How To Drive Webinar Registration And Attendance In 2015

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How to Drive Webinar Registra2on and A5endance

in 2015

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Demand Gen Report: @DG_Report ON24, Inc.: @ON24

Mark Bornstein: @4markb

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About Demand Gen Report

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Panelists MODERATOR: Kim Zimmerman Senior Managing Editor, Demand Gen Report

Mark Bornstein VP, Corporate MarkeNng��ON24, Inc.

How to Drive Webinar Registration and Attendance in 2015 Mark Bornstein Vice President, Corporate Marketing ON24

6 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.


Biggest Webinar Challenge?

Results: ON24 Benchmarks Webinar Poll

Driving Registration: #1 ranked challenge to delivering successful webinars


Challenges to Driving Webinar Registration & Attendance

Schedules often don’t include free hours during the middle of the day…


Challenges to Driving Webinar Registration & Attendance

Catching your prospects at a moment of receptivity


•  Open rates are unreliable source of information•  Click rates continue to fall•  Your prospects are flooded with promo emails•  Many companies are buying from same contact list

vendors•  Open viewing time between 8-20 Seconds

The Email Marketing Dilemma

Optimizing Email Promotions



Webinar Promotion and Registration Benchmarks


Promotion and Registration Benchmarks

Previous Year:


Effective Webinar Titles: Address Problems/Pain-points

“10 Common Webinar Mistakes”

“7 Keys to Successful Webinars”

“Benchmarking your Demand Generation Programs”

“5 Best Practices for Virtual Product Launches”

“Building your social media footprint”

“How to Optimize Content Delivery”

“How to Drive Webinar Registration”


Great Subject lines have the following qualities:•  Disruptive, upset the status quo•  Address a specific pain-point or need•  Promise change•  Tease or titillate •  Short and concise •  Read well, phonetically interesting•  Feel personal

Creating Effective Subject Lines


Anatomy of an Email

Clear Title, Strong Graphic

The first line must grab

Clear “Register Now” Button

Short and to-the-point

Use bullets, tease content

Show value of attending


Promote from Different Angle


Consistent Creative Across all Communications


•  Leverage previous campaign responders to create custom emails based on prior activity

•  Create logical progressions from one piece of content to the next

•  Use campaign data to determine best opportunities–  Marketing Automation–  CRM–  Webinar Analytics

•  Plain text email more effective for active campaign responders

•  Integrate webinar offers into nurturing campaigns

Personalization Increases Registration

Promoting with Social Media



Using Social Media to Promote Webinars

• Get creative

• Entice

• Use social language

• Use hashtags

• Shorten links

• Hint at content

Tweet #1


Using Social Media to Promote Webinars

Tweet #2

• Mix up the message

• Try different times

• Broaden appeal


Integrating Social Media Applications

•  Integrate Social Media Applications onto confirmation pages

•  Promote event hashtags

•  Enable registrants to put webinar on their business calendar

Optimize for Audience Attendance



Webinar Attendance Benchmarks

Previous Year:


Webinar Attendance Benchmarks

Key: Avoid rush hour on west coast, lunch on east coast


•  Try promo email subject lines that offer change of the status quo•  When crafting promo emails, one line is more important than 3

paragraphs•  Try different subject lines and email types•  Leverage history with previous campaign responders•  When promoting on social media, mix up times and messages•  Ensure that you have consistent creative through all promo

communications•  Hold Webinars at the most convenient times and days for your

target audience

Summary

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Q & A // Panelists

Mark Bornstein VP, Corporate MarkeNng��ON24, Inc.

MODERATOR: Kim Zimmerman Senior Managing Editor, Demand Gen Report

@4markb

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Transcript of How To Drive Webinar Registration And Attendance In 2015