One of the biggest challenges facing webinar marketers today is figuring out how to ramp up attendance of their webinars.
To overcome that challenge, there are three key questions you need to answer first:
- How do I market my event to reach new audiences?
- How do I pitch my event to get people to sign up?
- How do I make my message compelling enough to convince people to attend?
The truth is, getting more people to attend your webinar is all about delivering a solid value proposition. You need to get people excited to attend your event, and give them a clear solution that you will provide for them by attending. Once you master this, you will see your attendance rates grow up dramatically. Once you do, even with a slight boost in attendance rates you could see a major growth in your business. Since the average webinar has a 20% conversion rate, that could mean big growth for your sales numbers.
So what are the key steps to growing your webinar attendance? I have broken down six key steps that are required to grow your attendance rates. When you apply these six principles you will likely see an exponential growth rate in your webinar attendance over time.
So let’s get started…
Attendance Hack #1: Understand Your Audience
The most important hack is to understand your audience better than they know themselves.
Try answering these questions about your ideal attendee:
- What does their daily schedule look like?
- What are the requirements to fulfill their job?
- How well do they know the market?
- How well do they know your product?
- What are their biggest challenges?
- What options are they exploring to solve those challenges?
The better you can answer these questions about your ideal attendee, the more you will be able to market specifically to them and clearly communicate the solution to their problem to them.
When you understand them well, they will feel that you are speaking directly to them – therefore be much more likely to listen to your message.
Attendance Hack #2: Know Your Ideal Attendee’s Pain Points
Once you understand your ideal attendee, the next step is to dig in deep and understand their pain points. You must know their challenges and struggles, and what holds them back from doing their job (or keeping them happy and productive).
Now that you have figured out what their major challenges are, you can craft a marketing pitch and message that resonates with them on a deep level. When you connect with a person’s pain, they tend to give you their attention. Once they give you their attention, you can motivate them to attend your event by painting a compelling future that will get them excited about solving their problem.
When you put your marketing pitch together, you can now use the pain points and link the solution to a specific call to action, such as attending the event. This will motivate them to engage in the call to action.
A great example of this process would be a financial planner trying to get prospects to attend a webinar that would educate them on how to effectively plan for their future financial goals. A powerful marketing story for a financial planner to follow would be to tap into the desire to send their kids to a good college. The marketing would tap into the fear of the potential attendee that if they don’t get their planning and finances handled now, their child may not afford to go to the best school. The prospect of solving this problem would be enough to motivate someone to take action and join your event.
Attendance Hack #3: Sell With Emotion
Once you understand your ideal attendee’s persona and pain points, the next step is to craft a marketing message and webinar presentation that delivers powerful emotions to the prospect.
One of the biggest mistakes that webinar marketers make is to deliver logic focused presentations, instead of presentations that capture an attendees imagination and attention, and THEN overlaying logical facts into the slides.
This is true even in markets such as finance that tend to be heavily numbers focused. Even if the math makes sense, people will not take any action without sufficient emotional motivation to do so.
It’s your job as a marketer to craft your message and presentation in that way, so that they can gain the most benefit from your content.
After you’ve delivered a powerful and emotionally compelling presentation, you need to give people a clear call to action so they know how to take the next step with you and your business. If you’ve done your job right, they will perceive you as an authority – thus be willing to follow your lead and purchase your product/service.
Attendance Hack #4: Build Promotional Partners
If you have a powerful and compelling webinar presentation backed up with solid marketing, the next step is to line up a lot of great promotional partners that will help you drive a larger audience to your event.
There are multiple ways that you can leverage other people’s resources to get the right people in front of your presentation – such as paid advertising partnerships, emailing to their existing customer or email lists, or find affiliate partnerships that will drive attendance to you for a fee.
To begin building relationships with your promotional partners, you first need to build a list of all of the people and companies who have access to your ideal target market.
Once you have the list, you need to start reaching out to them – talk to them, comment on their blogs. Ask them lots of questions. All of these activities will build relationships over time that you can leverage to start making money together by co-promoting your events.
You need to have stock email templates on hand that you can send to them so they can easily mail out for you. Make sure that you put an agreement together that is a win/win for both of you.
Attendance Hack #5: Promote The Event
Now that you’ve build a solid list of promotional partners, and built great relationships with them – it’s time to start promoting your event heavily.
During this step, you need to start sending out mass promotional emails, have your partners promote the event through emails/newsletters/postcards/ads, etc.
They key number that you need to focus on is to get 7 impressions per attendee. The more a person is exposed to your promotions, the more likely they are to attend.
On some level, it’s a numbers game – so you need to put in the reps to get people excited enough to attend.
Also you need to make sure you promote your event at least a week or two ahead of time. People need to plan their schedules around your event, so if you do it too close to the event date – their schedule might already be booked.
To get around that issue, you can actually use on-demand webinars to give people more options on when they can attend while still giving them the live experience of a webinar.
Attendance Hack #6: Send Out Multiple Reminders
Now that you have people signed up for your event, one of the most critical steps to increase the number of people who actually attend is send out multiple reminder emails right before the event.
Ideally you should send out reminder emails at least three times before the event – an email 2 hours before, an email 30 minutes before, and one last email 5 minutes before the event. This will make sure they remember to attend your event – even during a busy day and a packed schedule.
Now that you have these 6 attendance hacks for getting more people to attend your webinars, you should be ready to apply these principles into your webinar marketing now. You want to look at your overall webinar strategy as a series of components that can be individually diagnosed and tested. The more you understand your own marketing as well as your audience, the more results you will get out of the same marketing effort.