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The 84% You're Missing: Rethinking Your On-Demand Webinar Strategy

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Think about the other side of a webinar - not the email blasts or follow-up calls. We’re talking about the recording. How are you using it to supplement all the effort you put into the live event? A …

Think about the other side of a webinar - not the email blasts or follow-up calls. We’re talking about the recording. How are you using it to supplement all the effort you put into the live event? A recent survey of over 400 B2B consumers found that only 16% prefer to watch a webinar live. If you have no on-demand strategy in place you might be missing the biggest trend in lead generation from webinars: the 84% of people who don’t attend the live event.

Great webinars take a ton of time and effort to produce, so the process shouldn't stop there. Don’t let the largest portion of your leads slip through the cracks – catch them on the other side of the webinar.

Watch the webinar at: https://www.youtube.com/watch?v=eLFFH0wZnhk
https://www.youtube.com/watch?v=IQjKVvE0S8A
https://www.youtube.com/watch?v=h1aK9JbiwXY

Published in: Marketing

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  • I like the purple
    Do you think we should add Vidyard’s logo to this too?
  • Great graphic!
    I highlighted the text in green
    I made ‘2014 Statistic’ and “Source..’ a little smaller
  • Added ‘# of’
    I deleted the ‘Overall Average…’
  • Changed ‘But wait’ a bit
    Formatted the copy
  • What are all these registrants, or leads, doing?
    these people that are waiting for the recording – will they actually watch it? Maybe. It probably depends on how much time they have – so they may not be watching all of it. And I’m going to dive into some of these best practices in a minute on how to format that content so it’s digestible but I want to take a quick look at the cost side of things which is usually what it all boils down to for a marketer – ROI.

    SO – so what does it matter if these people do or don’t attend my webinar…
  • Can you remove ‘What are those leads doing?’
  • Can you remove ‘What are those leads doing?’
  • This slide looks really good!
  • Can you make a separate slide for ‘What is the cost of a webinar lead?’ with the money image?
    I made the text a little larger, but you may be able to make it even bigger when you remove the ‘What is the cost…’
  • Can you make a separate slide for ‘What is the cost of a webinar lead?’ with the money image?
    I made the text a little larger, but you may be able to make it even bigger when you remove the ‘What is the cost…’
  • I made ‘Webinar attendee..’ a bit bigger
  • I love what you did with the recycling theme.

    Did some reformatting
  • Reformatted ‘Press Record’
    Made all the ‘Tip #’s smaller
  • Deleted ‘in that webinar.’ Do you think that’s ok?
    Made font larger
  • So creative!
    Changed poll color
    Can you flip the chart so it reads horizonally?
  • Added ‘Repurpose’
    Changed a few other things
  • Changed heading to ‘Embed Your Recordings’
  • Transcript

    • 1. 1 The 84% You’re Missing: Rethinkingyouron-demandwebinarstrategy
    • 2. 2 62% of all B2B marketers now use webinars. Source: Content Marketing Institute
    • 3. 3 Average # of Webinar Registrants: 300-500
    • 4. 4 Typically 84% of registrants don’t care if they see the live event! But wait…
    • 5. 5 What are those leads doing? Watching the recording?
    • 6. 6 Maybe.
    • 7. 7 But probably not all of it.
    • 8. 8 So… Let’s break down the cost Technology ($417) + Equipment ($583) + Promo costs ($2750) + Staffing Expenses ($200) $3,950= 1. 2. 3. 4.
    • 9. 9 Avg. Registration: 260 Avg. Attendance Rate: 38% = 98 attendees 30% turn into qualified leads = 29 Quick Facts
    • 10. 10 Cost of a webinar ÷ qualified leads = Cost of a qualified webinar lead What is the cost of a webinar lead?
    • 11. 11 $3950 / 29 = $136 Webinar attendee CPL What is the cost of a webinar lead? $3950 / 69 = $52 Webinar registrant/recording CPL
    • 12. 12
    • 13. 13 What should my recordings look like?
    • 14. 14 Quick Reminder *Yes people forget… PRESS RECORD!
    • 15. 15 Relevant Context Do NOT reference PAST or FUTURE info
    • 16. 16 Engage All Viewers Use a poll Engaged To keep The audience
    • 17. 17 Create a webinar within a webinar. Create Sections
    • 18. 18 Repurpose Cut 1 webinar into smaller webinars
    • 19. 19 Embed Your Recordings These tools allow you to embed your recording on different web pages.
    • 20. 20 BOSTON, MA | AUGUST 19-22, 2013 Click here to learn more: ReadyTalk Resources