9 Tactics to Drive Exceptional Webinar Attendance

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Webinar I did for Demandbase on driving webinar attendance.

Webinar I did for Demandbase on driving webinar attendance.

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  • 1. 9 Tactics to DriveExceptional WebinarAttendance Craig Rosenberg @funnelholic www.funnelholic.com #marketingsummit @Funnelholic
  • 2. Email, email, email #marketingsummit @Funnelholic
  • 3. So, lets look at the numbers Email sent 12500000 Emails opened 276250 Click-through rate 21271 Registrations 319 Attendees (50%) 160 #marketingsummit @Funnelholic
  • 4. Content is king and queen #marketingsummit @Funnelholic
  • 5. No one wants to hear you talk about yourself Translation: Learn ALL about me. IT will be awesome. We will spend the whole time discussing me and how I might be able to sell you something. It will be incredible Via @HJSewell #marketingsummit @Funnelholic
  • 6. Valuable, helpful content wins Side Note: Picture of Presenter Valuable and helpful Role-Focused topic #marketingsummit @Funnelholic
  • 7. Star Power 101 Rotten Tomatoes $261,930,436 6 Oscars 9 Oscar Nominations $49,230,772 #marketingsummit @Funnelholic
  • 8. Star power in b2b: Thought leaders #marketingsummit @Funnelholic
  • 9. The power of one (times 3) 4 Thought Leaders = Over 20,000 Followers #marketingsummit @Funnelholic
  • 10. Get them working for you in social Works for both regs and attendees #marketingsummit @Funnelholic
  • 11. Have them write content Helpful, remarkable Tweet-orama! content that helps drive promotion #marketingsummit @Funnelholic
  • 12. Think television network #marketingsummit @Funnelholic
  • 13. Build following with “same time, same channel” philosophy Branded Content Works The host becomes a startPromo Copy: “Game-changing technologies are transformational, exciting and Focused on Role notdisruptive for a reason. They shake up your status quo. They get you thinking about technologynew ways to scale, compete and grow. They move you in amazing new directions.If you’re not already having a weekly breakfast with game-changers, join us forvaluable food for thought, inspiration and information. Learn how you can becomethe savvy innovator who takes your company across the finish line as you look ahead Consistent and constantto the next breakthrough strategy. Coffee Break with Game-Changers, Presented bySAP, is broadcast live every Wednesday at 8 AM Pacific Time and 11 AM EasternTime” #marketingsummit @Funnelholic
  • 14. The mobility factor #marketingsummit @Funnelholic
  • 15. Five facts about mobile I didn’t know until 2 weeks ago1. Last year’s mobile data traffic was eight times the size of the entire global Internet in 2000.2. Mobile video traffic exceeded 50 percent of all video traffic for the first time in 2011.3. By the end of 2012, the number of mobile-connected devices will exceed the number of people on earth, and by 2016 there will be 1.4 mobile devices per capita.4. Nine in 10 young adults spend between one and five hours on their mobile devices daily.5. 91% of mobile workers use a smartphone for work. Support mobile from email to landing page #marketingsummit @Funnelholic
  • 16. Mobile email best practices 1. Many mobile email readers are triaging their inbox, deciding whether they want to read your email now, later, or never. 2. Use a clear email subject line and recognizable name in the sender field to ensure you dont get deleted. 3. Then do your best to create a pleasant mobile reading experience by offering both plan text and HTML versions of your email, 4. Use very descriptive alt text in case your images dont display All of this has been completely lifted from these two blog posts: 5. Keep message brief. •http://blog.hubspot.com/blog/tabid/6307/bid/29362/6-Ways-B2B-Marketers- Should-Optimize-for-Mobile-Browsing.aspx#ixzz21nhpmZFR •http://b2bdigital.net/2012/05/09/10-things-you-need-to-know-about-b2b- mobile-marketing/ #marketingsummit @Funnelholic
  • 17. Three things I love about this landing page Video Promo 2 Fields in registration Thought Leader star-Prominent Social Sharing form power #marketingsummit @Funnelholic
  • 18. Conversion – Please stop doing long reg forms #marketingsummit @Funnelholic
  • 19. New thoughts in reg page design…. powered by #marketingsummit @Funnelholic
  • 20. I’m busy, remind me. Via @noyes_jesse http://blog.eloqua.com/reminders-boost- webinar-attendance/ #marketingsummit @Funnelholic
  • 21. Standard Reminder Format Email: 24 hour reminder, a 1 to 2 hour reminder, and a 15 minute reminder. #marketingsummit @Funnelholic
  • 22. Voicemail Reminders (Thank you) Via @andrewspoeth http://blog.marketo.com/blog/2011/04/5- ways-to-increase-webinar-attendance.html #marketingsummit @Funnelholic
  • 23. SMS Text Reminders Excellent Idea #marketingsummit @Funnelholic
  • 24. Thought leaders and social drive attendance too Have thought leaders get people pumped on the event Get the hashtag working immediately to build momentum #marketingsummit @Funnelholic
  • 25. Have a content plan to drive attendance Do blog posts leading up to the event Release data leading up to the event #marketingsummit @Funnelholic
  • 26. Create once, publish many One Idea = • 1 Ebook • 12 white papers • 3 events • 25 blog posts #marketingsummit @Funnelholic
  • 27. Do giveaways work? Thx to @wittlake #marketingsummit @Funnelholic
  • 28. Take-aways1. Webinars ARE a key component to the content marketing revolution2. Email still rules, but there are some things that drive more registrations and attendees3. I wish I had all the answers, but darn it some things need to be tested #marketingsummit @Funnelholic