How to Improve Webinar Marketing: 6 Reasons, 6 Solutions

Here are 6 reasons your current webinar strategy doesn't work:

1. You are marketing it to the same CRM you have marketed to since your business began which is outdated, low quality and filled with non ICP contacts and accounts.
   ‍
2. You are selling features and functions in your content so it is a glorified sales pitch.
   ‍
3. You have no strategy to block the non ICP accounts, partners, competitors, consultants, students etc. that you don't want in attendance.
   ‍
4. You over index on low attendance rate more than you should.
   ‍
5. You have no strategy to turn webinar registrants into meetings booked, so therefore don't see "results"
   ‍
6. You are missing the bigger picture behind this type of campaign.
   

Here are the 6 solutions:

1. Build a net new audience based on the updated vision of your business. Ask yourself who are the ICP 1 accounts we want to have eye balls on our content, vision, offers and product? Obsess over building the highest quality audience, and market to them through effective systems and consider building new infrastructure to do it. Simply put if your domain authority is low due to poor CRM hygiene, fix that so you actually land in inboxes.
   ‍
2. You shouldn't use webinars as a digital sales pitch. We talk internally about talking about the 'big idea' where is the world going, that if your audience don't keep up, they are going to fall behind? Talk about that. Leverage partners, customers, advisors, panelists, investors to join the conversation. Educate and inspire.
   ‍
3. Pre go live, review the list of sign ups and decide who you want removed. If you do solution 1, then this problem will be significantly less than it currently is. The non icp sign ups are because your CRM is full of them, they have downloaded content over the years, engaged in previous activations, and remain part of your marketing list. Don't let that confuse the impact these campaigns can have.
   ‍
4. Attendance rate does not correlate with the value of your webinar. A webinar registration is a direct hand raise, saying this topic is of importance to me, and I want to engage. Attendance no longer has that correlation. There is no other medium that your buyers are using daily that has a fixed rule on attendance. Netflix series are 99% open and fully available. Same with TikTok content, YouTube shorts and so on. The key metric is consumption at some point. Whether that was consuming the emails to sign up, seeing a snippet and watching that, viewing 2x speed on your YouTube afterwards. People want to consume on their own terms now. Plus, GPT and similar LLM's can accelerate the time to value.
   ‍
5. A webinar registration, is one of the most valuable signals your business can receive that company X is interested in the problem / big idea you solve for. This 1st party signal, is a signal of intent, NONE of your competitors have access to. Compare that to 2nd and 3rd party signals like funding / job changes, etc. - where it is fully democratised and accessible across the internet meaning ALL of your competition have access to the "signal" or "intent."
   ‍
6. A webinar is not a moment in time event that you obsess over attendance rate. A monthly webinar gives you a legitimate high value reason to reach out to your audience, with a genuine source of value. It allows you to produce GEO optimized content afterwards, it allows you to turn the recording into multiple shorts for YouTube or TikTok. It allows you to reach out to partners and even prospects to join the convo. It delivers consistent MQLs if you use them, or 1st party signals if you don't. If you have a clear follow up nurture plan, these signals result in meeting booked. Our top performing clients turn 25% of webinar registrations (not attendance) into meetings booked, and they remarket these events consistently over the year.

We have run 1000's of webinars over the years, and see the winners in the process. Our systems are built to make them low lift, high impact. Do you always nail the topic first time round? Of course not, just like you don't always nail your first A/B test on a paid campaign. However, once you crack it, it can be an absolute goldmine across your marketing mix.

Want to do them right? Get in touch.