Inspiring confidence and generating ROI through your webinar.
Webinars are a great way to educate and reach your target audience while generating high quality leads. They are worth the extra effort, although measuring their success can more often than not be difficult to measure, mainly because it can take many points of contact to close a transaction. Due to this, justifying the time and money you will spend in planning and executing your webinar can be tricky, so using the many event platforms and technologies available to you can help in measuring your webinar’s success.
Not knowing what defines a successful webinar makes it even more difficult to measure your ROI. Be confident in your knowledge and think beyond, take into consideration things like your audience participation, furthering brand awareness, increasing customer engagement and identifying your audience early.
Have realistic goals
Like any strategy, you need to have clear, concise, and realistic goals and you should be able to base these on data you already have available to you. Why not go a step further and project your results by using either primary research or with data you have previously collated via previous webinars. Did you receive any qualified leads? Did these convert? If so, what is your conversion rate? By knowing the answers to these you should be able to work out how many sales you can expect to generate. In addition, knowing the lifetime value of your customer can also be beneficial. By forecasting your sales and accounting for other costs that may come your way, you should be able to gauge a realistic idea of the ROI you can expect from your webinar event.
Webinars are designed to be interactive and without participation you can not really expect to receive any kind of ROI. This gives you the opportunity to identify areas of improvement so you can change tact and make improvements should that be required. Alternatively, this will also highlight any areas for successes and give you an idea of what is working. Allowing for interaction between the host of the webinar and it’s participants will allow for effective participation, including the likes of surveys, polling and Q&A’s. Using platform’s such as SpotMe allows for engagement and tracking of your webinar. Using such platforms will help you understand what topics your audience responded to best, for example if your audience engaged well during a certain segment you can take note of that and use the data collected for further targeting and content.
Who are your viewers?
It is vital that you stay realistic and remember that not all people who register for your webinar will make it to the actual event and in addition, should they make it, they will not necessarily engage. You can easily segment these into their own categories, for example those that registered but didn’t show. Use tools available at your fingertips and remarket to these people to ensure they come to your next event. Next, look at your webinar attendees and those who actually viewed your webinar. If they didn’t stick around for all of it, at what point did they leave? If you find that viewers tend to leave at around the same time, you should maybe consider shortening your content. You can also use A/B testing to help find out what resonated well with your audience. Consider if your viewers are asking many questions during the event itself, this will show you how engaged they are. It’s a good sign if they are asking questions as it shows they are paying attention, however if they’re more on the quiet side, perhaps they aren’t as engaged as they could be. Look at your format and think about changing things up a bit if this is the case. Finding the answers to these questions can help you understand what metrics to use to measure your webinar ROI for your viewers.
Analyse your landing pages and ad platforms and this will too help you to measure webinar ROI. Ensuring the registration stage is as easy and straightforward as possible will ensure those wishing to register are not put off. Make sure your marketing messages align well from emails you send out to the ads you put out. After the event itself, you want to retarget your audience and act on as many leads as possible.
We hope this was useful info. If you need a hand or just some advice then use the form below to get in touch. Or give us a call on +44 (0) 203 151 5870