5 Ways to Drive Webinar Registrations At Speed

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

With so much competition for your audience’s attention, driving webinar registrations is becoming even more challenging. How do you convince people to spend an hour of their working day with you? You’re going to need a compelling proposition, as well as a kick-ass promotion strategy.

Let’s say you have a great webinar idea that’s super topical, so you need to get it out there, fast. You know that generally, the longer the promotion cycle, the better, but what if you don’t have time? In this blog, we look at five scrappy ways to drive webinar sign-ups, and at speed.

Use email marketing to drive sign-ups ahead of time

Still one of the biggest drivers of webinar registrations, it’s important to get email marketing right. But how do you accelerate the process while retaining effectiveness?

As detailed in our guide on webinar promotions, it’s usually best to at least three emails in a webinar promo cycle – the first least two weeks before the webinar, another one week before and a final one on the day (or on the day before). With a shorter window for promotion, however, you’re going to have to keep things interesting so that your audience doesn’t fatigue.

Pull out different angles of interest for each email that follows the first, perhaps personalizing the messaging and creative to different segments of the email list. Alternatively, emphasize the appearance of one of your panel members, according to who the segment would be most interested in.

Engage in Partner Marketing to Increase Your Reach

Striking up a strategic partnership with a business with similar customers to yours – but that crucially, does not have a competing offering – can significantly extend your reach.

With more brains behind the campaign and a wider audience to target, you’ll make a greater impact. You can also take advantage of each other’s strengths – for example, if they’re great at content, have them take the reins on creating assets for the campaign, while you get busy with SEO, if that’s your thing.

As a case in point, this scrappy marketing series is a partnership between NetLine and ON24 – so you’re reading an example of this in action!

Use Your Sales Team – and Incentivize Them

When you have a webinar to promote, and at speed, it’s got to be all hands on deck. This is where the assets you create to promote the campaign really come into their own. Share them with your sales team, along with some email messaging that they can send to their prospects. Sales will have a nose for who will be most interested in the webinar, so get them involved as soon as possible.

Also consider using your marketing budget towards sales bonuses for driving registrations. That way they will have even more of a reason to reach out.

Promote via Paid Social

When time is of the essence, it may be necessary to take the paid route. First up, you need to know where your customers like to hang out. Are they more of a LinkedIn, or a Twitter crowd?

Consider sponsoring organic posts on LinkedIn so that they will be shown to a wider audience. Choose those that have already been performing well to give them an extra push. The platform also lets you target ads to specific audiences based on demographic information, job type, or what skills they’ve declared. These ads will appear in the sidebar when the user logs into LinkedIn.

Driving webinar registrations on the double requires creating a sense of urgency. In your creative, use images that include people (bonus if their gaze appears to be in the direction of the call to action), as well as the name of the webinar, the date and the time it will take place.

If you do decide to promote your webinar on LinkedIn, consider taking advantage of lead gen forms, so that when a user clicks the call to action on an ad or sponsored post, the form they need to fill to register for the webinar has already been filled with information from their LinkedIn profile – easier for the user, and more accurate information for you.

Facebook also offers lead ads, and also lets marketers build custom audiences, so that you can target ads to prospects who, say, may have attended past webinars, or have visited a few pages on your website about the webinar topic.

Use Display Networks to Reach Prospects Across the Web

For access to the widest audience the web can offer, turn to ad networks. Google Display Network as an example, which reaches more than 90% of people on the internet, lets advertisers serve relevant ads to prospects while they’re browsing websites, checking their Gmail or – which could be very useful while promoting a webinar – when they’re watching a video on YouTube.

The network also lets you target existing customers or find new ones by placing ads on sites that you have chosen, and that are relevant to the customer. It also lets you retarget customers who might have expressed an interest in the webinar, for example, by visiting its landing page but not signing up.

Why Webinar Marketing Fuels Demand Generation in 2019

B2B marketers are in a strange place. There’s more money going into marketing than ever before, but marketers are more uncertain than they’ve ever been. Marketing budgets, according to a recent report by Demand Gen Report, are going up by 20 percent or more. But a joint ON24, Heinz Marketing report found that 67 percent of marketers consider their content strategy somewhat or not at all effective.

So what is effective? Demand Gen Report examines what works in “What’s Working in Demand Generation In 2019?” The report found that marketers can effectively balance their approach to new strategies, like account-based management and peer-to-peer review sites, with traditional tactics like direct mail and webinars.

Webinars, in particular, are an effective way to connect with prospects across all stages of the marketing funnel. According to Demand Gen Report’s “2019 Demand Generation Benchmark Report,” 58 percent of demand gen marketers say webinars are the most successful tactic for top-of-funnel engagement. Nearly half, 48 percent, say webinars move prospects through the rest of the marketing funnel — from mid to bottom and closed — effectively.

How Webinar Marketing Empowers Digital Results

Why are webinars an effective digital approach? It may be because marketers are using webinars in more conversational and personalized formats. Jon Russo, CMO and Founder of B2B Fusion, says webinars are becoming a “must do” channel.

Our own Mark Bornstein offers his own theory as to why webinars are a useful tool:

One of the biggest changes we have seen in webinar marketing is the move to more conversational formats, such as panel discussions. [Buyers] don’t want to be lectured to; they want to participate in conversations where panelists are talking to each other but also including the audience in the discussion. This type of conversational marketing increases audience participation and content retention. It’s for your audience but also good for you as the more you interact with your prospects, the more you learn about them.

With engaging, conversational content, marketers can gather the data they need to refine messaging for targeted audiences and accounts, enabling popular strategies like account-based marketing.

Learn more about webinars

Webinars Formats That Drive Conversations

Panels

A panel of knowledgeable experts provides an excellent opportunity for attendees to interact and learn from industry thought leaders. Depending on the audience, panels can be as casual or as formal as necessary. Just know what panel webinars entail — they can require a lot of organization.

Presentation webinars

Presentation webinars may seem like a one-sided affair, but modern webinar suites offer a range of interactive tools like polls, surveys, Q&As and chat rooms. It’s very easy to put an in-house expert, or spokesperson, on a webinar to showcase updates, introduce new products and answer questions from attendees.

Interviews

Some attendees want to learn from experts. So, conduct an interview. Interviews are a great format allowing organizations to sit down with an industry leader and draw out a better understanding of an industry trend. Audiences, too, can ask questions through the chat tool or collectively decide on a theme with polls.

Live Case Study

Case studies allow prospects to fully evaluate product and solutions based on how other organizations use a given service. Webinars provide an excellent medium to share case studies, especially when a satisfied customer shares their experience and interacts with an audience.

Webinars provide a range of opportunities for marketers to engage with prospects (and customers) at every stage of the funnel.

5 Tips to Inspire Quick Marketing Campaigns

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

Creating content campaigns with serious impact doesn’t have to be the preserve of larger companies. But creating content that’s both fast to produce and effective in driving results requires inspiration.

This blog looks at scrappy ways you can use free digital tools to conceive, build and launch winning content campaigns fast.

Zero-in on the right content titles with Google Autocomplete

Even though you may have buyer journey maps and positioning documents that define what your target customers might be looking for, there may be specific terms buyers are using that you have missed.

Google Autocomplete makes its search predictions based on what other people have searched for. By reviewing what phrases or questions are associated with your keyword, you can discover what people want to know about your product and create content that they’ll want to engage with.

You can also use Autocomplete to find out what terms your keywords are related to, and place these into your content to help improve its relevance.

While taking this approach alone is unlikely to result in winning lots of organic traffic, it can provide both a useful tool for gathering ideas and a place to make sure you’re creating content that people are actually looking for.

Plan your next webinar campaign with Google Trends

In addition to Autocomplete, check out Google Trends to see how the popularity of a particular search term, and its related queries, have varied with time. Which industry topics are most relevant to your potential customers, and what’s falling out of favor? Are there any seasonal patterns?

There’s also an option to view ‘rising’ search terms, which shows you which topics and queries related to your industry have increased most rapidly in popularity over the last year. Are there search queries that imply emerging pain points for your customers? Insights like these could inform what emerging subject your next webinar could be about.

Discover existing content to repurpose with social data

Which of your social posts have had the most shares? Are there any themes that have worked well for other companies? Go back through your timelines to find out. If you go back far enough, you may find a piece of content that still has legs, or for which a recent theme has given it new relevance.

Discuss what it might be about the popular post that worked so well. Does it solve a problem that your potential customers might have? If so, it may be possible to repurpose the content.

For example, a popular how-to video could be spun into a longer guide that goes into greater detail than the video. Make the guide available to only those who have filled out a form, and you can start generating leads.

Make the most of upcoming events

Events are a great opportunity to generate content, even those you’re not holding.

If there’s an industry event on the horizon, find out what main themes will be discussed and use these as inspiration for your own content. Keep an eye on social activity during the event, making note of the topics that are firing up the most discussion among your potential customers.

Even for events that aren’t your own, producers will often release delegate lists to show what companies are attending or presenting. This can provide you with a list of targets that could form part of an account-based marketing campaign.

Create your next breakout blog with ego bait

Content that boosts the egos of influencers or industry leaders, or ego bait, can prove a major traffic driver if done well. Ego bait usually takes the form of an interview or listicle, and tends to perform well as the subjects featured are – unsurprisingly – keen to share any content that praises their work.

The key is to keep it authentic. Put aside your metrics head while your building the campaign and focus on engaging the person you’d like to feature in your content. If they’re a good fit, the content is informative and your customers find it helpful, all those shares and links back to the site will follow.

The Right Thought Leadership for the Perfect Content Strategy

This is a guest post from Fred Isbell, Senior Marketing Director, SAP Digital Business Services and SAP HEC Marketing at SAP.

Thought leadership is a bold phrase. It conjures up ideas of a person or company whose ideas and understanding are so advanced that they truly stand out. And when it’s done correctly, that’s the impression it leaves on the audience. But behind the scenes, it’s really a collective team effort, requiring a wide range of skills to create your content strategy and drive increased awareness as well as marketing pipeline. As SiriusDecisions teaches us, you need:

  • Thinkers: People like senior executives, R&D engineers, product managers, and others who have big ideas to share
  • Orchestrators: Solution marketers, content strategists, corporate communications, and others who are skilled at connecting the different parts of the team together into a well- run, integrated program
  • External collaborators: Authors, industry leaders, and analysts who can help you relate to your industry or wider community with a relevant point of view
  • Program leadership: The corporate communication & strategy and solution marketing people who can supervise your thought leadership efforts as part of a strategy for your entire organization

When all those people come together in just the right way, it’s a miracle to behold. We call this the “perfect storm,” and happened with a thought leadership program for SAP run with ON24, our strategic webinar partner globally.

The thought leadership challenge: Digital transformation

In 2016, we did a webinar series on Digital Transformation featuring a webinar called, “Thought Leadership: IT Leadership for the Next Phase of Digital Transformation.” It was a very timely and relevant topic. Digital transformation has become part of virtually everything businesses do, and IT and business leaders need to grow beyond their traditional roles. They need to become strategic leaders to businesses, working with stakeholders from the ground floor to the C-suite to ensure their solution addresses the evolving needs of the entire business.

Our approach to building and promoting the thought leadership webinar series was based upon a solid tactical execution, featuring valuable content and speakers and heavy on social media promotion. I wrote a pre-event blog tied to the ON24 registration page, and we sent out targeted customer invites and used extensive social media promotions across multiple channels to increase our reach. That’s a great example of a 360º marketing approach leveraging multiple channels of communication and outreach to customers. We focused upon building a forum for an executive-level, conversational format with an interview format — and not a traditional PowerPoint-heavy format (“death by PowerPoint”).

We used consistent SAP branding throughout our program featuring quick and strong follow-up. That included a follow-up blog discussing the key things we learned from the webinar. It was a thorough summary and drew attention to our thought leaders own points of view, and also drove readers to the on-demand webinar replay.

What made the difference was our webinar panel — representing an internal, external, and customer-focused points of view:

  • Pete Russo: The Vice-President of SAP S/4HANA Marketing. He’s a former PAC analyst, who once ran the SAP Services Marketing field engagement and SAP RDS teams. Not only is he my good friend and one of the smartest people I’ve ever worked with, but he’s also someone who brings insider expertise — key to thought leadership — and the ability to articulate the intrinsic value of the solution.
  • Geoff Scott: The CEO of America’s SAP user group, representing thousands of small, midsized and large SAP customer companies. He created a bridge between the company’s perspective and the needs and interests of the users and shared some recent ASUG customer research on the topic.
  • Pete Swaby: This Economist Intelligence Unit leader brought the perfect outside perspective as a Senior Editor, and EMEA and Global lead. His team did great work on one of our IT audience marketing campaigns to combine thought leadership and analyst insight into a series of campaign offerings, providing a great offer for this webinar.
  • Fred Isbell: That’s me — Senior Director & Head of Thought Leadership at SAP Digital Business Services Marketing. I brought in the leadership skills to coordinate all these brilliant thinkers, and the project management and event hosting skills to bring the whole project together and server as moderator.

With good thought leaders, our content strategy connected

This truly represented the “perfect storm” of speakers, subject matter experts, and marketing and promotion all coming together nicely. We supported our webinar series with a powerful content strategy leveraging the SAP Digitalist thought leadership platform to connect with our community. That meant publishing on this platform along with blogs from internal and external thought leaders that provides a rich set of executive quarterly tablet magazine, and white papers, infographics, and other research — all shared and promoted through social media marketing.

The results of the Digitalist speak for themselves:

  • Over 3.7 million page views YTD
  • 1.3 million unique visitors YTD and an audience drawing largely from C-level and senior executives
  • A conversion rate of up to 45%

It wasn’t easy. It took a lot of promotion and a true team effort to get so many eyes on our webinar series, and clever marketing to keep bringing in new viewers. But it wasn’t overtly hard either. With the right thought leadership team, the “perfect storm” of a solid approach based upon best practices, and a solid team of subject matter experts, anyone can drive increased awareness as well marketing pipeline via thought leadership.

Three Things Your Audience Wants from Your Webinar

We all know what we want from our webinars: more leads, more exposure for our company’s thought leaders, and more chances to share our message. But what about the people who attend those webinars? Ultimately, our webinars are only successful when everyone gets what they need — and giving your audience what they really want means understanding why your audience is attending, and ensuring that you cater to their content needs.    

How do you do that? Easy! Just follow these three tips for giving your audience what they really, really want:

Create an engaging experience

Sure, you could just let your audience stare at slides for an hour. But where’s the fun in that? Instead, you should think about every webinar as an opportunity to craft an immersive, engaging multimedia experience. Put your presenter on camera and add video clips or screen sharing to your presentation. Build in time for interactive tools like polls and surveys.

Every time you can get a response from your audience — whether it’s a click to download more content or a simple smile — you’ve succeeded at engineering a valuable fan experience.

Give your audience a chance to be heard

The number one mistake people make with webinars is assuming that the presenter is the only one talking. False! Everyone who signed up for your webinar is there for a reason: they want to know more about how your products will make their life easier, they need answers they haven’t been able to find anywhere else, they want to catch up on the latest trends in your space, etc. But unless you listen to them, you’ll never know what those exact reasons are and they won’t come back for more.

Q&A is the easiest way to give your webinar audience a voice (and most of us do that already), but it’s hardly the only option you have. Integrate social media tools into your webinar environment so that attendees can ask questions and share their experiences with a broader audience, but without leaving your event.

You may even want to include idea storming or group chat tools so that the audience can share their excitement, questions, and expertise with one another. Attendees will walk away from your webinars feeling like someone was really listening. And that’s always a great feeling!

Bonus points if you pass on these questions and conversations to the rest of your marketing team so they can pinpoint common themes around which you can develop related content. Pass this information to your sales team too so that they can send related content to qualified leads.

Make sure they feel like they’ve learned something new

These days, it seems like everyone is constantly juggling a million items on their to-do lists. So when someone carves out an hour from their busy schedule to attend your webinar, they expect to get something truly valuable from it. Keep that in mind as you’re planning your presentation: are you covering the same old ground, or are you exploring new trends, revealing unexpected results, and sharing new tips to make them smarter and faster at their job. 

Everyone who comes to your webinar should walk away knowing something they didn’t know when they signed up. Don’t solely use your webinars as a platform for pitching your products. Instead, focus on best practices and actionable advice that your audience can put into practice right away. Doing so establishes you as a trusted expert, leaving your audience with nothing but positive feelings about you and your webinar.

Of course, this is just the beginning!

Freshen Your Webinars With Tweaked Formats

How awesome are your webinars? That shouldn’t be a hard question, but for too many of us, too much of the time, it makes us stop and wonder if people are snoozing through them. Do you feel like you’re producing fantastic, useful content, but for some unknown reason it’s not connecting with your audience?

If you keep delivering the same webinar over and over without shaking up your format, it shouldn’t come as a surprise that you’re leaving your audiences yawning instead of fist pumping. Fortunately, with a few easy tweaks, you can deliver a webinar that’ll make your fans sit up and take notice. Let’s consider seating arrangements. Sometimes all you have to do is shake up your webinar format to create a more engaging, interactive experience — and here are five ways to do just that:

The Chat Show

When you have a really great presenter, they don’t have to be an expert on everything. Instead, put them in the anchor chair and bring in subject-matter experts as guests. Your high-energy host can set the tone and keep things moving along at the proper pace, putting even camera-shy guest experts at ease. Meanwhile, the subject matter experts can share critical information and field audience questions in real time. It’s the perfect blend of education and entertainment. Imagine a Jimmy Fallon-type presenter hosting a webinar… your audience will for sure tune in and be engaged with this format.

The Panel Discussion

If you want to bring in several different expert perspectives, you may want to trade in the chat show for a panel discussion. In this format, the presenter becomes the moderator, leading a panel of subject-area experts in a lively conversation about the subject of the webinar. The moderator should come prepared with discussion topics, but the audience can contribute significantly, either by submitting their own questions or responding to in-event polls. This style can create a lively debate if you bring in presenters with differing views, making for a potentially very exciting group chat box. 

The Coffee Talk

When it comes to casual and engaging webinar formats, you can’t beat a coffee talk. All you have to do is bring together three or four well-informed experts, give them a topic, and the webinar content creates itself. Coffee talks have a natural, conversational flow that feels fun and authentic. Your audience will want to get in on the conversation, so make you sure you provide plenty of opportunities for them to engage, such as Q&A, polls, surveys, or group chat boxes. The best part about this format is you likely won’t have to create any supporting slides.

The Interview

Standard, lecture-style presentations are a time-honored strategy for delivering information to an audience. But why not mix it up a little? The question-and-answer interview format makes the audience feel like they’re getting the inside scoop. By moving your expert from the presenter’s podium to the interviewee’s chair, you may get a fresh perspective on the content. The interview format is a natural fit for guest speakers like customers, partners, analysts, or industry experts.

Live Case Study

There’s nothing like a case study. It gives prospects a chance to see how other companies are using your products and services and hear, first-hand, what they can expect from you. So why not turn your best case study into a webinar? Invite a satisfied customer to share their experience with your webinar audience. The presenter can guide the conversation, while video and screen share can be integrated into the webinar to help the customer share their story in a more visual-forward manner than you would normally be able to present a case study.

As long as you keep your webinars fresh and engaging, they will continue to be your best tool for engaging customers and prospects at any stage of the funnel. By simply moving around the seats and experimenting with alternative webinar formats, you may find that your webinars are easier to follow and your audience learns more and retains it longer — not to mention the fact that you get more effective branding for your company and both internal and external experts. 

 

One Big Webinar Marketing Mistake and Three Ways to Fix It

Last week I went to an awesome event with one of my friends and met someone very special. He was the host, ever charismatic and engaging. He talked, I listened. I talked (in the Q&A portion), he listened. There was a genuine conversation. I demonstrated interest by asking questions and even did a little Google search before going. Heck, I even sent a few live tweets with the event hashtag because it was *that* cool. So imagine my surprise when after the event, I heard… nothing. Well, it’s only been a week so I’m still waiting. He’ll follow up, right? I mean, he has my email address and phone number. He knows how to contact me…

Imagine the above situation within the context of a webinar. Your attendees are demonstrating their interest in your company and products, but are you following up with them afterward? In relationship marketing, first dates are good but recurring dates are more important — because your end goal is to convert prospects into customers, developing a long-term relationship with them. Likewise, driving one-off registrations to an event is great, but you want to keep them coming back for more (content, webinars, white papers, demos, and eventually a sales call). Below I’ve outlined three ways to follow up with your attendees after that critical first date/webinar to make sure that you’re not leaving a hot lead, cold.

Tell Them You Liked Spending Time with Them

While you have an engaged, captive audience in a webinar, you should tell them about your next one. Take the opportunity to let them know where and how to engage with you next — is it on social media, through a white paper download, at a physical event, or other webinars? Make sure they feel invited and special by personalizing it!

Say Thank You

Did you have a great time hosting that awesome webinar? Follow up with your attendees by sending a thank you email with a link to the on-demand replay. They may have missed out on some key moments or want to share it with their colleagues. Another option is to send them a link to something related to what you talked about during the webinar. For example, as a follow-up to How to Build the Perfect Webinar Presentation, we created and sent a related infographic on the same topic entitled How to Build a Killer Webinar. Just like you’d send someone a link to that funny YouTube video you talked about during your date, you should keep your prospect engaged and entertained with relevant content.

Pick Up the Phone

Webinars provide a wealth of analytics for modern marketers, enabling us to know what attendees engaged with the most, how many polls they answered, whether or not they asked any questions in the Q&A portion, etc. The engagement score that they get can be integrated into your marketing automation and CRM systems, enable your sales team to know when the prospect is ready for a sales call. Poll responses and questions posed in the Q&A will help your sales team know exactly what to talk about during the call.

Following up on leads after a webinar is essential to your sales and marketing team success. Don’t let your webinar attendees feel the same way as the above (slightly pathetic) situation that I illustrated. Ask them out, make them feel remembered and special and they’ll want to see you again and again!

Give Webinar Marketing a Personal Touch

When it comes to large-scale communications with a personal touch, you can’t beat webinar marketing. Unlike white papers — or even massive in-person events — webinars really give you a chance to get personal and get real with your customers and prospects.

In last week’s live webinar, “How Personalization Can Drive Webinar Success,” Mark Bornstein walked us through some simple steps to make a real connection with webinars. In case you missed it, here are some of the highlights:

Send a thoughtful invitation

People are much more likely to respond to an email when it feels like you went the extra mile for them. So make your webinar invites more meaningful! It only takes a little effort to make a huge impact.

  • Write like a person. It’s all too easy for marketers to fall into bad habits and churn out emails that sound like a corporate jargon generator. Yuck. Remember that you’re writing an email for a real person with real concerns. Use “you” a lot and focus on what they’ll get from the event.
  • Segment your database. Not all customer needs were created equal. If your email service allows it, try sending a different, customized message to your most important segments.
  • Personalize the subject line. Nothing grabs someone’s attention like their own name. Try adding a variable field for first name or company to your email’s subject line: “Hey Jon! You’re invited to a webinar”

Be a considerate host

Whether you’re throwing a party or delivering a webinar, it’s no fun for anyone else if you make it all about you. Instead, look for ways to turn your presentation into a conversation, and get the audience engaged.

  • Don’t be too formal. The old slides-and-presenter webinar format can be a lot of fun, especially if you have a great presenter. But why shake things up a bit? Try different presenter formats, such as interviews, expert panels, or coffee talks.
  • Give them what they want. After really great webinar, the audience walks away full of ideas about what to do next. Pack your webinar with valuable info and actionable tips.
  • Listen. There’s nothing people love more than sharing their own experiences. Include polls, surveys, and Q&A to give your audience a chance to talk about themselves.

Let them know they matter

Show your audience how much they mean to you by inviting them to engage with your company again.

  • Stay in touch. Most leads start to go cold pretty quickly, so reach out within 24 hours with a follow-up call or personalized email.
  • Show them you were listening. But don’t just make a generic follow-up call! Ask them if they had any questions about the webinar they just watched. If the lead asked questions or responded to a poll, use that as a starting point for your next conversation.
  • Offer a fresh experience. It’s a good idea to offer them another piece of content, but make sure it isn’t more of the same. The next step should take them deeper into the buyer’s journey, whether it’s a white paper, a data sheet, a live demo, or an invitation to another webinar on a different topic of interest.

By making your webinars into genuinely personal experiences, you’ll increase attendance, engagement, and interest in your brand. For more great tips like these, watch “How Personalization Can Drive Webinar Success” on demand.

5 Ways to Boost Webinar Attendance

I have a confession to make: last week I forgot to take out the trash, ordered takeout more times than I’d like to admit, and sent my laundry out to be cleaned because I didn’t have time to do it myself. I was just too busy to do it all. Likewise, your fans — people just like you and me — are busier than ever. We’re constantly being pulled in a dozen different directions, bombarded with industry news and marketing messages, when all we really want is something that will help us get our jobs done faster and smarter. In such a busy and noisy marketing world, how can you make sure people take the time to come to your webinars? The answer is deceptively simple: your webinars need to be relevant, informative, and most of all, convenient. Here are a few easy tips to get you started:

  1. Make The Title Pop

Think about the last webinar you attended. With all the invites that pour into your inbox, why did you not only register for but also attend that particular one? Chances are, you signed up because the title spoke to you. If the title of a webinar promises to deliver information you need or actionable advice, you are much more likely to register and attend.

Keep that in mind when you’re naming your own webinars. Craft a title that directly addresses a common pain point and lets people know that they’ll walk away with tips they can immediately put into action. Webinar titles like “10 Secrets for Creating Great Webinar Content” or “5 Signs Your Webinars are Falling Short” tell people exactly what they can expect. And that translates into more people attending your event.

  1. Get More From Your Registration Page

Too often, marketers think of the webinar registration page as nothing more than an abstract and a form fill. But if you don’t take your reg page seriously, why should your fans?

Make sure you have calendar links on your registration page so it’s easy for people to add the webinar to their calendars. This gives them an easy and fast way for them to block out the time in their work calendars so no one books a meeting at the same time as your webinar. You wouldn’t agree to a professional development meeting and not add it to your calendar — treat your webinars the same. Adding buttons that automatically drop the webinar on someone’s Outlook or Google calendar is a quick and easy way to help ensure they attend.

  1. Don’t Be Antisocial

If you’re not promoting your webinars on social channels, you’re missing out on a huge potential audience. Just remember that social audiences have a different set of expectations, so you might have to nuance your message a little bit. Use different copywriting based on the platform (more light-hearted on Facebook, short-form with a point of view on Twitter, and a more skills-focused approach for LinkedIn).

Be sure to establish a hashtag for your webinar or larger webinar series (and check that hashtag to make sure that no one else is using it or that it’s not currently being used in a different, inappropriate context!). Then get creative about how you promote the event: tease key tips that will show up in the webinar presentation, ask provocative questions about the pain points the webinar will address, create a teaser video, or throw out intriguing stats or quotes that are related to the subject of your event. And, finally, try posting at different times to appeal to your audience. A well-crafted tweet a few days before the webinar may help drive registration, while timely day-of messages counting down to the start of your event will probably encourage more spur of the moment attendance (like how Periscope works by promoting the “I’m doing this now. Tune in now” mentality).

  1. Send a Reminder Email

This is such a simple one, but it is so shocking how many people forget to send a reminder email! Sometimes I get so busy that I forget to little but important things like buy groceries or take out the trash, so imagine how easy it is for people to forget about your webinar. No matter how excited someone was when they signed up, you need to take the opportunity to remind them.

Segment your database and email sends so that the day of your webinar anyone who has not registered yet receives a “last chance” email. And all the people who have registered should get a friendly reminder with a link to the event a couple of hours before you start delivering your webinar. This keeps your webinar top of mind as they’re starting out their day, helps fans prioritize their work for the day, and makes the event link easily accessible.

  1. Get Sales Involved

You want more people to come to your webinars. Sales want a good excuse to reach out to prospects. This is a textbook win-win situation and is key to any good some good sales and marketing alignment strategy.

Draft a simple email template for your sales team and encourage them to reach out and personally invite their most promising prospects to your webinar. Sales will appreciate having a reason to continue the conversation with a strong lead, you will enjoy an engaged addition to your webinar audience, and the prospect gets all your tips and webinar content. If the webinar helps move the prospect down the funnel and encourages them to buy, then your webinar can be directly attributed to revenue generation. How great is that?!

People are busy. Make it fun and easy for them to attend your super relevant and informative online events and they’ll be sure to keep coming back for more! If you’re looking for more tips to drive webinar registration, check out 7 Ways to Enhance Your Webinar Promotions.