Webinars can be a powerful tool for delivering your company’s message, educating your users and clients, and giving potential leads more information to help them learn your product. It’s no wonder so many people are integrating webinars into their marketing strategies.
Over the past couple years we’ve worked with a lot of businesses on their webinar promotion and distribution, and have come to recognize three very common challenges. If any of these things sound familiar, have no fear! You aren’t doing anything wrong, and you aren’t alone. However, you may want to consider making a few adjustments and seeking some support to get yourself over the hump.
1. Contact List Fatigue
It’s fairly common to see contact lists converting less over time. You may notice that not as many people are opening or clicking on your webinar invites, or more people are unsubscribing from your emails.
There are plenty of reasons for this. One reason could be the number of emails you’re sending. Email frequency is a huge contributor to contact list fatigue. According to SendGrid’s 2017 Global Email Benchmark Report, most industries found that 8.1 emails a month resulted in the highest open and click-through rates. This number went down since 2016 as industries found that emails performed better when they were sent with less frequency. If you’re sending more than around 8 emails a month, you might want to consider trying fewer emails for a few months and seeing if that helps your engagement rates.
You also may want to run tests to see if a different sender or subject line style performs better with your list. Mix it up! Maybe your contacts just need to see something different.
Regardless of the reason for your contact list fatigue, it’s clearly time for you to get some fresh eyes on your content. With an audience pixel , you can build a lookalike audience of people who fit the profile of your organic audience but may not know about you yet. Same interests, same goals, less fatigued and more ready to hear what you have to say.
This is all to say, there are things you can try to bring your old audience back, but it’s also important to freshen up your database with new leads. Lagging database engagement doesn’t have to impact the visibility of your webinar, so don’t let it!
2. High Bounce Rate For Registration Page
Most landing pages convert at only about 10% or below. Where does that other 90% go? They may have shown initial interest, but for whatever reason, they didn’t fill out the form to register for your webinar. In other words, they bounced.
Maybe your form was a little long and it intimidated potential guests. As a rule, it’s important to understand the value of your content in the eyes of potential registrants. Will they think it’s worth it to fill out a form that’s longer than three fields? Will they be willing to give up their phone number, or other personal information? These are important questions to ask (Hubspot has some great advice if you think your form might be a problem).
Perhaps the page took too long to load and your potential registrant gave up, or maybe it loaded and something about the page layout just didn’t sit quite right. Test out different layouts, and make sure your page isn’t taking much longer than about 2 seconds to load.
There are a number of potential culprits for a high bounce rate on a registration page, but a high bounce rate doesn’t need to reduce your audience size. If you’re pixeling your audience and using a distribution service, you can tag potential viewers and make sure your content finds them during the event. After a few minutes of watching your webinar, they’ll be more likely to convert. And even if they don’t convert this time around, your brand will get valuable attention and your content will be seen by people who have already demonstrated interest.
3. Attendance Rate Drop-Off
Around 50% of webinar registrants don’t actually attend the live event. People get busy with other projects or they forget that they’d planned to attend.
Attendance rates can be lowered by lots of factors, like requiring software downloads to access the webinar, or not setting up a system to remind people before the event begins. A good rule of thumb is to make sure you have reminders set to go out the week, day, and hour before the event (sometimes it helps to remind people up as soon as five minutes before your webinar begins, but I’d always advise running tests to see how your particular audience responds to different approaches and frequencies).
Regardless of the reason for their low attendance rate, clearly your registrants are interested in the topic you plan to cover. They wouldn’t have gone to the trouble of filling out a form if they weren’t. Don’t worry about making them come to your content if they didn’t tune in. Recapture a larger percentage of your intended audience by pixeling them and then bringing your content to their favorite sites.
If any of these challenges sound familiar, just remember that you aren’t alone, and you have options. Keep on testing and learning, and make sure you have a plan or service in place to make sure you’re not losing potential leads. Good luck!