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.

How to Streamline Webinars Ops with Integrations

This post was originally published on heinzmarketing.com. Syndicated with permission.

Last week, we debuted a new blog series: The Road to Webinar Success designed to help you better plan, think about, and utilize webinars in your broader demand generation initiatives. Our first installment covered a brief background on the value of webinars as well as their effectiveness, and also dug into The Power of Panel Webinars. If you haven’t yet, go back and read that blog to get yourself oriented.

This week, I want to look at what it means to streamline your webinar operations using integrated tools and technologies. What are the values of integration? Who are the key stakeholders involved? What do you need to consider when it comes to integration? That’s what we’re here to find out.

An overview on streamlining webinar operations with integrated technologies

While the functionality of an individual tool matters, at some point, you’re going to need it to start sharing information. With robust integration between your webinar platform and the rest of your marketing tech stack, you can streamline operations across your sales and marketing initiatives.

Why should you care about streamlining webinar operations with integration?

To act on buying signals

Today, marketing is all about identifying signals and acting on them, and while we’re in no short supply of tools to identify what people do, when, and where, siloed tools makes acting on those signals much more difficult.

To react more intelligently

When your data is effectively integrated, you can identify prospect actions across your tech stack and better understand how best to follow-up on that action, without the manual data pulls. If a lead attends a webinar, sales can be notified to follow-up. If a lead registers but doesn’t attend a webinar, they can be added to a specific nurture program. If a lead asks a question on a webinar, an SDR can answer immediately. With the right integration, you are able to continue the conversation rather than reaching out cold.

To reduce manual workflows

Automation allows you to reduce the amount of manual processes to get the data you want before, during, and after a webinar. It also makes possible to develop programs or see new angles to data that were previously too difficult or too risky to do manually.

The ability to integrate helps mitigate risks with tricky data, and it allows you to focus your time on more important facets of your role, rather than spending hours sifting through data trying to decipher what’s actually relevant.

To share data across sales and marketing

When your webinars are integrated, sales and marketing can be better aligned when it comes time to engage a lead. With your webinar data being shared across systems, both teams know how leads have engaged in your webinars and can more thoughtfully route them accordingly as part of continued nurture.

When it comes to integrations, anything that speeds up the sales and marketing process is beneficial. Anything that delays it is a problem.

To improve data and reporting capabilities

Gain a single source of truth not just for your webinar data, but also the role it plays amongst your broader sales and marketing activities. With this, you can simplify reporting and analytics and ensure that marketing, sales, and executive leadership are all looking at the same data to see reports with the same lens.

With integration, you are also able to build a process around how data is collected and acted on, getting the right data in front of the right people at the right time.

The more you can do to automate your workflows with inputs from integrations, the more you can do to drive the business forward.

When should you consider streamlining webinar operations with integration?

You should never not think about the possibility of integration.

The minute you have two systems, you should ask if they’re able to talk with each other. Consider using this play when you want your webinar program to play a larger role in your marketing strategy, you’re tired of manually sifting through webinar data, or your marketing, sales, and executive teams all lack a central data source.

You may also want more transparency and reliability in your data and reporting. Maybe you want tighter alignment between sales and marketing before, during, and after a webinar happens. Or perhaps you want to improve your lead conversion rates, follow-up actions, and broader lead engagement tactics.

Who are the key stakeholders involved in streamlining webinar operations with integration?

When it comes to integration, your marketing operations team should lead the charge. However, they should be sure to work with both sales and marketing to identify what tools need to be integrated, what inputs need to be involved, and what signals need to be tracked.

Want more?

Now that you know the principles of streamlining your webinar operations, it’s time to put it all together. To learn how to do this and much, much more, join us at ON24’s Webinar World 2019 from March 11-13 in San Francisco, CA! PLUS save $500 and get free tickets using the code “Heinz_VIP” at checkout!

Watch keynote presentations, join breakout sessions, and participate in interactive labs all designed to help you utilize webinars and engage for action.

We’ll see you there!

Can’t make it to Webinar World? Join us with a panel of experts from ON24, Netline, Sketchdeck, and DemandBase for our Panel Webinar to Drive Engagement, Action, Conversion, and Loyalty. Learn More >>