• Three Benchmarks for Driving Webinar Registrations

    How do you make your webinars stand out when everyone is doing them? If this question leaves you scratching your head, then you’re not alone.

    Many B2B marketers are struggling to reach optimal webinar registration numbers. With some best practices from BtoB’s “Annual Webinar Benchmarks Report,” you can make your webinar a must attend.

    1. Use the right tools

    According to the report, the four most effective tools (in order) for driving registration are informational emails, website promotion, emails from sales and third-party endorsement. Together, these four tools contribute to about 80 percent of leads.

    Interestingly, the report found that social media was not as effective in driving registration. This is not to suggest that you should ignore social media when promoting your webinar, but if you have limited time or resources to invest, you shouldn’t focus all of your effort on Twitter, Facebook or LinkedIn.

    2. Choose the right timing

    You want to start your webinar promotion more than one week in advance, but anything outside of two weeks is too far out. The report found that 36 percent register one week before the webinar and 64 percent register the week of the webinar – 21 percent of which register the day of.

    If you start you webinar promotion 10 days in advance, you can hit your email list three times without overwhelming the inboxes of your clients and prospects. Which brings us to the third benchmark…

    3. Send the right emails

    The report found that some days are better for sending emails than others, with the optimal days for promotional emails being Tuesday and Wednesday. When sending multiple promotional emails for the same webinar, it is a recommended best practice to vary the content and try promoting from different angles.

    For example, send one design email from the company with an overview of the webinar; one personalized, text-only email from the presenter; and one final reminder email the day of the webinar with only the need-to-know information. We’ve tried a similar approach at Arketi and have seen great results!

    While nothing can save a webinar with poor content, these benchmarks and best practices for driving registration will get people signing up. Then all you have to do is keep them there with an engaging, informative presentation.

    Ashley Biondich is Account Coordinator at Arketi Group, an integrated marketing consultancy that helps business-to-business organizations generate revenue and accelerate growth through intelligent strategy, branding, marketing and public relations. To view all company blogs go to Arketi Group blog site.

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