How to Maximize Webinar Attendance and Engagement | 5 Strategies

Live webinars are a powerful lead generation and engagement
tool. Successful webinars drive revenue and establish your
organization as a thought leader in its space. However, maximizing
webinar attendance takes effort. Nothing is more disheartening than
spending time and advertising money promoting your webinar—only
to have a handful of folks attend.

Many best practices focus on maximizing registrations, but
webinar attendance is what matters most. When prospects attend your
webinars, you have the opportunity to engage in real-time and build
the relationship. This can be an invaluable milestone in the
buyer’s journey. But, we all know our work inboxes get bombarded
by webinar invitations each day. And if you manage to beat the
competition, how do you convince the busy executive that barely has
time for lunch to attend? Luckily, we’ve got a few tips that will
help:

Offer High-Value, Actionable Content

A successful webinar starts with a strong webinar topic. No one
wants to sit through a commercial for your product. With all the
webinar invitations your prospects receive, you must ensure your
topic is relevant to your audience and stands out from the rest.
Take a look at your
website analytics
and other metrics to find topics that
generate interest and more importantly, leads. Choose a topic that
is aligned with your content strategy and addresses a pain point
for your prospects. Choose a speaker that is credible, personable,
and prepared to field questions about the topic.

Keep It Brief

Ideally, your webinar duration will be around half an hour.
Limit the webinar to an absolute maximum of 45 minutes. Committing
to an hour is simply too long for most people these days. Be sure
to leave time at the end for a live Q&A.

Remind, Remind, and Remind Again

Ensure you have a
thoughtful email cadence
in place prior to delivering your
first invitation. Send at least 3 reminders to people who register
– we recommend 1 week before, 1 day before and 8 am on the day of
the webinar. This can be automated using your marketing automation
platform or webinar platform.

Offer a Small ‘Thank You’ Gift to the Attendees

  • Promote
    the reward
    visually in all invitation emails, reminder emails
    and the registration landing page.
  • Remind attendees about the ‘thank you’ gift at the
    beginning of the webinar as part of the housekeeping notes. Mention
    that they need to attend the full session in order to ensure the
    platform captures their webinar attendance correctly.
  • Send the reward to attendees soon after the webinar. Take
    advantage of your marketing automation tool’s integration with
    your webinar platform and rewards platform to do this quickly and
    easily.
  • Customize the reward email with follow-up content and a call to
    action. It will be your best-performing email so use this
    opportunity to drive engagement.

Encourage Feedback

Perhaps attendees already joined your webinar without the use of
a gift. Great! There is still an opportunity to sweeten the
follow-up. Drive additional engagement and further qualification at
the end of the webinar by asking attendees to complete a survey on
their experience. Deliver a ‘thank you’ gift for attending the
webinar and sharing their thoughts. The customer feedback will
facilitate sales rep follow-ups and product enhancements. And of
course, it will help you ensure your next webinar is even better
than the last!

Webinar attendance is important to building relationships with
your prospects. However, all is not lost if you do not get as many
attendees as expected. Not everyone will attend your webinar but
even the no-shows may end up as customers. Be sure to share the
recording with all who registered, and continue to use it as a
valuable piece of content in your marketing arsenal. Webinar
recordings can serve as an
evergreen lead generation asset
. Record your webinar, promote
the recording, and extend the lifespan of your content.

The post
How to Maximize Webinar Attendance and Engagement | 5
Strategies
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How to Maximize Webinar Attendance and Engagement | 5 Strategies