Overview
- 1. Re-engage registrants and attendees: Re-engage attendees and no-shows with on-demand links and extra resources.
- 2. Nurture audiences through the funnel: Nurture pages boosted ON24 webinar attendance 17% by using clips, resources and data-driven follow-ups.
- 3. Personalize experiences: First-party data powers personalized offers, paid promotions and BOFU-ready sales outreach.
Let’s face it, we all want to squeeze every last drop of use out of the content we create, especially webinar content. While repurposing should be top-of-mind, before any repurposed content is created, you’ll want to maximize the opportunity from the on-demand webinar itself.
Considering that the percentage of attendees that watch webinars on-demand continues to rise, this should be the first step in any webinar-powered campaign. So, you’ll want to design every webinar session to be binge-worthy, but also long-lasting. This means avoiding time-sensitive language and linking to evergreen content in your CTAs and resources — multiplying its reach.
However, you can get even more from your on-demand webinars beyond hosting them online. Follow these three tips to propel your results forward.
1. Re-engage your registrants and attendees
The goal is to continue to engage your audience, even after the webinar. This includes the people who might have registered for the webinar but didn’t show up on the day. An efficient way to do this is to plan ahead and set up follow-up emails to go out shortly after the end of the webinar.
Attendees can receive a ‘thank you’ email that acknowledges their attendance but also calls out a link to the on-demand version of the webinar, giving them the opportunity to explore the topic again. They might even decide to share the link with colleagues. Take this time to provide attendees with other related resources such as upcoming webinars or e-books that will help push them further through the funnel.
For your no-shows, a ‘we missed you’ email that lets them know that even if they missed the live webinar, there is still a chance to view it on-demand. As with attendees, you can direct recipients to other pertinent resources.
2. Nurture audiences through the funnel
Another way to continue engagement and move audiences forward in their journey is through nurture pages. In fact, from our own use of automated nurture pages, ON24 achieved a 17% increase in webinar attendance. Nurture pages may include short video clips of key moments from your webinar, additional content and even a link to the full webinar.
Another way to use nurture is to use all that rich first-party engagement data collected from your webinar — such as attendance, poll responses, questions asked, content viewed, and post-event survey feedback — for nurture campaigns. By feeding this data into your marketing automation platform (MAP), you can enrich lead profiles, apply scoring models and trigger behavior-based workflows.
This allows you to tailor follow-up messaging and content tracks based on where each lead is in the buying journey. For example, a highly-engaged attendee who viewed several case studies and asked detailed questions might be fast-tracked to a sales conversation, while a more passive viewer might enter a top-of-funnel educational nurture stream.
3. Personalize experiences with first-party data
That first-party data services another important purpose. It allows you to personalize attendee experiences inside your owned channels. This includes adding personalized touches within your webinar experiences based on segment, where they are in the funnel.
A real-life example from ON24 comes from ON24 Next in 2024. If attendees were based within traveling distance of one of ON24’s in-person events, they were presented with an offer to attend. Other forms of segmentation were also present, including different offers depending on whether someone was a current customer or now. Check out the short video below or read our article on personalization for a detailed explanation.
You can also use first-party data to target personalized promotions through paid media and social selling. Once the data is in your CRM or marketing automation platform, like Marketo, it can be used to trigger next actions for your paid promotions.
Furthermore, it can offer different plays for sales to use in outreach on social media. For example, if an attendee clicked on a CTA for a case study, that often indicates that they are in the BOFU stage of their journey, providing sales with social content that fits in the BOFU stage be more helpful to those attendees than content that is more appropriate for someone in the TOFU stage.
Want to start getting more from your on-demand webinars and content? Learn how you can increase consumption and conversion with ON24 Content Hubs.