Driving Webinar Registrations and Conversions

Posted on by Beth Negus Viveiros

webinar-screen-computer-man-300You can have the best webinar content in the world. But if you don’t drive registrations and conversions, you’ve failed.

Join us Thursday Oct. 1 at 1 pm EDT for a free webinar to learn how to engage prospects, from initial promotion and marketing through registration and pre-event communications.

Your content and the way you deliver it determine whether your audience will advance along the sales cycle or drop out of your opportunity list. Ken Molay, president of Webinar Success, will present tips to help you plan and execute effective marketing webinars.

Molay will share best practices for preparing, producing and delivering marketing webinars that create enthusiasm among prospects, as well as the common mistakes companies often make along the way. Learn tricks for creating successful promotional materials, the tradeoffs between lead scoring and lead attrition, how to structure an effective call to action and more.

“You may need to change your message for different targets. Perhaps workers need to know how new regulations affect them on a personal basis,” notes Molay. “Executives might care about how those regulations are going to impact their company financially and operationally. Find these value points for your various targets.”

Frame your content in in terms of relevance to a particular audience segment, he suggests. “The majority of your information may be identical, but by presenting the webinar twice and subtly altering your empathy and relevance for the different audiences, they see it as more relatable.”

If you are still taking a generic approach, you should consider trying a more fine-grained segmentation, Molay adds. “Although your registration numbers for any given webinar may be lower, your effectiveness and conversion rate could very well increase.”

Join us on Thursday, Oct. 1 at 1 pm EDT to learn more. To register for the webinar, sponsored by Adobe, click here.

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