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Essentials for Driving Webinar Registration

Author: Create Webinar Team

You can have the best webinar topic ever, be the best host and be prepared to conduct the most engaging and informative webinar of life. But there is one problem that all webinar hosts face – driving webinar registration.

This is why you need to know how to plan webinars from start to finish. Even if you have settled things up – chosen a webinar platform you want to use, prepared the material, practised your speech a thousand times, it all won’t matter if nobody gets registered and attends your webinars.

Getting people to register for your webinars is not the easiest thing. Even if you are just sending out emails, several things should be taken into account.

Why is Getting People to Register is Difficult?

If you think that getting registrations is not a problem for webinar hosts, ask them and you will receive the true answer. The majority of trainers that run online classes and lectures consider this issue to be the number one challenge in the process of promoting online seminars.

Here are the top reasons why getting people to register for an online event is so difficult:

Too Many Choices

It is not a secret that webinars have become a powerful tool in the online world and their popularity has skyrocketed in the past couple of years. As a result, many companies, organizations and solo trainers prefer to conduct webinars to boost their rating. This means that your audience, better say the people you consider to be your audience, have a lot to choose from.

So, the competition is tough. All you have to do is to try and find ways to stick out among the myriad of online events. Think of something that sets you apart from everyone else and try to highlight it as much as possible.

Life is Busy

Nowadays, people are busier than ever, especially those who might have been interested in webinars. You may be wondering how and why should that reflect negatively on your webinar registration rate. Here’s the thing. People who work or study round the clock are not easily reached via email or social media ads.

Even if you manage to get them to open the promotional email, they may not even read it through, let alone fill in a complicated form that requires a lot of information. This only comes to prove that how you reach your customers, from email marketing to paid ads, matters, a lot.

Weak Landing Pages

A landing page, otherwise called a destination page, is where people get through your marketing email. This means that it is the design and the content of your page that should make them fill in their email address and get registered.

Know Your Customer

No marketing approach, paid social media ad and influencer promotion will work unless you know who your customer is. To have a clear idea about who is your audience, it is of paramount importance to create the customer profile of your potential attendees. This includes not only demographic but also geographic and psychographic characteristics of people that are likely to get registered for your online event.

Having a clear idea of who your ideal customer is will help you to come up with successful marketing and advertising campaigns and as a result, increase the conversion rate.

How to Drive Webinar Registration: Tips

Having a plan on how you are going to drive webinar registration should never be an afterthought. It is of the biggest importance, as no matter how hard you are trying for everything else, if you do not know techniques to make people open their emails and get registered, you are bound to fail.

Here are a few steps to help you ‘trigger’ your potential attendees and make them get registered.

Promotion: Starting Early

If you are planning on sending a promotional email a week before the big event, you will probably end up with a couple of people taking part in your online lecture. Why? Because you need to raise awareness of your upcoming webinars and prepare your audience for it months prior to the event.

It is important to make people wait impatiently for webinars. If you announce your online training course out of the blue, do not expect people to run and get registered. What you need to do is to raise awareness about the upcoming event via all channels available to you and give people the right amount of information about the webinar, so that they look forward to it on the edges of their seats.

  1. Here is how you can let people know that you will be hosting a webinar soon:
  2. Write a blog post about the upcoming webinar.
  3. Create monthly newsletters and include the titles of webinars you are going to conduct.
  4. Have a listing of your future webinars in a visible place on your website.
  5. Promote the event via all channels (Facebook, Instagram, Twitter, Linkedin, etc.)

Email Marketing: how many emails should you send?

A well-planned and executed marketing campaign is the most important part of the whole process of planning the online event. According to a study conducted to estimate which tool is the most efficient in driving webinar registration, emailing is the winner. It provides 60-80% of registrants.

After a lot of studies experts of online events have concluded that sending only one promotional email before webinars does not work.

The optimum amount of emails to be sent to potential customers is three. The first one should be sent 2-3 weeks before the event.

The second one should be sent a week in advance. This is a second chance for those who did not get registered after the first email. It has been estimated that 15% of the people attending webinars get registered 3-4 days before the event.

The final email is a reminder for those who have got registered. The reminders are usually sent out a day before the big thing.

Perfect Timing

If you think sending out three emails before the webinar is easy, you are mistaken. There is a lot of thought that needs to go into it, from the days and times the emails are sent to the subject line.

Statistics have shown that the best days to send out promotional emails for webinars are Tuesdays and Thursday. But keep in mind that this may depend on your audience. If you are sending out emails to businesses and to people who start their week by checking out the inbox, Mondays may also work.

Taking into account at what time you send your promotional email is another tip to help you drive more registration. Here again, customer profile comes in handy. If the receiver is someone working at an office, you probably want to avoid sending him/her an email at lunch hour. Try to understand who your potential customer is and try to imagine at what time they are more likely to check their inbox.

If your target audience caters to a large number of people from different parts of the world, you should try split them into two groups depending on the time zone they live in.

The Subject Line

The subject line, although only a small part of your email, is of the greatest importance. It should be catchy enough to make the receiver open the email and see what it is all about. Aside from that, giving a little urgency to it has proved to be helpful. Such subject lines as ‘Register NOW!’ will make receivers hurry to get registered so that they don’t miss out on anything. Additionally, try to make them feel special. Include their name in the subject line or let them know that they have the chance to grab a golden opportunity. Phrases like “An exclusive offer!” or “Private invite!” can work wonders.

Also, try to avoid made-up phrases. Grabbing the attention of the receiver with the most promising and exciting subject line and then disappointing them with an email content that has nothing to do with it means customer lost forever.

Partner Up

Partnering up with businesses that have a similar audience to yours is a great way to increase the reach of your webinar. Aside from that, having more people working on the project will definitely produce a good result. In a word, put all hands on the deck to boost webinar registration.

However, if you are not open to partner marketing for one reason or another, you can pay companies or businesses that are somehow related to your webinar to promote your event on their social media pages, in newsletters, etc. This will broaden the reach of your potential registrants and bring you more participants.

But one thing to take a note of is that you should always go with partners that have gained trust among their audience and are in good relationships with them.

Paid Social Media Advertising

When everything free doesn’t work, you probably need to start incorporating paid ad campaigns on social media platforms.

First thing you need to do is to figure out which is the most suitable platform for you to use. Having created your customer profile, it will be much easier for you to decide which social media platform will bring more registrants. For example, if you are targeting job seekers or recruiters, Linkedin is the best option.

You Learn as You Host

To achieve the best results in email marketing, promotional ad campaigns, partner marketing and in all other activities that are conducted to raise awareness of your webinar and drive registration, practice is needed.

You may follow the best practices and succeed on the first attempt, and that is wonderful. But there is also a chance of following all ‘rules’ and ending up with 10 attendees.

The truth is, no rule works for everybody. Try out different strategies and techniques and you will eventually find the ones that best fit your audience.

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