driving webinar registration and attendance | on24

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Biggest Webinar Challenges: Poll results!

Results: ON24 Benchmarks Webinar Poll!

Driving Registration: #1 ranked challenge to delivering successful webinars!

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Challenges to Driving Webinar Registration & Attendance !

There are a LOT of webinars to choose from. Most run on same day, at same time…!

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Challenges to Driving Webinar Registration & Attendance !

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

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Challenges to Driving Webinar Registration & Attendance !

Catching your prospects at a moment of receptivity!

Webinar Registration Benchmarks!

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ON24 Benchmarks Report: Methodology!

•  ON24 supports over 23,000+ Webinars annually!

•  Study of 2300+ Webinars!•  Cross section of 500

companies !•  Companies in study range

from SMB-Enterprise!•  Across all verticals!•  Data drawn from webinars

delivered between January-December 2012!

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Webinar Benchmarks: Driving Registration!

80% of leads delivered from:!1.  Email!2.  Website!3.  Emails from Sales!4.  Third Party !

Most Effective Tools for Driving Registration!

20% of leads:!1.   Partner Promotions!2.   Banner Ads!3.   SEM!4.   Social Media!

80%!

20%!

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Webinar Benchmarks: Driving Registration!

Start Early and Finish Strong!

64%!Register the week of live webinar!

36%!Register over one week before webinar!

64%!

36%!

7+ Days! 2 to 7 Days!

Day Before!

Day of Event!

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Webinar Benchmarks: Driving Registration!

Days of the Week with Most Registrants:!

Optimal Days: Tuesday & Wednesday!

Best Days to Send Promotional Emails!

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Webinar Benchmarks: Driving Registration!

Best Times to Schedule Your Webinars!

Webinars by Time of Day-Top 5!

Key Finding: Schedule Webinars to accommodate both coasts, to increase registration and attendance!

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Webinar Benchmarks: Driving Registration!

Registrant to Attendee Conversion!

Driving Registration & Attendance Best practices !

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Promoting Your Webinars!

Online ads

Website

Emails

Sales

SEM

Other Webcasts

Driving Registration

Social Media

for driving Registration!

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Compelling promotional copy can mean the difference between registrants and blank stares!

Promoting Your Webinars!

• Keep it short!• Strong opener!• Use bullets to highlight content!• Don’t be pitchy!• Focus on value proposition!• Don’t overpromise!• Make sure you are speaking to the right audience, with the right language!• Professional look & feel!• Don’t gate for too much data!

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Promoting Your Webinars!

Promote from Different Angles!Email 1: 7 days in advance ! Email 2: Day before webinar!

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Promoting Your Webinars!

Embed links to social media on your landing pages. This allows registrants to share the event with their peers. !

Enable registrants to add your webinar to their business calendar. This increases attendance rates dramatically. !

More Effective Landing Pages!

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Increasing Attendance!

Reminder Emails:!• Increase Attendance!• Allow Social Sharing!• Integrate Calendar!!

Webinar On-Demand Strategy!

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Importance of On-demand!

Registrant to Attendee Conversion: LIVE DATE!

Registrants that attend on-demand:!

*2013 ON24 Webinar Benchmarks Report!

Archiving Your Webinar: 1st Steps!

•  Webinars should be available on-demand within 48 hours of your live event!

•  On-demand notification/link sent to ALL registrants (attend or non-attend)!

•  All interactive tools remain active: Polls, Q&A, Surveys, Social Media!

•  Host link to archived webinar on website!

•  Send link to on-demand webinar to sales and marketing teams (with brief description)!

Build Webinar Channels!

•  Create Webinar Channels on your website!

•  Central locations for all archived webinars!

•  Single sign-up to view all webinars!

•  Enables easy searching for content!

•  Promotional Copy & Date!

Syndicate Webinar Channels!

Forums!

Social Media!

Blog Sites!

Webcast Channel !

Capture new audiences by publishing your channels to partner sites, blogs, etc.!

Don’t Stop Promoting!

•  Continue to promote your archived events!

•  Utilize your marketing mix!•  Secondary tools take on

new importance!•  Campaign Tracking!•  Stagger promotions to

avoid over-saturating !

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Use “staggered” approach to promoting on demand content!

April!Webinar A!

May: Webinar B!

July: Webinar C!

September: Webinar A!

• Avoid over-promotion!• Stagger messaging!• Avoid competing with other promotions!

Let business relevance dictate your on-demand strategy & promotions!

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Use Results of Live Webinar to Promote On-Demand!

Leverage Results of:!• Polls!• Surveys!• Q&A!• Speaker Comments!

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•  Leverage full marketing mix!•  Promote from different angles!•  Build intelligent landing pages & reminder emails!•  Leverage social media to share your events!•  Have an on-demand strategy to increase registration!•  Don’t stop promoting archived webinars!•  Stagger on-demand promotions!•  Leverage results of live webinar to promote on-demand!

Summary: !

Thank Youwww.ON24.com!

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