Demand Gen Report's Strategy & Planning Series session presented by ON24

1. #SPS2015
7
Ways
To
Enhance
Webinar
Promo3ons
In
2016
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Mark
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6. #SPS2015
Panelists
MODERATOR:
Kim
Zimmermann
Sr.
Managing
Editor,
Demand
Gen
Report
Mark
Bornstein
Vice-­‐President,
Corporate
MarkeJng
ON24
@4markb

7. 7 Ways to Enhance Your
Webinar Promotions in 2016
Mark Bornstein
VP of Content Marketing
ON24
7 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

8. 8 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Biggest Webinar Challenge?
Results: ON24 Benchmarks Webinar Poll
Driving Registration: #1 ranked challenge to
delivering successful webinars

9. 9 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Challenges to Driving Webinar Registration & Attendance
Schedules often don’t include
free hours during the middle of
the day…

10. 10 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Challenges to Driving Webinar Registration & Attendance
Catching your prospects at a moment of receptivity

11. 11 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
• 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

12. 7 Ways to Enhance Your
Webinar Promotions
12 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

13. #1: One Line, One Chance
13 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

14. 14 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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”

15. 15 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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

16. 16 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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

17. #2: Get Your Body in Shape
17 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

18. 18 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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

19. 19 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Optimize for Mobile Viewing
Smart Insights 2014

20. 20 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Try Losing the Sidebar
Emails without a sidebar have
a 4% higher click through.
Spiceworks Study 2014

21. 21 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
If you are promoting your speakers….
Update your speaker
photos

22. #3: Promote from Different
Angles
22 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

23. 23 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
HTML

24. 24 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Plain Text Email

25. #4: Get Personal
25 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

26. 26 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
• 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

27. 27 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Personalization Based on Previous Behavior

28. #5: Get Social
28 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

29. 29 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Using Social Media to Promote Webinars
• Get creative
• Entice
• Use social language
• Use hashtags
• Shorten links
• Hint at content
Tweet #1

30. 30 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Using Social Media to Promote Webinars
Tweet #2
• Mix up the message
• Try different times
• Broaden appeal

31. 31 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Integrating Social Media Applications
• Integrate Social
Media Applications
onto confirmation
pages
• Promote event
hashtags
• Enable registrants to
put webinar on their
business calendar

32. #6: The last day is the best
day
32 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

33. 33 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Webinar Promotion and Registration Benchmarks

34. 34 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Email 1: HTML Subject Line A
Email 1: HTML Subject Line B
Dropped1-2 weeks before event
44% of Total Registration
Email 2: HMTL Plain Text
Split 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 event
21% of Total Registration
Registrations from other (website, social, sales referral): 9%
Anatomy of this webinar

35. #7: Consistent Creative
35 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

36. 36 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Consistent Creative Across all Communications

37. 37 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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

38. 38 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Take Your Webinar Skills To The Next Level
www.WebinarAcademy.com
Join the Webinar Academy LinkedIn Group:
http://linkd.in/17g8YQC

39. #SPS2015
Q&A
Panelists
MODERATOR:
Kim
Zimmermann
Sr.
Managing
Editor,
Demand
Gen
Report
Mark
Bornstein
Vice-­‐President,
Corporate
MarkeJng
ON24
@4markb

40. #SPS2015
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