7 ways to enhance webinar promotions in 2016 - #sps2015

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7  Ways  To  Enhance  Webinar  Promo3ons  

In  2016  

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Panelists  MODERATOR:  Kim  Zimmermann  Sr.  Managing  Editor,  Demand  Gen  Report  

Mark  Bornstein  Vice-­‐President,  Corporate  MarkeJng  ON24  

@4markb  

7 Ways to Enhance Your Webinar Promotions in 2016 Mark Bornstein VP of Content Marketing ON24

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Biggest Webinar Challenge?

Results: ON24 Benchmarks Webinar Poll

Driving Registration: #1 ranked challenge to delivering successful webinars

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Challenges to Driving Webinar Registration & Attendance

Schedules often don’t include free hours during the middle of the day…

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Challenges to Driving Webinar Registration & Attendance

Catching your prospects at a moment of receptivity

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•  Open rates are unreliable source of information•  Click rates continue to fall•  Your prospects are flooded with promo emails•  Many companies are buying from same contact list

vendors•  Open viewing time between 8-20 Seconds

The Email Marketing Dilemma

7 Ways to Enhance Your Webinar Promotions

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#1: One Line, One Chance

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Effective Webinar Titles: Address Problems/Pain-points

“10 Common Webinar Mistakes”

“7 Keys to Successful Webinars”

“Benchmarking your Demand Generation Programs”

“5 Best Practices for Virtual Product Launches”

“Building your social media footprint”

“How to Optimize Content Delivery”

“How to Drive Webinar Registration”

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Great Subject lines have the following qualities:•  Disruptive, upset the status quo•  Address a specific pain-point or need•  Promise change•  Tease or titillate •  Short and concise •  Read well, phonetically interesting•  Feel personal

Creating Effective Subject Lines

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Subject line examples

Subject Line #1: (The Compelling Question)Is anyone paying attention to your emails?

Subject Line #2: (The Webinar Title)Webinar: 7 Ways to Enhance your Webinar Promotions

Subject Line # 3: (The Bottom Line Benefit)This email will increase your webinar success

#2: Get Your Body in Shape

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Anatomy of an Email

Clear Title, Strong Graphic

The first line must grab

Clear “Register Now” Button

Short and to-the-point

Use bullets, tease content

Show value of attending

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Optimize for Mobile Viewing

Smart Insights 2014

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Try Losing the Sidebar

Emails without a sidebar have a 4% higher click through.

Spiceworks Study 2014

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If you are promoting your speakers….

Update your speaker photos

#3: Promote from Different Angles

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HTML

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Plain Text Email

#4: Get Personal

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•  Leverage previous campaign responders to create custom emails based on prior activity

•  Create logical progressions from one piece of content to the next

•  Use campaign data to determine best opportunities–  Marketing Automation–  CRM–  Webinar Analytics

•  Plain text email more effective for active campaign responders

•  Integrate webinar offers into nurturing campaigns

Personalization Increases Registration

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Personalization Based on Previous Behavior

#5: Get Social

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Using Social Media to Promote Webinars

• Get creative

• Entice

• Use social language

• Use hashtags

• Shorten links

• Hint at content

Tweet #1

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Using Social Media to Promote Webinars

Tweet #2

• Mix up the message

• Try different times

• Broaden appeal

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Integrating Social Media Applications

•  Integrate Social Media Applications onto confirmation pages

•  Promote event hashtags

•  Enable registrants to put webinar on their business calendar

#6: The last day is the best day

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Webinar Promotion and Registration Benchmarks

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Email 1: HTML Subject Line AEmail 1: HTML Subject Line BDropped1-2 weeks before event44% of Total Registration

Email 2: HMTL Plain TextSplit into two runs (day before and day of event)26% of Total Registration

Email 3: HTML Plain Text (Previous Campaign Responder email)Dropped day before event21% of Total Registration

Registrations from other (website, social, sales referral): 9%

Anatomy of this webinar

#7: Consistent Creative

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Consistent Creative Across all Communications

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Keys to driving webinar registration:•  Try promo email subject lines that offer change of the status quo•  When crafting promo emails, one line is more important than 3

paragraphs•  Optimize emails for mobile viewing•  Try different subject lines and email types•  Leverage history with previous campaign responders•  When promoting on social media, mix up times and messages•  The day of the event is the best time to drop promo emails•  Ensure that you have consistent creative through all promo

communications

Summary

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Take Your Webinar Skills To The Next Level

www.WebinarAcademy.com

Join the Webinar Academy LinkedIn Group: http://linkd.in/17g8YQC

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Q&A  \\  Panelists  MODERATOR:  Kim  Zimmermann  Sr.  Managing  Editor,  Demand  Gen  Report  

Mark  Bornstein  Vice-­‐President,  Corporate  MarkeJng  ON24  

@4markb  

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