So the year is almost over. You may have a couple more webinars planned and are now working on plans for your 2016 webinar calendar. This is a great time to take inventory of your on-demand content from this year.
That’s right I said your on-demand content!
What’s So Important About On-Demand?
Often when I am out working with Marketers who have an existing webinar program I am shocked to hear how little they value the webinar recording or on-demand version of their webinar events. The fact is we are in an era where people are self-educating and these are the ones that will research your products and services and inevitably join your webinars.
Just because your live event is complete does not mean the content no longer carries any weight. In fact, your event can continue working for you long after the event concludes moving people through the buying cycle and generating more sales ready leads for your organization.
Why’d They Miss the Live Event Then?
Our data here at Streaming Network indicates that less than 50% of webinar registrants show up on the day of the live event. This doesn’t mean you have done anything wrong. Everyone’s days are hectic and intentions to attend may have been curbed by last minute project deadlines and surprise meetings. Promoting the archive to that list of registrants is an easy way to boost your registrant to viewer conversation rate.
The key is to keep on your stats reach out to that audience as quickly as possible within 24 hours of the live broadcast to get the highest uptake.
Promo Never Stops
Most webinar communications plans end on the day of the live event (or with the obligatory follow up email) but as good as your registration numbers were you only reached a small fraction of your total audience so you need to have a strategy for promoting the on-demand webinar as long as it is relevant. There are many ways to do this that we have found successful at Streaming Network and put in place for our clients.
- Write a blog on the topic you are discussing and link it to the webinar
- Take a segment of the webinar (or multiple segments) and post them on your social sites providing a teaser of what was discussed with a link to the webinar in the descriptor
- Syndicate the content with partners and publications you have a relationship with and are looking for good content
- Simply invite people to watch it again!
When you have taken your inventory and know which events drove the best results …run it again! Many platforms like ours allow you to re-broadcast at a later date and time as though it is live allowing you to beef up your live webinar calendar with command performances of your webinars with none of corralling speakers or creating new content. If your platform does not provide this we should talk!
Broadcast #1: With our partner Demand Metric = 200 + viewers
Broadcast #2: Rebroadcast focused on our base of customers and prospects 90+ viewers
Broadcast # 3: Command performance rebroadcast to same audience 50+ viewers
On-Demand Viewership: Now measured across three events 200 viewers
Your Webinar is Not Your Island
If someone likes what you have to say make it easier to hear more! Aggregating webinar content in a hub with your other content marketing assets or in a portal makes it easier for today’s self-educating buyer to make their way through your value proposition on their own. Since we released the Webcast Portal product earlier this year our early data from customer case studies indicates increased on-demand viewership of 40% or more!
Looking for tools to plan your next webinar? Check out the Webinar Survival Guide with over 21 free tools to plan, measure and execute next year’s webinar program.
For more tips check out this Webinar from our partners at ON24 Bringing Webinars Back from the Dead …now available on-demand.