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Webinar Registration Dos and Don’ts

Webinar MaterialsWebinars work. Their engagement rates are second only to in-person events, which makes sense in the patterns of modern-day work culture; in our hectic days, breaking away from our work flow, and adding travel time, to attend an in-person seminar can cost more than just the price of admission. When well-promoted, visually appealing, and clear on content, your webinar is as good as guaranteed to see a screen full of engaged attendees. (Are you completely new to webinar hosting? After you’ve finished this article, grab your free beginner’s guide from Onstream.) Let’s go over some basic dos and don’ts for creating a captivating, educational webinar.

The first key to attracting participants to your webinar is your landing page. Have you ever participated in a mandatory webinar for your job and just knew it was going to be awful by the bland, text-crowded sign-in? Avoid causing others that dread (and reason to leave) by following these rules:

Make your landing page visually appealing. First of all, realize there is no “one size fits all” policy to creating an effective landing page. Your layout should be aligned with your brand, niche, viewers, value proposition, content… the list goes on. To create the landing page that best suits your purpose, apply the following general rules to your considerations.

  • Keep your landing page balanced, with no heavy chunks of text or large, empty white spaces to distract the registrant.
  • Craft an informative, attention-grabbing headline that will express value to the participant. Recommended length for a title is no more than 20 words (preferably less).
  • Use pictures! As proven by the massive shift toward image-based marketing and communication, our brains are attracted to pictures. We’re also able to process an image 60,000 times faster than text, so why not be as efficient as possible?
  • Provide a description of your event, but keep it brief. Bolded headers and subheaders and bulleted points are great ways to break up the information on your page.
  • Don’t require a password to get registered; this requires unnecessary time and attention from the potential registrant and can be a lethal roadblock.
  • The same goes for your lead generation: don’t require too many entry fields, or the registrant is likely to “time out” and wander away.

Have a clear call to action. The “Register Here” button is your conversion tool—so make it stand out vividly on the page. If your main screen is white, one great way to do this is simply making the call to action (CTA) button a bright or dark color for contrast. They say your CTA should pass the squint test: if you squint from a few feet away, is the CTA the standout element of the page?

Send confirmation and reminder emails using an Outlook calendar invite. Communicate directly with your registrants leading up to your webinar—this is part of promotion and will help boost your conversion rates. 

Promoting your webinar before, during, and after is essential to gathering, engaging, and retaining interested participants. Here are a few promotional methods you can employ:

  • Create unique URLs for different promotional vehicles. This way, you’ll know which platforms are catching the most participants for you.
  • The same goes for social media: Play around with different outlets, gauging which reaches and brings in the most registrants. This is also a great place to post a “teaser” video or “behind-the-scenes” photo to heighten excitement and give that feeling of involvement to passers-by.
  • Do a write-up on your blog and promote the webinar there, including an opportunity to register.
  • Partner up with an organization or individual you can integrate or cross-share material with.

For more promotion tips like these, catch this video: http://www.themarketingscope.com/best-practices-promoting-webinars-eric-vidal-video/.

Optimize for mobile. It’s no secret that content must work on mobile these days. According to CMS Report, in 2015, average smartphone conversion rates were up 64 percent compared to average desktop conversion rates—and it’s only going up from there.

Present clear, valuable takeaways. This will keep your participants coming back for more of your content!

Before going live, double-check any links in your presentation to make sure none are broken. Within your webinar, review your content to ensure you have clear, valuable takeaways for participants, and follow up with them to make sure those points stuck. Ask each participant to complete a short post-webinar survey, or let them know they can give you feedback via email or on social media.

Sabrina George, Vice President of Marketing, Onstream Media
www.onstreammedia.com & www.infiniteconferencing.com