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Hey Kids, Let’s Put On A Show

The first question everyone asks about webinars is “what is the average registration rate?” This, of course, depends upon a number of factors, including what industry you are in, target audience, list quality and is the webinar live or recorded. However, there are some rules of thumb. Sign up can range on average from .25 percent to 1 percent, and actual participation usually is around 30 to 50 percent of those who registered.

What is the best way to promote it?

A comprehensive multi-media approach is always best. First, use every appropriate internal communication vehicle you have at your disposal, ranging from your email newsletter, website and blog to employee email signatures, on-hold message and on-site corporate signage. If you are going beyond your current clients and prospects, then consider developing ads for industry email newsletters, blogs and websites. Don’t forget traditional media and even direct mail, if you have aggressive participation goals.

We want to use the event to develop new leads. How should we proceed?

Clearly you will want to first go to your current customer and prospect lists. Next, consider working with media partners you may have – trade or consumer. Their publication lists often are just what you need. If you are buying ads from them, often they will work with you on list pricing. You also should look to strategic allies and partner companies for lists. Finally, there are numerous brokers who have lists available for you to rent.

What timing should I use for my invitations?

Typically, the first invitation should be sent three weeks prior to the event. You want to give prospects ample time to work the event into their schedules, but not too much time that they forget about it. Additionally, three weeks gives you time to adjust your message and subject lines if you are not getting an adequate response rate.

You will want to continue to communicate with those who register in order to keep them engaged. It is good to send a reminder on the morning of the event. Before that, send them additional information about the topic or the experts involved, and even offer them an opportunity to ask questions to be addressed during the event.

Here is a good rule-of-thumb for mailings:

• First announcement, three weeks prior to the event
• An immediate confirmation email
• A reminder with additional event information four to six days after registration
• Three to five days later, an optional second reminder with additional event information or an opportunity to ask questions prior to the event
• Detailed information about time of the event and any log-in information necessary on the morning of the webinar

Here is another article that provides additional tips for promoting a webinar.

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