Webinar invitations are piling up in your inbox, and even the webinars you sign up for often go unwatched. It’s easy to have your webinar overlooked when there are a lot of qualified, experienced professionals in your field producing webinars, too.
But once you have a registrant who’s watching a webinar, you’re making a personal connection with a potential customer or client.
You need to nurture these leads, but before you can even begin to do that, you need to get them to register and start watching your webinars.
How can you increase registrations?
1. Reduce Your Form Size
If you want to achieve your webinar goals, you need to take a look at your sign-up forms. A study by Marketo shows short forms outperform long forms.
- 9 Question Forms had a 10% conversion rate
- 7 Question Forms had a 12.0% conversion rate
- 5 Question Forms had a 13.4% conversion rate
The goal is to increase conversion rates so that people sign up. You can nurture these leads further via email marketing, but you need to get them in the door.
Stick to the basics:
You can then choose to lead your contact further down your sales funnel with exclusive offers if they fill out more information.
2. View Past Webinar Feedback
Your webinar should include a feedback form that rates the overall satisfaction of your webinar viewers. If viewers have an issue hearing you or they wished that you went into more detail about a topic, this can help boost your next webinar’s attendance.
Focus on what topics viewers want discussed in the future and how they felt about the content presented.
This information allows you to:
- Address topics in future webinars
- Promote webinar enhancements in future copy (i.e. better sound, clearer video)
Use your past feedback to boost your future webinar success. Learn from your mistakes and connect with past viewers to invite them to your next webinar.
If you offer a good product (webinar), you’ll find that word of mouth travels faster, leading to additional signups that you didn’t have to go out and reach yourself.
One thing that’s hard for most webinar holders is to read through bad comments. If you plan to send out follow-up emails or even call some of the viewers, you want to pay attention to what viewers say in their comments.
A bit of personalization can go a long way in bringing a dissatisfied viewer back to your next webinar. The person who complains about the audio being horrible isn’t likely to respond to a sales call, but you can address the issue and thank the person for telling you about the issue. Bad comments allow you to make changes and provide better content in the future.
3. Start Your Email Invitation Sequence Early
People are busy. If you send out your invitation to a webinar too late, your registrations will suffer. Sending out an invitation 7 days or less before the event will not allow you enough time to nurture your leads.
Every email marketing sequence promoting a webinar should include a minimum of:
- Invitation: Send two weeks in advance if possible.
- Reminder: You can send multiple reminders before the event.
- Recording: A recording should be sent after the webinar.
I don’t want to go too deep into copy, but you should include:
- Teaser emails
- Save the date emails
- Happening now reminders
You also need to hold your webinars on the right day and time: Wednesday or Thursday 1 PM ET works very well. People aren’t rushing through their Monday work to reach deadlines, and you’ll cater to both west and east coast viewers.
Value-building email reminders should start two weeks in advance, with another reminder one week before the event. A total of two final email reminders will ensure a higher attendance rate. The ideal interval is one reminder the day before the event and one the day of the event.
Leverage social media, too. Buffer or HootSuite will allow you to pepper in your webinar reminders and ask social media followers to join in on your next webinar.
And when you send those value-building emails, don’t forget to list the benefits of the webinar and even a few blog posts about the topics that you’ll be covering.