In the last few years, the marketing world has seen a massive growth in the use of webinars and other online events for lead generation.
Online events are increasingly being opted foras a more cost effective and engaging method of reaching global audiences; 77% of Marketing managers use webinars as a lead generation tool.
Despite revenue growth, many Marketers find they are still working with a strict budget to achieve their goals. In addition, the pressure to prove the success of marketing content is higher than ever.
Success will mean different things to different people. Some of these will be measurable, and some will not. Below are some of the key goals companies will look to achieve from their online events:
1. Lead Generation
It is important to understand how many people have registered for your webinar. If you track your email invitations you should be able to find out how many clicked on the registration link. If you analyze this information you can improve your registration experience.
If click through is high but registration is low, it would suggest one of two things. Firstly, the registration page may not be “attractive” enough, is it a long winded registration? Is it fully branded, making it look like an extension of your website?
Secondly, perhaps the message on your email or other promotional material doesn’t match the message on your registration page. In the initial stages of promotion it is important that all aspects marry up and push the same message.
Actual attendance partners up with number of registrants quite well and it gives a nice opportunity for comparison. Clearly these people care about the content you have promoted and want to view this in real time. If the conversion is low, you may need to tweak the process used after registration.
Obviously these figures can be looked at for the on-demand event also. In this case your attendees may outnumber your registrations due to those registered for the live event attending on-demand.
2. Customer Engagement
Knowing how many people attended your webinar is important, however perhaps more interesting is how engaged your attendees are. We have a blogpost that looks at the interactions available via the WorkCast platform.
Using the reporting from your webinar you can look into much more detail than simply how many attended. You can break it down further into how long the average attendance was or where the biggest drop off occurred.
Looking into more detail you can segment your audience, so which industry was most well represented and was this expected? Does a certain segment ask more questions than the others?
If you produce a large number of events it may be worth looking at these in specific categories. It may be that a very specific category will get lower attendendance based on the content and how specialist this is. So using this in your overall analysis may drag down the average figures across the board.
3. Increased Brand Awareness
You will most likely be using social media as a part of your webinar promotion. When you add a link to your registration page onto a social media platform, add a referrer link at the end. This way you can tell where most of you registrations are coming from.
Additionally you can measure how many shares, likes and retweets you get across social media.
In addition to this you can run thought leadership webinars as a way to strengthen your brand. These can be done in with partners to maximise exposures. This should result in increased registrations and attendees. You could even run this as a series, where registrants can register for individual events or the whole series.
4. Efficient Communication
Online events offer companies a great way to communicate with their audience, but without the overheads typically associated with such wide ranging communication.
Looking internally if an organisation wants to do a company update, they can communicate with all of their offices worldwide through online events.
For external events you have a “global reach”, your message can be delivered to people all across the world. This gives you much larger coverage for the information you are presenting.
It is always worth checking the range of countries that have been represented in your registration list. This will really bring home the reach that an online event can have.
5. An Asset for the future
Once your live event has finished, the process doesn’t end there. You have a recorded asset that you can use going forward.
At WorkCast we will provide you a full on-demand page for audiences to enjoy the content that was presented live from start to finish.
Additionally you will have a media file that you can use in any way you wish. Be this sharing via social media, hosting on your website or any other outlet.
If you have the capabilities this media can be edited and used in promotional content going forward, it is always worth getting the most you can out of your content.
Post webinar actions
All webinars that you run should have a call to action (CTA). This can be request for more information or asking for a quote. You can potentially provide multiple CTA’s via a poll or survey question. Following the webinar you can measure how many people have followed up on this CTA.
You can push these CTA’s via the on-demand event and any post event communications you send out. Always measure which CTA’s provide the best response, long term.
By Andrew Pert
Andrew Pert has been an Event manager at WorkCast for the past three years and has managed events for organisations such as Elsevier, GfK and Separation Science. Before starting at WorkCast, Andrew worked in CRM and Business Development for a Market Research Company, following which he graduated with a BA (Hons) in Business with Marketing. In his free time Andrew is a keen amateur dancer in Modern Jive and this year ran a charity Monopoly Tournament.