we do now?

There are several challenges facing event companies left by the pandemic’s wake that are critical to identify, but it’s also important to talk about the ways to cope with and combat them in order to keep moving forward.

Canceled and Postponed Events

Webinerd looks out for hazards

This has been the most prevalent response to shutdowns and stay-at-home orders. With so much uncertainty surrounding the timeline of the virus’s effects at the beginning of the pandemic, many events were simply canceled with no formal plans to postpone. There are many complicated logistics of planning an event – accommodations, venue reservations, booked talent, staffing – that it’s not always feasible to reschedule immediately, or at all. From summer concert tours to professional conferences, hordes of cancellation notices have flooded social media timelines and email inboxes over the last few months.

While cancellations are no doubt disheartening for a number of reasons, it’s an opportunity to take the time to convey to your audience that you’re doing this in the best interest of the hosts’ and event-goers’ health.

Postponements have also been a common strategy for many event organizers – the biggest example being the 2020 Olympics being pushed to July 2021. Again, this solution isn’t without its own unique challenges – certain aspects of the event may not be available to reschedule for the later date, some people may not be able to attend.

No matter what strategy you choose as an event organizer or marketer, forming clear channels of communication with your audience to convey your plans is critical here.

    • Via email. A mass email update for attendees to communicate cancellation or postponement is common, and it’s certainly more reliable than solely posting about it on your event’s social media or website where people have to seek it out, and may miss the memo. Personalizing these emails is a good idea; people want to feel like they are being spoken to directly.
    • On social media. There are many people who will go to check your social pages, like Facebook or Instagram, for quick updates before traveling to your website or digging through their inbox to see if you sent them an email. Social media use has certainly seen an uptick lately, so meeting your audience with information in the place they are already hanging out is convenient.
    • On your website. Your website is the home base to many of your marketing tools, often the landing page out of many email campaigns and social media updates. Utilize a static or pop-up banner to convey updates to your site visitors, or churn out a clear, but concise blog post regarding your event’s change in plans. Now is also a good time to take a constructive look at your website – is the user interface as clean and friendly as it could be to make sure people are able to easily access critical information?

The key here is having an integrated communication strategy across all your marketing channels with consistent information, so that there is less of a chance for critical updates to be missed.

Re-strategizing to Virtual Events

Virtual events have been on the rise in popularity for some time now, thanks to advancements in social media and other communication software. Considering the recent obliteration of live in-person events, though, virtual events have skyrocketed in frequency.

Some event companies have had a handle on balancing a hybrid strategy of planning in-person and virtual events for a while now, so it may feel like you’re struggling to catch up or not sure where to start. To help you plan, here are three major targets to hit when coordinating your new virtual events.

    • Quality virtual event software. The key here is that you want to choose a platform that offers a high-end user experience for attendees. These tools can not only support the video broadcast of your event but augment it with content hubs that supply your audience with ancillary information and activities, such as breakout sessions or specific talk tracks. As with in-person events, the experience is what makes the impact on your audience. Utilizing software to host or broadcast your event that’s clunky, slow, or not user-friendly may cause frustration for your audience and lower the overall impression of the event — making them less eager to tune in to the next one you host.
    • Real-time networking. What’s one of the best parts of attending an event? Networking with the other people who are experiencing it alongside you. If the event software you’ve chosen doesn’t have a built-in chat or forum feature, you can utilize an external app, such as Slack or Microsoft Teams, so attendees can communicate presently with one another. In chat applications like these, you could create specific “channels” tailored to discussions around specific talk tracks or breakout sessions. Social media can be helpful in some instances here; come up with a specific hashtag on Twitter or Instagram, or create a private Facebook group for event attendees to connect during and after.
    • Immortalize the moment. Don’t simply post just a replay of your event, though it’s helpful for those that may not have been able to catch the event live. You can edit the recording to focus on specific talks or moments for attendees to relive later, or catch certain presentations they might have missed. Repurpose the content from your event in other marketing efforts, too – rehash a presentation topic as a blog post, share clips for social media posts, or refresh interest in the event content later on by highlighting it through email campaigns.

A global pandemic halting life as we know it is certainly an unprecedented contender in the list of problems an event organizer could face in their day to day work. Despite the vicious challenge, it’s inspiring to see companies put their best foot forward and not only adapt to their current circumstance, but set themselves up to come out stronger on the other side.

Eileen Shaw is a Marketing Coordinator at MVP Visuals who is passionate about helping businesses connect with their audiences through the power of creative branding, from major league sports teams to your favorite mom & pop shop on the corner.

11 Excellent Questions for Your Post-Webinar Survey

In today’s data-conscious age, we all know that it’s critical to gather attendee feedback after your webinars. What’s not so clear? The best survey questions to ask that will 1) provide the meaningful data you need to improve the quality and responsiveness of your programs 2) understand your attendees and deepen the relationships you’ve begun with them

This article was originally published on JDsupra.com. Shared with the author’s permission.

Here’s a robust, post-webinar survey used by one of our clients that serves as a great template for follow-up.

I like it because it provides three specific pieces of audience feedback that you can use to make your programs better: their views on the value of the webinar, the knowledge and skills of the speaker(s), and the likelihood that they will recommend your program to colleagues (the ‘net promoter score’). Note that, when it comes to surveys, timing truly is everything. More on that below.

Pick and choose among these, or consider using all:

[Event Name] Feedback

Thank you for attending [Event Name].

Your views on the program are important to us. Please provide feedback on this session by completing this survey.

1. What percentage of the information was new to you?

Select: 100% 75% 50% 25% 0%

2. I can use this session information:

Select: Immediately In 2-6 months In 7-12 months Never

3. Would you like to learn more about this topic?

Select: Yes No

4. Please rate the speaker’s knowledge of the topic:

Select: Excellent Good Fair Poor

5. Please rate the speaker’s presentation skills:

Select: Excellent Good Fair Poor

6. Please rate the content of the slides/virtual aids:

Select: Excellent Good Fair Poor

7. How accurate was the session description?

Select: Excellent Good Fair Poor

8. How did the session compare to your expectations?

Select: Excellent Good Fair Poor

9. Overall session evaluation:

Select: Excellent Good Fair Poor

[If relevant: Additional comments about the breakout:]

10. How likely are you to recommend this session to a colleague? (with 10 being most likely to recommend)

Select: 0 1 2 3 4 5 6 7 8 9 10

11. Please rate your overall experience:

Select: Excellent Good Fair Poor

You can of course ask other questions to gain further insight into the needs and interests of your audience. Keep in mind, though, that longer surveys – those that take more than a few minutes to complete – typically generate fewer responses, so if you’re looking for different feedback you may want to swap out questions rather than tacking on new ones.

Remember: with follow-up surveys, timing is everything

Webinerd social media

Mention the survey – and ask people to fill it in – just after the presentation has concluded, right before you start Q&A.

Your attendees are engaged, they’ve either asked questions and are waiting to hear them answered, or are ready to participate in Q&A. The worst time to first mention a survey is in an email when the webinar concludes. By then, your audience is completely disengaged. Recipe for success: mention the survey at engaged moments in the webinar and send soon after.

Some additional questions to consider:

  • How could we make the program better ______________________________

The answers help you identify improvements you could make to your webinars in general and the current presentation in particular.

  • Takeaways: What was your single biggest takeaway? ____________________________________

Responses to this question will confirm you’re focusing on the right issues and/or identify modifications you might want to make to the substance of your webinar.

  • Length / pace: The [length / pace] of the webinar was: Too Long/Slow / Just Right / Too Short/Fast

Questions on the length and pace of your program can help you understand how to adjust the delivery of your insight to make the session more relevant and interesting to your audience.

  • Additional interests: What would you like to see next? ___________________________________

This question is a good one to include because it helps you align your content calendar to the actual interests and needs of your targets.

  • Reasons for attending: Why did you attend today’s program? Required for job / Interesting Topic / Knowledgeable Presenters / CLE

While it doesn’t need to appear on every survey, this question can help if you’re trying to understand what motivates your audience to sign up for your webinars.

  • Prior webinars: Have you attended any of our webinars in the past? If so, which ones?

This is a useful question to include when you want to find out how well you’re attracting new participants to your programs.

Marketers Need to Think Digitally on the Virtual Event Experience

Whether they had a physical event or not, many brands are launching digital events to help build their pipeline. But digital events are not easy to do.

You can’t just spin up some type of event software, get some well-known experts to speak, and assume that every person that attends is interested in your products and services. There’s a lot more to think about before and after your event.

This article originally appeared on diginomica.com. Shared with the author’s permission.

I had a conversation with Tessa Barron, VP of Marketing for ON24, about the increasing growth of digital events. She said that the evolution of digital events is not a surprise; we were moving in this direction for a while. But she indicated that for many brands, setting up a digital event was a panic move to make up for the pipeline lost from not having a physical event. Most brands simply try to do a direct transfer of the physical event to digital, she said, and that’s a huge problem.

Digital events can work, but the right technology is only part of the answer. You need a different strategy and process for digital events. When you do it right, the data you can get will be better and more useful.

Rethinking the digital event format

Some formats Barron has seen work well include having a live webinar-style event and then several break-out sessions on-demand or holding your event over two weeks with prepackaged sessions delivered in different formats, or across different timezones. Barron explained that her company held the same event across four timezones to bring a live event to everyone at a time that is best for them.

We talked about the difference between paid digital events and free ones; there have been a lot of free events available; however, some companies are having paid digital events. Barron said that’s fine, but when you are charging for attendance, you have to think carefully about what is the benefit to your audience. Content is not enough of a benefit for a paid event; there needs to be some tangible outcome.

She offered the example of WebinarWorld, ON24’s live event. As part of their event, they offered a form of event certification. After a live event, there was a five-part on-demand webinar-based certification. ON24 didn’t charge attendees to get this certification, but it’s an example of something you could offer to make charging for a digital event worth the money.

Digital means data – useful data

Data is probably the most significant advantage of holding a digital event over a physical event. If you have the right technology, you can capture your audience’s behavior and interactions in ways you could never do at a physical event. And you can use that information to create relevant conversations with the right people when the event is over.

With physical events, every person that attends is passed on to Sales, with an assumption of their intent and interest. But most of the time, Sales waste a lot of time figuring out which leads are viable.

You can do things differently with a digital event. Barron said you need to build events based on the data you want to collect. Run polls to engage your audience and to understand their intent (what do they want, what matters to them, are they interested in your product). Include things like surveys and embedded CTAs to provide similar insights.

Barron told me that it’s important to have the ability to differentiate intent. She said the typical field marketer has never dealt with more than 500 leads at a time, but with digital events, that number can grow into the thousands. Too many leads cause the process of sifting through MQLs to break down. Data from activities like polls and surveys, from QAs, from the sessions people attended, and the time they spent at the event, gives the field marketer the ability to segment people and prioritize leads for Sales.

When you have a physical event, you can create 1-1 experiences with some of the people that attend. You can’t necessarily do that with a digital event. Still, you can create an event strategy that enables you to create those 1-1- experiences after the event – with the most important people.

It’s not the end of the physical event

Barron doesn’t believe that physical events are over. There will always be a mix of the two. But she does see the physical event getting limited to a tent pole event – one of several major parts of a bigger campaign or set of campaigns.

It may be that in-person events will be held specifically for key prospects and customers – the ones a brand determines through one or more digital events and other campaign activities.

My take

I’ve appreciated the opportunity to attend events that were once physical that I am not usually able to attend (many like me are in the same situation). But what I found is that much of what I learned listening to sessions is information I could easily learn reading blog content or a book.

Physical events shifted to digital fast, a little too fast, and the time wasn’t taken to think about how to create a more engaging digital event experience. The suggestions Barron gives will help companies think more carefully about how they plan their events and what happens at them, but it will also help them think about what happens after.

Every person that attends a digital event is not a potential customer. But they are a potential audience and influencer. So you have to think about what the experience will be like for them during and after the event. Data will you figure out the best experience to provide, and it will help you figure out who will get what experience when the event is over and done.

Feature Friday: Bring External Videos Into Your Digital Experiences

Video is one of the most popular types of content for marketers. It enables you to deliver your message efficiently and effectively, which is especially useful when there is an increasing number of distractions around the buyer journey. In fact, the medium is so powerful that 80% of marketers say that video has directly increased sales.

But once you’ve built the content and published them to your hosted channels, like YouTube or Vimeo, how do you extend their reach and leverage them to optimize your digital programs and audience experiences?

At ON24, we and our customers love video! From creating categories of training or product overview videos in ON24 Engagement Hubs to drive buyer or customer education to feature personalized videos for top accounts in your Target pages, and leveraging videos to promote upcoming webinars, we want to ensure that incorporating video is easy and efficient. In addition to uploading video files directly into your digital experiences, we’ve now added the capability to add videos from YouTube or Vimeo channels with just the URL. No need to download and re-upload.

You can quickly add videos from YouTube or Vimeo by using the video URL both services provide. Simply add the URL into your Media Manager and manage it alongside all the other content in your ON24 account. There is no need to remake content; the videos already created can be easily added to any digital experience.

When incorporating external videos into your digital experiences, you not only increase viewership but also gain insights into your audience’s interest. Your YouTube and Vimeo channel can continue to be the centralized place to track views or you can leverage the ON24 Intelligence engine which gathers total views, unique views and viewing duration so you can continue to understand content performance on your ON24 digital experience and optimize programs.

If you’d like to learn more about ON24 Engagement Hub or Target and leveraging external videos, please contact us. If you’re an ON24 customer, contact your CSM to get started.

Are You Using the Right CTAs on Your Webinars?

Nothing is worse than a mistimed call to action. I was recently on an auto dealership website and right as I arrived, before I even navigated toward the model I was researching, I was prompted with a chatbot about if I was ready to buy now.

Umm… no. (Side note — I’m a bit of a car snob and it is breaking my heart at the thought of trading in my six-speed MINI Cooper for a more family-friendly SUV.)

Aside from all that, at its core introducing a chatbot to push a deal is a misunderstanding of the buyer’s journey. A car is a considered purchase, even if it is a consumer decision. As a first time visitor to the site, this prompt was out of left field at best.

And all of this led me to think about how webinars often don’t have the appropriate CTAs based on the messaging and their intended audience. Think back to your most recent webinars, did you use appropriate CTAs? Sure it is great to ask if someone wants a demo at the end of the webinar, but could your CTA conversion rates not be high enough because the audience for that webinar is actually at a stage where they are seeking other information?

Now the first step before any of this is to ensure your webinars are aligned in messaging and content to the buyer’s journey. A full series of posts could be dedicated to that, but today we’re focusing on how the CTAs apply. I’ve included two examples per buyer’s journey stage:

It is critical that, as you develop your digital experience strategies, you don’t leave your audiences with a dead-end at the end of an event. By using this table, you’re taking the first step to keeping audiences engaged and allowing them to self-select into appropriate next steps.