Webinar Marketing: What To Do After Your Event Ends

Your live webinar is over. All that hard work preparing content, wrangling presenters, and marketing the live event is behind you. Phew. Bask in the moment, but the hard work to expose the real value in your efforts has just begun. This is a valuable moment of connection with attendees and taking full advantage will help ou both achieve your business goals and improve your future efforts.

Here are three things every company should do after the webinar ends:

  1. Get Your Assets in Gear

You just created a lot of good content. Take the time to ensure it can be easily leveraged across all your marketing channels.

  • On-Demand. Ensure the recording of the live event is polished and easy to access. This helps engage with those who registered, but couldn’t attend, and also creates an asset you can continue to drive registration and engagement with.
  • Share Assets. Make sure registrants have easy access to the final PowerPoint deck, videos, downloads or other assets used in the webinar. Stock your marketing library with any of those assets that have a longer lifespan.
  • Edit Clips. Create snackables: small “best of” clips that can be used in multiple marking channels, both for this event and other efforts.
  1. Continue the Conversation

Your webinar created a channel to communicate with your attendees. Capitalize on the opportunity by crafting a follow-up email based on their interaction with the event. Include topic information and strong calls to action, as well as a request for feedback on the event itself.

Invited, but didn’t register. Even though this group didn’t show interest, don’t write them off just yet. Consider sending a quick five-minute clip of the webinar they missed with a link to the full video, as well as a teaser to spark interest in your next live event.

Registered, but didn’t attend. Ensure no-shows are kept in the loop by sending a quick overview of what they missed and a link to the full video and/or transcript to watch at their convenience.

Attended. Send a thank you email with a summary of the webinar’s main points, related links or information, as well as a strong call to action on how to continue to engage. It’s also important to include a link to a survey on the overall event experience with questions such as:

  • Please rate the overall webinar experience on a scale of 1-10.
  • Did you encounter any technical difficulties? If yes, please explain briefly.
  • Were all of your questions answered? If not, please let us know what we missed.
  • Is there anything we could’ve done to make the webinar better?
  • In the future, what other webinar topics would interest you?
  1. Mine the Data

Webinars generate a lot of data. Take the time to review this data to showcase the efficacy of the event and identify areas to improve on in future events. Here are some key metrics to look for, and what you can learn from them.

  • What is your click-through-rate (CTR)? How effective were your marketing efforts in getting people to view the registration page?
  • What is your registration rate? The number of people who visit your registration page vs register. This is an indication of how well your webinar registration landing page is working. If lots of people are landing on your registration page, but not actually registering, you may need to spice up your ad copy, or lower barriers to register.
  • What is your ratio of registrants to attendees? On average, about a third of those who register for your webinar will actually attend. If your attendee ratio is lower than 35%, you may need to improve your webinar marketing strategy or simply choose a better time slot. For the best day and time to host a webinar, check out these Webinar Best Practices.
  • Who is coming to your events? Look at the demographic data from registration to identify any industries, roles, or other metric that can be used to better target future attendees.
  • How many people participated in your webinar polls? In-webinar polls are a good way to determine if your audience is engaged with your presentation. If few attendees are voting, this may be a sign that you need to revamp your message to better connect with your audience.
  • How many attendees stayed until the end? If a large percentage of your audience dropped off during your webinar, this is another good indication that you need to rework your presentation.
  • Where did your participants come from and what device did they use to connect? This can help you understand your target audience and customize future webinars to benefit them.

Looking for the Best Webinar Service Provider?

For two decades, Worktank has helped companies educate and train employees, partners and customers, generate leads, drive conversions, boost revenue and fuel future growth through live, web-based video conferences. More than just technical experts, we are truly a strategic partner.

Worktank can help you think through how to effectively communicate and engage with your audience, offer creative solutions to ensure your webinar is memorable, and ensure you understand how to evaluate and use post-event analytics to your advantage. To learn more about our webinar services, contact us or call 1-877-WRKTANK.

 

Brian Brian

Brian Snyder, Senior Director of Technology, Strategy & Solutions

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