Webinar Marketing 101: Turning Subscribers into Attendees

Webinar Marketing 101: Turning Subscribers into Attendees

April 29, 2016 Webinar Marketing 101: Turning Subscribers into Attendees Katelyn Waara

Marketing webinars are an important content marketing tool for B2B companies to drive demand and generate new leads. As customers and prospects increasingly self-educate through their buying journey, webinars have become useful across the whole sales and marketing process, from driving awareness and lead generation to lead nurturing and cross-selling.

Viewers or subscribers often place higher value on webinars because of their demonstrative capabilities. In fact, you can think of a well-executed webinar as an event or show that creates a sense of something “live” and newsworthy. This attracts attention and generates traffic and positive awareness around your brand. Most importantly, a webinar registration, often, reflects a prospect’s desire to engage and interact with a business. This is one of the biggest reasons why you should pay close attention to creating webinars that convert subscribers / registrants into attendees. Let’s discuss how you can do that.

Create Your Webinar Around a Relevant Topic

How compelling is the topic of your webinar? Will it educate the audience on how to overcome a pain point or demonstrate how they will achieve better outcomes? No matter how well-planned your webinar is, if it doesn’t address a specific problem or challenge your audience may be facing, they won’t register. 

Solve First, Sell Later

While most webinar presenters focus on “shiny” product features, they overlook the fact that subscribers are interested in how well the product will work for them. A great marketing tool is always consumer-centric, and so are webinars. While preparing your webinar, make sure to include relevant points on how your product or solution will add value to your audience and help them overcome a vexing challenge. That way your webinar will become what it’s supposed to be—a platform or information source where buyers turn to before making a purchase decision. Don’t include a heavy sales pitch until after the webinar is over. Your audience should feel they’ve derived value from your webinar rather than just being sold to.

Make Your Presentations More Energetic

Webinar presentations are much different than personal presentations. Some presenters tend to lose their energy, and thus attention spans, because the audience relies on slide decks and their voices alone. This makes it hard to maintain the focus of a webinar. Adding more energy to the presentations not only makes subscribers sit up and take notice but also makes your webinar that much more effective.

Never Assume Your Audience is Listening

The number one mistake made when presenting webinars is the assumption that all the attendees are glued to their computer screens or phones. Let’s face it—we live in a world full of distractions and your webinar needs to cut through that noise in order to be effective. To break the monotony, make your webinars more interactive, open Q&A sessions early on, and mix up the presentation content so that subscribers can follow along. Also, make sure you pace yourself by not going too slow or too fast.

Know That Your Audience is Smarter than You Think

Most webinars dumb things down in order to stay relevant to both experienced audiences and less savvy ones. However, when your webinar is too basic, the chances of losing the smart subscribers increases. Therefore, it’s always the safest bet to assume that your audience knows more. If you have concerns about something that may be hard for some people to grasp, have a resource slide that they can refer to later on. It is worth noting that for subscribers to keep attending they will need to hear or see what they don’t know already—you risk losing them by focusing too much on what they already know.

Connect With Your Audience

Webinars may not be a true face-to-face interaction with your audience but that doesn’t mean you can’t strike an emotional connection with them. In fact, you can—and should—make each session lively and interactive to keep them hooked till the last minute. Inject humor, be conversational, and make it seem like you’re right there in the room with your audience. Interacting with your audience like a real person is a surefire way to win over more attendees.

Promote Your Webinar On As Many Channels As Possible

Today’s audience consume content in many ways—blogs, social posts, emails, word-of-mouth, and websites. When you leave out a channel, you risk missing out on potential subscribers. You can leverage the power of multiple channels not only to generate interest and to invite attendees but also to promote your webinar after it ends.

Follow these tips and your attendee list will grow exponentially. Try them out for yourself and let us know if they were effective!  



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