Webinars are widely considered one of the most successful lead generating tools in marketing. They provide an excellent channel to deliver information, capture and convert leads, connect with your customers, and answer questions. Webinars are a great marketing strategy if you know how to effectively track them.
Despite their popularity growing, if you don’t have measurements in place, you don’t get an insight into your ROI, how your events drive value, and whether you’re targeting the right audience. You wouldn’t run an ad campaign without being able to measure results, right?
Analysing your webinar KPI’s and using the data to adjust accordingly will help you optimise your performance, refine budgets, and adjust content to gain more relevant leads and conversions. Let’s dive in and take a look at some webinar best practices and statistics you should be tracking to ensure your marketing efforts succeed.
First and foremost, it’s imperative to track registration numbers. Leads gathered through registration on your landing page are not only important for attendance. Even if your generated leads don’t attend your virtual event, they have expressed an interest in your product or service. Once you’ve obtained customer signup credentials, you have an opportunity to open up a dialogue and build a relationship with them, hopefully leading to a conversion when they are ready to buy.
Additionally, the number of registrants you generate are a good way to track your performance. A low number of sign-ups can mean your digital marketing strategy needs more work, more attention is needed on the subject matter of your webinar, or your target audience needs refining.
So, what next?
To overcome these hurdles, consider spending more time thinking about who you’re targeting, and what their goals or challenges may be. From here, you can begin to think about what products, services or insights you could offer them to add value. For your marketing strategy, consider investing more resources to promote your webinar:
- Social media
- Invite guest speaker and then have them promote it
- Send email to your CRM-list
- Paid advertising
When using webinars for marketing, tracking registrants provides valuable insights. Paying attention to this metric, and then adjusting your strategy, can mean the difference between running a successful webinar, or not reaching your full potential.
The next step is to track your conversion rate. Knowing the number of people who signed up for your virtual event compared to those who attended it and then working out your conversion rate is a vital metric to know. If this conversion is low, consider improving attendance by:
- Send email marketing reminders
- Adapting landing page branding and content
- Timing and duration - try scheduling your webinars on alternating days and times to see what works best for your target audience
Track the average duration of attendance and adapt your webinar length. If a majority of viewers are dropping off after 45 minutes, consider making your future webinars shorter.
Your number of registrants and attendees can, quite simply, help you determine what type of webinars draw in the biggest crowds. Remember, it’s not about the hard sell so you might find that informative webinars, with a subtle product showcase might help you drive the most SQLs and conversions.
Without participation, you can’t hope for much return on investment. Drawing in an audience gives you a basis to identify areas for improvement with more statistical data to analyse.
Enhance your customer engagement
Simply put, the better you understand your audience the more you information you have to improve your performance. A truly effective webinar allows for interaction between the host and its attendees. A strong webinar platform will allow for engagement and statistical data capabilities to help you understand which topics or talking points resonate with your audience the most.
A moderated chat room is a great feature to make use of. If your audience asks the same question several times in your chat room, adapt future content to be inclusive of this particular query. To encourage attendees to make use of this feature and gain more insight consider introducing the chat room and opening it up for a Q&A session.
The more engaged your attendees, the more they will interact with your webinar. Run polls throughout your webinar to see which attendees are displaying an interest to learn more about your product, and to ascertain which stage of the buyer journey they are at. Try to consider what challenges or goals they may have when planning your questions and then you can begin to segment your audience.
Once you have obtained the valuable insights you audience have to offer, use the information to individually nurture attendees based on their stage in the buyer journey - you don’t want to push too hard when they’re not ready to invest in your company yet.
If you’re not getting much engagement in your webinars, it’s possible you’re targeting the wrong audience, or your promotional efforts need some tweaking. Remember, interested attendees interact more.
Turning audience engagement into actionable data
Tracking your audience engagement isn’t just about asking questions and poll participation. Real time analytics and data are an equally important statistic to measure. Useful trends that aid your future webinars can often present themselves when you use your webinar platform to track:
- Live statistics
- On demand statistics
- Unique views
- Minutes watched
- Average watch time
- Number of attendees
All these performance data metrics can provide you with tremendous insights on how to best structure your content for optimal success in your webinars. For example, when you analyse the ‘minutes watched’ data, you can begin to determine where your audience began to drop off and adapt your future content accordingly to keep your attendees engaged. Was there a decrease in attendance at the 30 minute mark? Consider trimming down your content.
On demand statistics will give you a good indication of whether you’re choosing the right times to stream your live content. If more people are unable to attend your webinar and choose to tune in at another time, consider changing the times you run your events.
Choosing a webinar platform with access to these metrics is of upmost importance. Here at Quickchannel, our real time video analytics can help you make smarter decisions on your video content.
Nurturing leads post webinar
Once you’ve put in the work to generate your registrants and engage with them during your virtual event, find ways to nurture the relationships you’ve begun to establish with your prospects to ensure they grow and flourish into the future. With all the data you have gathered, segment your audience into cold, warm and hot leads. From here you can begin to nurture your lead groups with post webinar surveys and follow up emails.
Post webinar surveys
After your webinar, look at the statistics you have gathered on your audience in your webinar platform dashboard and then conduct a post webinar survey to help you gather specific data and derive meaningful insights from it. Your post webinar survey can help you to understand where you excelled and identify areas that may need more work. Your responses will help you in future webinars and improve conversion rates.
Follow up emails
Follow up emails enable you to nurture your qualified leads and keep them engaged with valuable resources and information that help them solve the problems they’re facing. Your objective here is to add value, offering individualised content to each lead based on what you know about them from statistics you have already gathered.
Lead nurturing can be a complex process for marketers but taking the time to nurture your audience can not only optimise your efforts, it is a highly effective way to convert leads at scale.
Establishing goals are a fundamental when it comes to your webinar planning. Pay attention to your KPI’s to gauge the success of your events and then use the information gathered to improve on your efforts with each and every webinar you host. The insights from your webinar metrics will guide future efforts and continuously boost your ROI with every event.
Drive leads towards other content on your website, or your social media platforms and begin to measure the increase you see in followers, website traffic or even sign ups to other virtual events you host. Not only will it allow you to solidify your brand reputation, it will ensure your webinar goes a long way in boosting your marketing efforts.
Quickchannel has built in tools to help you track your metrics and stay on top of your content marketing efforts.