Eating Our Own Dog Food: Livestream Engagement with Retargeting
How we attracted 7,346 viewers to our first webinar with livestreaming and distribution
March 9 update – How to keep the conversation going with retargeting after your live stream
Following the success of our first live streamed webinar campaign in November, we continued the conversation with the audience we built. The primary goal was to drive further interaction with our content and email conversions. The secondary goal was to continue learning about the most effective ways to use live for demand generation.
Heading into the December holidays, we launched a retargeting campaign offering our latest white paper on attention retargeting. We targeted three audience segments – the 7,400 people who engaged with our webinar; 8,300 people who use a variety of online video platforms that may be interested in a larger live audience; and 126,000 people on our list of top prospect companies.
We saw mixed results for the overall campaign.
- The best performance came from the audience segment of online video platforms (i.e. the ones most likely to have customers who can immediately use AmpLive). This segment produced a 4.5% click-through-rate (CTR) for the banner ads, which is 12x better than Google’s industry average of 0.35% for its display network.
- The other 2 audience segments had strong CTRs – (0.12% for the webinar attendees and 0.25% for companies on our target list)
- Undercutting all those clicks, the campaign produced no conversions, meaning our effort didn’t produce any net new emails.
Overall, we spent $982 and got 692 clicks on our banner ads, for a cost-per-click of $1.42. That’s in the same ballpark as our cost to run paid search ads on AdWords. The CTR for the whole campaign was 0.57%, mainly because of the off-the-charts 4.5% CTR for banners targeting OVPs.
What we learned:
- Find a receptive audience – People who use online video platforms are most interested in what we have to say. Their CTR came in at 12x higher than industry average.
- Size matters – Be sure your audience is large enough to reach your goals before you start the retargeting campaign. Retargeting didn’t seem to work for this campaign since my goal was to drive conversions. That is most likely because we didn’t have a large enough audience built up to make it pay off.
We’ll continue to track progress of our efforts to drive demand with livestreams and update our blog with our learnings. Be sure to subscribe to be the first to see our latest data, tips and results.
Nov. 8 was new territory for me, and I’m not talking about the outcome of the Presidential Election. Not only did we host our first webinar, but we also started eating our own dog food by applying live streaming and distribution to our own marketing motion. By now webinars are a common and well-understood marketing tactic, but I’d never seen anyone combine live streaming and distribution to build an audience for a webinar.
That’s exactly why we tried it.
I want to use this post to breakdown the session’s performance and (hopefully) show other marketers how to drive demand by stitching together live streaming, webinars and distribution.
The webinar covered the future of live streaming and demand generation with Albert Thompson, a digital strategist from Walton Isaacson. The recording is here for anyone who wants some context on what’s to come in 2017 for businesses looking to harness live streaming to grow their audiences.
My goals for distributing the webinar on the AmpLive network were two-fold: drive viewership and collect as many net new emails as possible. Did we succeed? Overwhelmingly yes for viewership and a tepid yes for collecting emails. Here’s what I see in our data.
Email – Our list didn’t perform that well, driving just 5 registrants. That obviously provides ample room to improve, but I’m actually more excited about the results we drove via paid distribution and growing a net new audience.
Pre-registration – In the days before the live session, we launched a series of banner ads promoting the webinar. I targeted marketing decision makers at large tech companies in the US. We spent $200 and got 5 net new registrants at a cost per lead of $40. That’s a little higher than I’d like, but a good first attempt.
Live results – We promoted the live broadcast (webcams, screen shares and all) across our audience network during the webinar. Here’s what one of the banner ads looked like on Business Insider.
The promotional campaign got 7,346 people to watch the stream, and they each spent an average of 2:06 min with the content. That’s a lot of attention, but let’s be real; engagement is what we’re after as marketers. Another 878 people engaged with the live stream in the ad unit. These people either unmuted or clicked through to the landing page holding the live content. We spent $218 to promote the live stream at a cost per view of $0.03, a very efficient spend metric.
The engagement rate was 12%, similar to other AmpLive clients who promote 30 minute chunks of content.
After the live show, we set up a re-marketing campaign to target the 878 people who engaged with the webinar, offering them the recorded video version and other ways to engage further with us. We spent $136 over 11 days and got 242 viewers to watch the stream again, which translates into 27% re-engagement. While I’m happy they watched the content anonymously, none of them signed up for our newsletter so we didn’t capture any new emails from the retargeting.
We spent $561, drove 7,346 people to view our content anonymously and had 10 people attend our webinar. That’s effective cost per view of $0.07 and cost per lead of $54. The numbers can certainly be optimized. But, I’m thrilled with our maiden voyage into webinar marketing and optimistic about applying our learnings to our next session.
Here’s what I learned:
- Give people more runway – Run your pre-registration campaign for longer than a week to give people more opportunities to sign up.
- Cast a wider net – Expand the targeting to a wider audience. Even if they are not your exact target buyer, they may be an influencer.
- Engage while you have their attention – Live is powerful, so be sure to promote more audience engagement during your session.
- Experiment with messaging – Re-marketing the recorded webinar drove viewers to watch the stream again, but it didn’t drive conversions. Be sure to test different ad creatives and calls to action.
Interested in how you can use live streaming and distribution in your own marketing efforts? Drop me a note (email@example.com).