9 Proven Ways to Increase Webinar Response

Let’s face it: most business inboxes get flooded every day with Webinar invitations. If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events.

1. Sell the event, not the product.

A Webinar invitation should sell the value of the event, period. No-one cares about how wonderful your product is. Every ounce of copy should be dedicated to convincing the reader why he/she should invest a precious 30-40 minutes in your Webinar.

increase webinar response

2. Use bullet points to highlight key learning benefits.

Bullet points are easily scannable at a glance and a useful technique for highlighting key messages. Don’t just list topics – instead, provide specific, concrete things that the reader will learn, discover, gain or take away from the event.

3. Email invitations at least 2 weeks in advance.

Studies show that starting email promotions more than 7 days prior to an event increases the size of the audience by 36%. Following the initial invitation, send a second, reminder email a week later. Try sending last-minute reminders in the form of “forwarded” emails from the assigned sales representative, including the contact’s first name and a personal note (e.g. “Jane, wanted to make sure that you saw the invitation to this great event we’re hosting next week …”)

4. Make sure your registration page closes the deal.

A registration page should provide more than just a form and a tired repetition of email copy. An effective registration page, one that maximizes conversion rates, reinforces the value of the event – perhaps by providing additional, more detailed information like speaker bios or an agenda.

5. To maximize attendance, remind, remind, and remind again.

Even the most successful Webinars can suffer a 50 percent no-show rate. You can minimize that drop-off by sending a confirmation email immediately upon registration, a reminder email 1-2 days prior to the event, and a last reminder email the day of the event. (Yes, the day of the event.) Like registration pages, reminder emails are a great way to provide additional detail about the Webinar.

6. Always offer “add to calendar”.

Most business professionals live and die by their online calendars. (Translation: if it’s not on the calendar, it doesn’t exist.) Make sure that you include a prominent (and functioning) “add to calendar” link or button on the thank you/confirmation page, confirmation email, and all reminder emails.

7. Take full advantage of marketing automation.

Integrate your marketing automation system (e.g. Marketo, Pardot) with your Webinar platform (e.g. Citrix, Webex.) Doing so not only eliminates tiresome manual transfer of registration data, but also gives you greater flexibility in the design and branding of campaign assets like registration pages, leading to increased conversion rates and more registrations.

8. Use SEM to generate incremental leads outside of your target list.

Consider a 4-week paid search (SEM) campaign leading up to the date of the Webinar. Either create a separate campaign focused on specific keywords and search queries related to the Webinar topic, or temporarily replace (or rotate) your current SEM ads with copy that drives Webinar registration.

9. Leverage social media to extend the reach of your campaign.

Social media can be an easy and effective way to increase attendance by leveraging existing event creative and assets like registration pages. Start by publishing a blog post a couple of weeks before the event – perhaps a short, Q&A-style interview with the Webinar speaker, or an excerpt of the planned presentation – and include a call to action that links to the registration page. Use LinkedIn Sponsored Updates and LinkedIn Text Ads to target specific demographics in advance of the Webinar. Finally, schedule a series of tweets starting 2 weeks prior to the event. Vary the copy, and include images where possible, such as speaker photos.

 

This article was written by Howard J. Sewell from Business2Community and was legally licensed through the NewsCred publisher network.

9 Proven Ways to Increase Webinar Response

Let’s face it: most business inboxes get flooded every day with Webinar invitations. If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events.

1. Sell the event, not the product.

A Webinar invitation should sell the value of the event, period. No-one cares about how wonderful your product is. Every ounce of copy should be dedicated to convincing the reader why he/she should invest a precious 30-40 minutes in your Webinar.

increase webinar response

2. Use bullet points to highlight key learning benefits.

Bullet points are easily scannable at a glance and a useful technique for highlighting key messages. Don’t just list topics – instead, provide specific, concrete things that the reader will learn, discover, gain or take away from the event.

3. Email invitations at least 2 weeks in advance.

Studies show that starting email promotions more than 7 days prior to an event increases the size of the audience by 36%. Following the initial invitation, send a second, reminder email a week later. Try sending last-minute reminders in the form of “forwarded” emails from the assigned sales representative, including the contact’s first name and a personal note (e.g. “Jane, wanted to make sure that you saw the invitation to this great event we’re hosting next week …”)

4. Make sure your registration page closes the deal.

A registration page should provide more than just a form and a tired repetition of email copy. An effective registration page, one that maximizes conversion rates, reinforces the value of the event – perhaps by providing additional, more detailed information like speaker bios or an agenda.

5. To maximize attendance, remind, remind, and remind again.

Even the most successful Webinars can suffer a 50 percent no-show rate. You can minimize that drop-off by sending a confirmation email immediately upon registration, a reminder email 1-2 days prior to the event, and a last reminder email the day of the event. (Yes, the day of the event.) Like registration pages, reminder emails are a great way to provide additional detail about the Webinar.

6. Always offer “add to calendar”.

Most business professionals live and die by their online calendars. (Translation: if it’s not on the calendar, it doesn’t exist.) Make sure that you include a prominent (and functioning) “add to calendar” link or button on the thank you/confirmation page, confirmation email, and all reminder emails.

7. Take full advantage of marketing automation.

Integrate your marketing automation system (e.g. Marketo, Pardot) with your Webinar platform (e.g. Citrix, Webex.) Doing so not only eliminates tiresome manual transfer of registration data, but also gives you greater flexibility in the design and branding of campaign assets like registration pages, leading to increased conversion rates and more registrations.

8. Use SEM to generate incremental leads outside of your target list.

Consider a 4-week paid search (SEM) campaign leading up to the date of the Webinar. Either create a separate campaign focused on specific keywords and search queries related to the Webinar topic, or temporarily replace (or rotate) your current SEM ads with copy that drives Webinar registration.

9. Leverage social media to extend the reach of your campaign.

Social media can be an easy and effective way to increase attendance by leveraging existing event creative and assets like registration pages. Start by publishing a blog post a couple of weeks before the event – perhaps a short, Q&A-style interview with the Webinar speaker, or an excerpt of the planned presentation – and include a call to action that links to the registration page. Use LinkedIn Sponsored Updates and LinkedIn Text Ads to target specific demographics in advance of the Webinar. Finally, schedule a series of tweets starting 2 weeks prior to the event. Vary the copy, and include images where possible, such as speaker photos.

 

This article was written by Howard J. Sewell from Business2Community and was legally licensed through the NewsCred publisher network.

Introducing Sidekick

Meet your content calendar’s new best friend: Meltwater’s weekly Sidekick digest. Sidekick is dependable, loyal, and always relevant. Every week we’ll put together a list of upcoming holidays (both the traditional and quirky kind), famous birthdays, noteworthy historical events, and newsworthy pop culture happenings. Why wait ’til “day of” to plan fun posts when you can now easily schedule them a week in advance. You can also subscribe to get your Sidekick delivered straight to your email inbox. Enjoy!

Celebrate The Month of April

  • Celebration: National Humor Month, National Poetry Month, Keep America Beautiful Month

  • Health: Stress Awareness Month

  • Food: National Pecan Month, National Grilled Cheese Month, National Soft Pretzel Month, National Soy Foods Month, National Garlic Month, National BLT Sandwich Month

  • Fun: National Guitar Month, National Welding Month, Lawn and Garden Month, Records and Inform

  • Humanitarian: Sexual Assault Awareness Month

Celebrate The First Week of April

  • Bookworm: National Library Week

Sunday, April 3

  • Holidays: Tweed Day, Find A Rainbow Day, Chocolate Mousse Day, World Party Day, Hospital Admitting Clerks Day

  • Famous Birthdays: Eddie Murphy, Amanda Bynes, Colbie Smulders, Leona Lewis, Jane Goodall, Marlon Brando, Doris Day, Alec Baldwin

  • TV/Movies: 51st Academy of Country Music Awards (CBS 9 PM), iHeart Radio Music Awards, Call the Midwife (PBS, 8 PM)

Monday, April 4

  • Holidays: Vitamin C Day, Walk Around Things Day, Cordon Bleu Day, World Rat Day

  • Famous Birthdays: Robert Downey Jr, Maya Angelou, Natasha Lyonne, David Cross

  • TV/Movies: Mapplethorpe: Look at the Pictures (HBO, 9 PM)

Tuesday, April 5

  • Holidays: Caramel Day, Go for Broke Day, Deep Dish Pizza Day, Read a Road Map Day

  • Famous Birthdays: Pharrell Williams, Booker T. Washington, Lily James, Gregory Peck

  • TV/Movies: America’s Great Makers (TBS, 9 PM)

Wednesday, April 6

  • Holidays: Army Day, Day of Hope, New Beer’s Eve, Tartan Day, Caramel Popcorn Day, Plan Your Epitaph Day

  • Famous Birthdays: Paul Rudd, Zach Braff, Candace Cameron-Bure

  • TV/Movies: Real Housewives of NYC (Bravo, 9 PM), David Attenborough’s Conquest of the Skies (Smithsonian, 8 PM)

Thursday, April 7

  • Holidays: World Health Day, Coffee Cake Day, No Housework Day

  • Famous Birthdays: Russell Crowe, Jackie Chan, Francis Ford Coppola

  • TV/Movies: The Odd Couple (CBS, 8:30 PM), River Monsters (Animal Planet, 9 PM)

Friday, April 8

  • Holidays: Zoo Lover’s Day, Draw A Picture of a Bird Day, National Empanada Day

  • Famous Birthdays: Robin Wright, Ezra Koenig, Taylor Kitsch

  • TV/Movies/Albums: Adult Swim Golf Classic (Comedy Central, 11:30 PM)

Saturday, April 9

  • Holidays: Winston Churchill Day, Name Yourself Day, Cherish an Antique Day
  • Famous Birthdays: Kristen Stewart, Hugh Hefner, Marc Jacobs, Elle Fanning

  • TV/Movies: Outlander (STARZ, 9 PM), Nothing Left Unsaid: Gloria Vanderbilt & Anderson Cooper ( HBO, time TBD)

Sunday, April 10

  • Holidays: Sibling Day, National Golfer’s Day, International Safety Pin Day

  • Famous Birthdays: Mandy Moore, Steven Seagal, Haley Joel Osment, Daisy Ridley

  • TV/Movies: MTV Movie Awards (MTV, 8 PM), Dice ( Showtime, 9:30 PM), The Girlfriend Experience (HBO, 8 PM)

Monday, April 11

  • Holidays: National Pet Day, Cheese Fondue Day, Parkinson’s Disease Day

  • Famous Birthdays: Alessandra Ambrosio

  • TV/Movies: Jackie Robinson (PBS, 9 PM)

Tuesday, April 12

  • Holidays: Equal Pay Day, Grilled Cheese Sandwich Day, Licorice Day

  • Famous Birthdays: Beverly Cleary, David Letterman, Saoirse Ronan

  • TV/Movies: The Mindy Project (Hulu)

Wednesday, April 13

  • Holidays: Thomas Jefferson Day, Scrabble Day, Peach Cobbler Day

  • Famous Birthdays: Thomas Jefferson, Allison Williams, Ron Perlman

  • TV/Movies: The Last Panthers (Sundance, 8 PM)

Thursday, April 14

  • Holidays: National Pecan Day,Look Up At The Sky Day

  • Famous Birthdays: Pete Rose, Abigail Breslin, Sarah Michelle Gellar

  • TV/Movies: Bones (FOX, 8 PM)

Friday, April 15

  • Holidays: Day of Silence, DNA Day, Take a Wild Guess Day, National Glazed Spiral Ham Day

  • Famous Birthdays: Leonardo da Vinci, Emma Watson, Emma Thompson

  • TV/Movies/Albums: Unbreakable Kimmy Schmidt (Netflix)

Saturday, April 16

  • Holidays: Dolphin Day, Egg Benedict Day, Save the Elephants Day

  • Famous Birthdays: Pope Benedict XVI, Martin Lawrence, Kareem Abdul-Jabbar

  • TV/Movies: Confirmation (HBO, 8 PM)

Infographic: Don’t Outsource Content Creation—In-Source It!

Finding original, engaging, and relevant content that connects with your audience can be challenging. If you’re in charge of website content and are interested in offering your audience a reason to keep coming back, maybe it’s time to start in-sourcing content to the team that knows how you do your business best: your team members. 

This infographic lays out ways to turn your team members’ expertise into engaging content with steps for:

  • Recruiting expert voices from within the company
  • Creating a content development process that non-writers will enjoy
  • Showing team members they are valued for their insights

meltwater_insourcing_infographic_lg.png

 

To learn more read our latest e-book on the ins-and-outs of in-sourcing content creation.

 

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Winning Reputation, on and off the Court: How Kansas U Uses Media Intel

“Maintaining a national presence is key to us. Meltwater enables us to easily watch brand mentions, as a whole, so we can stay focused on what it takes to develop a winning communications strategy.” – Todd Kober, Kansas Athletics

There are benefits to being a well-known brand. Todd Kober, Associate Athletics Director/Executive Director of External Branding at Kansas Athletics knew this when he started at the University of Kansas in 2013. The 5-time national champion men’s basketball team has one of college sports’ most recognized logos with a well-known battle cry, “Rock Chalk, Jayhawk!” Given KU’s standing in college sports, the athletics department has an advantage over other universities when it comes to brand awareness, but even with a championship reputation, brands need to be groomed and nurtured for continued success.

In 2013, Kober arrived at the University of Kansas to head Kansas Athletics’ communications. At the time, the department still cobbled together reporting on their publicity efforts by performing daily Google searches. Before implementing Meltwater, tracking coverage—and building momentum—on multiple storylines meant having one staff member spend mornings googling for articles mentioning KU athletics and then cutting, pasting, and sorting these into emails for reporting. It was a time-consuming task that provided little insight into how to manage media attention and didn’t surface the marketing department’s impact on coverage.

Additionally, relationships with journalists were not always strategically systematized. The communications department lacked in-depth, comprehensive research into the coverage that fellow Big 12 Conference teams were receiving or trending topics, essential background research for placing stories in front of journalists. Since the outreach and reporting efforts of the communication department were limited, it was hard to see if and when they had publicity wins. Not adequately tracking wins was frustrating to staff that knew their outreach was yielding results; though quantifying those wins remained elusive.

Kober knew that Meltwater’s reporting would allow the department to monitor story pick-up and spread the word of their publicity efforts. “Week in, week out, our staff focuses on the storylines that we want to pitch to reporters. With Meltwater, we can monitor the success rate of the pitches we make, and then refine our approach accordingly.” It’s been a boon to Kansas Athletics to makes use of the reporting function to track the articles, topics, and social media chatter to put together statistics for administrators. Beyond using Meltwater for listening, this reporting feature with accompanying graphs and statistics is attractive to a data-preferring athletics department.

“The best way to show what (the communications staff) is doing to the entire administration is to demonstrate (via statistics and graphs) the earned value of our activities. We create quarterly reports with Meltwater for the administration, and there’s no doubt about the quantity and quality of the exposure we get,” says Kober, when explaining an important reason he implemented Meltwater at Kansas Athletics.

Using Outsight Insight allows Kansas Athletics to monitor media mentions of their competitors in the Big 12 Conference; it’s an easy way to take the pulse of the industry. In doing so, they can see what type of improvements they’re making in earned media as it pertains to their competitor’s comparable coverage. Using this information, they can adjust their efforts to make sure they retain a competitive advantage.

“Even in communications we are competitive.” says Kober, “We monitor our media placements and hits and benchmark against other members of the league. Meltwater helps us keep our friends close and our enemies even closer.”

Successfully managing the sentiment surrounding Kansas Athletics is crucial in communication efforts to amplify positive stories. By acting on stories and newsworthy items surfaced by their media monitoring, Kober’s team is seeing an improvement in employed media. Ultimately, their goal is to build pride among the university’s students, employees, and alumni; giving students and athletic recruits extra incentive to sign on. Or as Kober put it,  “…explain to everybody why it’s great to be a Jayhawk.”