Over the last six months, almost everyone has run or attended a webinar. With the arrival of COVID-19, the popularity, registration, and attendance of webinars and online events skyrocketed.
However, now that business is returning to pre-COVID levels, our analysis shows that webinar registration and attendance are returning to pre-COVID levels.
Applying all or most of these recommended practices is the key to sustaining high-performing webinars.
It’s everything when it comes to email and webinar invitations in webinar marketing. Your registration and attendance statistics will suffer if your subject line is dull, uninspired, and flat.
Make sure that your topic lines aren’t overly lengthy. In most email systems, keeping the copy between 40 and 60 characters prevents it from chopping off. Make the copy personable since this leads to an 18% increase in open rates.
The key to creating a subject line that encourages registration and attendance is to capture your target interest of the audience. Disrupt their routine, push them to attend, and establish an intimate attachment.
It helps to include the word webinar in the title while implementing a webinar marketing strategy. If you have a well-known speaker at your event, utilizing their name will also assist. Beyond everything, design an event that will be remembered.
Because many marketers have limited resources, they rely on pre-existing email template header designs that may not be ideal for webinar invitations.
Our first idea is to create an email template that incorporates the webinar information. Most individuals would rather look or watch than read. By creating a banner, you may provide them with information in the manner they want.
You may believe we have previously discussed this, which most individuals make a frequent error. They merely take the subject line and the event name and regurgitate those facts here. That’s OK, but there’s a chance to improve the headline’s value.
Return to the Webinar Marketing – Reshaping Your Workforce for the Future.
Consider this a commercial break because this isn’t about technical quality but more about how you B2B webinar strategy and prepare to sell your webinars. The majority of individuals discuss the event and its topic.
Instead, focus your whole conversation on what’s in it for your potential guests. What will they discover? What will they receive? What will they witness you doing? How can they put it to use in their businesses? What benefits will it bring to their organizations or to them individually?
Use our red/blue test to see if your invitation passes the red/blue test. All references to you, your company, or pronouns implying you, such as us, our, or we, should be circled in red. Then, in blue, circle every time you mention your clients and attendees, as well as any time you use pronouns related to them, such as you and yours. You should have around 80% blue circles and 20% crimson circles.
Now we can include that new “what’s in it for them” mindset into our invitation wording. Don’t go back to the specifics. Instead, concentrate on what they will get from going.
A few ideas for improving your content language To begin, use the word learn rather than educate, as learning is what your audience wants. Next, because humans process information in groups, aim to keep your bullet points to three or five. This is your chance to promote the event, so make the most of it.
This is your chance to shine. It makes no difference how many people read the email or click on the email invite; what matters is how many people register for the webinar and then attend.
There is much evidence to back up these call-to-action (CTA) enhancements. CTAs written in first-person pronouns outperform those written in second-person pronouns, according to research. Instead of saying “Reserve Your Seat,” try saying “Reserve My Seat.”
Here are some more choices you should think about using or testing:
It’s difficult to argue against utilizing video. The amount of copies in a webinar email is limited. You can convey a far more interesting, disruptive, captivating, and emotional tale with video.
There is no law that says you can’t have your presenters create a brief (less than 30 seconds) opening the video on the subject of your webinar marketing, what your guests will learn, and why they should join.
Make a fresh video for each of your webinar reminder emails. This will keep your audience from getting email blind to what seems to be just another webinar reminder email. If you change the video in each email, you’re extending your material and enticing your subscribers to click and watch.
We propose writing a fast script, honing it until it’s perfect, and ensuring that your presenter delivers it properly.
If your video is poor, your webinar is doomed. Who would want to attend a webinar with a bad speaker?
Attending a webinar doesn’t seem like a huge problem at first, but everything changes as you get to the registration page. Webinar marketing is referred to be a moderate-risk offer in Square 2 jargon. This indicates that your prospective attendee is nervous about signing up.
First, they must offer you an hour of their valuable time. We’re all really busy right now, so an hour out of the day is significant.
Next, because they don’t know you well yet, they may be questioning whether this is a sales tactic. We’ve all gone to webinars that appear to be learning opportunities but are actually sales pitches.
Lastly, unless you’ve been lucky enough to obtain a superstar or even an industry-level celebrity, they don’t know your speakers, so they’re wondering if the speaker will be good enough to maintain their attention for an hour.
Just a little note here. Remember that while registrations are helpful in growing your list, the aim is to have attendance. You want people to learn about your organization, thought leadership, and content. You want to make them an offer that will keep the discussion going. Its objective is not fulfilled if people register but never attend.
Reminder emails perform great in this situation, and when combined with calendar integrations, they are critical to persuading people to attend your event.
Make a reminder schedule. Here’s the one that has shown to be the most effective for our clients:
Make this a mandatory part of your enrollment process, and you’ll see an uptick in the frequency of individuals that attend your event.
What good is a blog if it doesn’t include a section on metrics related to your webinar program? All of the other pillars of Square 2’s execution technique have been discussed. B2B Webinar Strategy, tactics, technology, and now analytics are all part of the bigger picture.
The fundamental analytics are simple and clear:
Analyses related to the invitation procedure may be found here:
We usually recommend creating standard dashboards for webinar campaigns and webinar event metrics that can be compared event by event and over time.
Webinars will be a consistent and successful tool to educate, advise, and lead your prospects. They are both efficient and instructive. They assist prospects in becoming acquainted with, like, and trusting you, your organization, and your services.
If you are concerned about your webinars/webinar registrations, we are more than happy to assist you. Connect us directly at firstname.lastname@example.org