Ways to Drive Higher Webinar Attendance with . BrightTALK TM

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1 9 Ways to Drive Higher Webinar Attendance with

2 Despite the growing popularity of social media and other promotional channels, continues to be the leading driver of webinar registrations, representing 35% of all sign ups more than social media, partner promotions, and banners combined. From subject lines to images to copy, the overall design and content of your plays an important role in the success of your promotions. Well-constructed promotional messages help drive more qualified attendees to your events and increase your webinar ROI. How do you craft an that successfully converts readers into webinar attendees? It starts (and ends) with the content. This brief will cover what it takes to craft and optimize highly effective promotions, including actionable tips and best practices on developing and measuring your promotional messages to drive maximum registration and attendance.

3 Section l: Crafting promotional s 1 Subject line A subject line is the first opportunity for your potential audience to evaluate the content of your webinar before any visual clues are provided. Carefully choose one that captures their attention and communicates the value of opening the . 5 of people open an based on the subject line alone (Convince Convert). hile a shorter subject line is generally recommended, it can also be effective to split your subject line into strong individual pieces. For example, Moving to the Cloud: hy These 5 Companies Took the Plunge, is longer than the recommended 0 characters but still easy to read because of its separate pieces. However, it s important to keep in mind that using shorter subject lines ensures that they will be seen in their entirety in the viewer s inbox, especially on mobile devices. rightta TM

4 Interested in testing a new subject line? Try one of these ideas: Including a well-known speaker s name in the subject line can increase open and click-through rates. Some presenters have built a personal brand around delivering excellent webinars, so take advantage of the celebrity status if your speaker has it. Front-loading subject lines with keywords has proven effective in capturing audience interest. For example, Cloud Services: Planning, Changing, and Running Your Portfolio performs better than Planning, Changing, and Running Your Portfolio of Cloud Services. By framing your subject line in the form of a question, you can leverage basic psychology tactics and earn higher open rates by piquing the reader s curiosity and getting them interested in the value your content offers. Creating a sense of urgency is a tactic that can be used in some (not all) s to boost open rates by making your message appear time-sensitive and important. In fact, s with the word tomorrow in the subject line were opened 10% more than those without (Sidekick).

5 2 Sender People trust other people more than they trust businesses. This can present a challenge for B2B marketers. To combat this, try experimenting with the from field of your promotional s to make them come from a person on your marketing team (either their full name or their first name at your company).

6 In a study by Newsweaver: Account manager Company A B2B newsletter, with the same subject line, was sent to an A/B split of the customer list. Half received the from their account manager and the other half received it from the company. 62% Open rate 24% Click-through rate 21% Open rate 3% Click-through rate Make sure you use a valid address rather than a no-reply, in case your audience has any questions about the content or wants to provide feedback. If you d prefer not to use your regular work address, you can set up another one on your company s domain and monitor the inbox after sends go out.

7 3 Images It s no secret: Visuals can transform dry, text-based s into attractive, attentiongrabbing experiences. In fact, colored visuals increase people s willingness to read a piece of content by 80% (Xerox). But not only do images enhance the look and feel of your , they also provide an easy way for your viewers to click through and register for your event. Readers have an affinity for clicking on images, so make sure to hyperlink all photos in your , including logos and social media icons. For the primary image in your , consider these two approaches: 1 2 Cover slide. The title slide from the presentation deck can work well in a promotional . However, the slide must be visually interesting and not overly text heavy, as text on images is often too small to read in s. Just make sure to leverage the same image at your webinar and on your landing page to keep the feel consistent. Presenter headshot. An image or GIF of the presenter(s) can boost conversion by adding a human element to your webinar. A short biography in the body of the that explains the credentials or expertise of the speaker can also increase clickthrough rates.

8 Certain clients require the user s permission before loading images, so make sure the successful communication of your message is not completely dependent on them. Include alternative text that conveys the same information as the image to ensure no essential information is lost if the image doesn t load. 2548

9 4 Copy Pay special attention to these three sections of your When writing copy, keep in mind the purpose of your to gain registrants. Keep it short and simple, as too many words can distract or overwhelm readers. Convince & Convert recommends using web-safe fonts including Arial, Times New Roman, and Verdana, and using a 14-pixel font size and a 22-pixel title size Title. Your webinar title is the single largest influencer of whether or not someone decides to register for your event. Shorter keyword-heavy titles and titles in the form of questions get more clicks. Emphasize the title by putting the text it in a different color and hyperlinking it to the registration page. Introduction. Personalizing an to the recipient by including his or her first name ( Hi James, ) works well with recipients who have previously engaged with your company. You can set this up through your marketing automation platform. Body. Clearly and briefly describe how the presentation will address a challenge the audience is experiencing. Focus on what the audience will gain from the presentation and answer the five main questions: what, when, where, why, and how. Highlight the 3-4 key takeaways to help the skimmers quickly find the important details.

10 5 Branding It s important to use consistent branding across all promotions, including registration confirmation and event follow-up s. Visually aligning s with your website or landing page creates a better user experience and can help develop brand recognition, especially as your audience comes to associate you with delivering valuable content. Similarly, make sure s and landing pages are consistent across mobile devices and clients. 67% of s are first opened on smartphones and tablets (Movable Ink).

11 6 Calls to action Every should feature one prominent call to action (CTA). Having a single attention-grabbing CTA, like a brightly colored button, ensures that recipients are clear about the purpose of the to register for your webinar. CTAs should contain an action verb and link directly to the registration page. Phrases like Attend, Register Now, Join Us, or Save Your Seat perform well.

12 Section ll: Optimizing promotional s 7 Targeting When planning the promotion for your events, it s important to understand the makeup of your database to ensure you only send invitations to those who would be interested in the specific content you are promoting.

13 For example, you wouldn t want to send a late-stage product demo to a person who has just learned about your company and hasn t demonstrated any immediate buying need. Make sure you re segmenting your lists and tagging your content according to: Buying stage Buyer persona Product/service (if you have more than one)

14 8 Timing Promotional s should be delivered at strategic times before and after the live event. When scheduling your sends, be cognizant of any upcoming holidays when engagement might be lower, when people are often rushing to get things done or overloaded with s.

15 While there are several types of templates you should have prepared, make sure you re at least sending these three key s for each webinar you run: Registration confirmation. You ve successfully gotten someone to register for your webinar. The next step is making sure they attend. Send a confirmation with the details of the event and a link to save it on their calendars to make it easy for them to join. Starting now. One of the most effective s to send is the live day reminder . People often register for a webinar in advance and forget about it. Sending this key 15 minutes before the live event boosts attendance significantly. BrightTALK data indicates that this has a 35-45% click-through rate and is responsible for nearly half of all live event viewings. Post-event. It s important to send a follow-up after the presentation as well. Not all registrants can attend live, and many rely on receiving a link to the recorded version afterward. Webinars will only receive 65.5% of their total viewership within the first 100 days after the event - making on-demand availability critical for continued lead generation and nurturing. Asking if the presentation will be on-demand is one of the most popular questions during a presentation. When scheduling your sends, consider when your target audience is most likely to be checking and willing to put time on their calendar to attend a webinar. BrightTALK data gathered from 50,000+ webinars on our platform indicated that you ll get the most registrations if you send your invitations early in the week.

16 9 Measuring Industry: Software and Web App Open 21.3% Click 2.4% Soft bounce 1.1% Hard bounce.9% Abuse.03% Unsubscribe.4% Source: MailChimp Marketing Benchmarks Accurately tracking analytics is critical to improving performance over time. There are endless metrics you could measure, but three of the most important are: Open rate. This metric shows how many recipients opened your . Reviewing open rate figures can also help indicate how clean your list is. If your open rate is especially low, it can likely be attributed to one of two factors: weak subject lines or bad addresses. Click-through rate. This percentage looks at the number of people who clicked on at least one link within the . Boosting CTR can be achieved by making changes to the copy, design, and/or calls to action. Bounce rate. This number indicates how many s you sent were not delivered, whether due to something like a bad address (hard bounce) or a full inbox (soft bounce). This metric can give an indication of how much your list needs to be cleaned. Regularly running A/B tests is also key to improving performance. Experiment with different subject lines, copy, and design to determine what works best for your audience.

17 Check out these examples to spark your creativity: Subject lines A: Are you busy on Thursday at 2 p.m.? B: I m hosting a webinar tomorrow. See you there! Copy A: Full abstract B: Bullet points, key takeaways, and/or statistics Calls to action A: Register now B: Save your spot

18 The importance of crafting an effective webinar promotional can t be overstated. These are the key pieces of communication that will convince audiences to interact with your content and your brand, building trust and establishing your company as a thought leader. By using these promotional methods, you can push more attendees to your webinars and grow your database to increase your revenue opportunity before and after your life event. To learn how BrightTALK can help you acquire your target audience and accelerate your pipeline success today, visit our marketing solutions page.

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