By now, we both know that webinars are imperative for communicating with our prospective leads, customers, and stakeholders. A decade ago, we weren’t able to create such interactive and engaging live and on-demand webinar events that are relevant during the entire buyer’s journey. We now have tracking metrics and are able to measure our webinar performance to see we are increasing our ROI. As far as technology has come, one thing that hasn’t changed is that once the live date of a webinar event passes, no one seems to remember the webinar.
It simply fades away.
Previously, we noted that 23% of prospective leads will sign up for a webinar 2+ weeks prior to the live event. We also found in our Benchmarks Report that 25% of webinar attendees will register the day of the live event. This does not mean to only promote the day of the webinar, but only to expect most of your attendees showing up near the end of the promotion cycle.
In 2017, we found that 61% of webinar attendees watched a live event, but 33% of all webinar attendees preferred to watch the on-demand version. These are prospects who may not have been able to attend the live event but value your content enough to consume it at their own leisure.
This is important as there is a whole target audience filled with MQL’s who want to learn more about you and your solution to their problems.
1. Never Stop Promoting.
The 2+ week promotion cycle we discussed should not stop with the live event. The on-demand webinar can bring in traffic for weeks after the live event ends. But only if you constantly promote it.
Use a staggered method to promote your on-demand webinar events in order to gain new webinar attendees. This can be accomplished by altering the message to target numerous new audiences. Think about your evergreen promotions. Is your webinar topic relevant to any promotions that you are currently running? You can also pause an on-demand webinar if promoting it is not feasible at the moment, only to bring it back sometime in the future. Armed with a new message, you will be able to attract a new target audience.
Repurpose your on-demand webinars by taking snackable bits and transforming them into evergreen content. You can embed them onto your website or even in your emails as a way to educate your prospects as to who you are.
2. One Portal. Infinite On-Demand Webinar Content.
This goes back to the Netflix effect. Giving your prospects access to your content in one location.
By amassing all your webinars into one hub, or portal, you are giving your viewership the ability to binge your content.
Most webinar portals will give you the ability to embed your content straight into blogs. Take it one step further with our Multimedia Hub.
Syndicate all of your marketing assets such as:
- Webinar content
- Marketing videos
- Lead magnets & white papers
All into one content library so your viewers can search, share, and easily consume your content. You can also publish your content directly on social media in order to increase your brand awareness.
3. Go Beyond The Webinar Platform.
Do not feel constrained to your webinar platform when hosting your on-demand content.
Make your webinar content easily accessible by leveraging other video platforms like Youtube, SlideShare, Vimeo, Muvi, and more. Simply by making your on-demand content more readily available, you will be able to reach new viewers who are interested in hearing what you have to say.
You can publish a full ungated event on its own, or do what we did and break them into smaller videos across a playlist. This particular series focuses on The Art of Storytelling with Ron Tite.
Experiment with your content. See if snackable bits work for you, or try working with longer but in-depth videos in order to capture a new audience.
4. Leverage Webinar Metrics To Gain New Viewers.
Webinar attendees in 2017 are spending more time watching webinar events as opposed to 2 years ago. More specifically, they are watching up to 42 minutes of content this past year. That is up from the 29 minutes they spent consuming webinar content back in 2015. Now that you have their attention, do not squander it!
Webinars now come equipped with interactive and engaging tools like:
- Q&A discussion room
- Social media
These insights allow you to understand what your webinar attendees are interested in. Use this information to promote your on-demand webinar.
Take your real-time data from your surveys and polls, create an infographic for it, and start promoting it in your emails and social media.
Qualitative results are enticing to new prospects and will generate interest in your service.
If you have made it this far, I’ll let you in on a bonus method.
Suppose you have a webinar timeline ready for the next 6 months. Why not promote your on-demand webinar content during your next live event?
Think of it as a follow-up for your webinar attendees.
Follow these 5 tips to increase the value of your webinar events even after the initial live date. You will also be able to increase your viewership and reach new audiences by promoting your on-demand webinars.
As you plan your next webinars and evaluate the effectiveness of the program, use our 2018 Benchmarks Report as a guide to help you create, promote, and deliver successful events.
Download our Benchmarks Report here.
We’ve brought back our popular podcast series, Lessons From The Frontline. Check out our latest episode if you are interested in Professional Development in the Finance industry.
Stay tuned for more updates on how to leverage your webinars to convert viewers into buyers.