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7 Ways To Enhance Webinar Promo3ons
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Panelists MODERATOR: Kim Zimmermann Sr. Managing Editor, Demand Gen Report
Mark Bornstein Vice-‐President, Corporate MarkeJng ON24
@4markb
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7 Ways to Enhance Your Webinar Promotions in 2016 Mark Bornstein VP of Content Marketing ON24
7 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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8 | ©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
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9 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Challenges to Driving Webinar Registration & Attendance
Schedules often don’t include free hours during the middle of the day…
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10 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Challenges to Driving Webinar Registration & Attendance
Catching your prospects at a moment of receptivity
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11 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
• 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
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7 Ways to Enhance Your Webinar Promotions
12 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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#1: One Line, One Chance
13 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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14 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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”
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15 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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
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16 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Subject line examples
Subject Line #1: (The Compelling Question)Is anyone paying attention to your emails?
Subject Line #2: (The Webinar Title)Webinar: 7 Ways to Enhance your Webinar Promotions
Subject Line # 3: (The Bottom Line Benefit)This email will increase your webinar success
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#2: Get Your Body in Shape
17 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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18 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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
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19 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Optimize for Mobile Viewing
Smart Insights 2014
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20 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Try Losing the Sidebar
Emails without a sidebar have a 4% higher click through.
Spiceworks Study 2014
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21 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
If you are promoting your speakers….
Update your speaker photos
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#3: Promote from Different Angles
22 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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23 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
HTML
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24 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Plain Text Email
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#4: Get Personal
25 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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26 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
• 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
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27 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Personalization Based on Previous Behavior
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#5: Get Social
28 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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29 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Using Social Media to Promote Webinars
• Get creative
• Entice
• Use social language
• Use hashtags
• Shorten links
• Hint at content
Tweet #1
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30 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Using Social Media to Promote Webinars
Tweet #2
• Mix up the message
• Try different times
• Broaden appeal
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31 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Integrating Social Media Applications
• Integrate Social Media Applications onto confirmation pages
• Promote event hashtags
• Enable registrants to put webinar on their business calendar
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#6: The last day is the best day
32 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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33 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Webinar Promotion and Registration Benchmarks
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34 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Email 1: HTML Subject Line AEmail 1: HTML Subject Line BDropped1-2 weeks before event44% of Total Registration
Email 2: HMTL Plain TextSplit into two runs (day before and day of event)26% of Total Registration
Email 3: HTML Plain Text (Previous Campaign Responder email)Dropped day before event21% of Total Registration
Registrations from other (website, social, sales referral): 9%
Anatomy of this webinar
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#7: Consistent Creative
35 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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36 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Consistent Creative Across all Communications
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37 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Keys to driving webinar registration:• Try promo email subject lines that offer change of the status quo• When crafting promo emails, one line is more important than 3
paragraphs• Optimize emails for mobile viewing• Try different subject lines and email types• Leverage history with previous campaign responders• When promoting on social media, mix up times and messages• The day of the event is the best time to drop promo emails• Ensure that you have consistent creative through all promo
communications
Summary
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38 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Take Your Webinar Skills To The Next Level
www.WebinarAcademy.com
Join the Webinar Academy LinkedIn Group: http://linkd.in/17g8YQC
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#SPS2015
Q&A \\ Panelists MODERATOR: Kim Zimmermann Sr. Managing Editor, Demand Gen Report
Mark Bornstein Vice-‐President, Corporate MarkeJng ON24
@4markb
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#SPS2015
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