I often poll marketing audiences about their biggest webinar challenges. Almost every time, I hear that their biggest challenge is on driving registration — in a recent poll, we found that 42.9% of respondents had the biggest trouble with getting people to register for their online event.
Why is driving webinar registration such a challenge for marketers?
Perhaps the biggest explanation for this issue is the fact that our prospects are now busier than ever, making it very hard for them to take the time to tune in at certain day at a certain time. They’re also bombarded with tons promotional emails, making them wary of any kind of advertising — social or otherwise.
So how can we get them to sign up for our webinars if we can’t even get them to read emails promoting them? The key is catching your target audience at a moment of receptivity with a message that resonates — it’s both an art and a science.
The Science of Getting People to Register for Webinars
As marketers, we rely too often on a static process to promote our events: a single email (sent multiple times) and perhaps a few tweets with the name of the event and a link. Depending on your brand and the appeal of the subject matter, this may be enough to capture a sufficient audience, but it certainly leaves a lot of prospective leads behind.
Truly innovative marketers are now experimenting with the process of promoting their events. This includes sending out emails at the right time, promoting different types of emails (HTML, plain text and hybrid — and with embedded videos, for example), experimenting with drop schedules and timing, and mixing up social promotions with different messages and types of outreach.
Want to learn more about the science of getting people to register for webinars?
Attend our complimentary webinar on September 3 and learn more about how you can improve the entire lifecycle of creating and delivering successful webinars.