62% of B2B marketers use webinars for lead generation, and for good reason; webinars generate between 20-40% of all qualified B2B leads (ReadyTalk).
If your webinar results don’t quite stack up, don’t worry. We’ve identified seven common mistakes B2B marketers make when it comes to hosting and promoting webinars. Read on to find out where you may be going wrong — and learn some simple fixes that will elevate your webinar strategy.
1. It’s hard for sales reps to spread the word about your webinars.
If you want your sales team to help promote your webinars, make it simple for them to do so. You can do this by creating a sales enablement library where reps can find all your marketing content, including upcoming webinars.
Make sure all the information they’ll need is front and center. Reps are probably too busy to read your entire webinar abstract, so focus on the basics: whom the webinar is targeting, what it’s about, and when it is. And most importantly, create a plain text email template they can use to share the webinar with their contacts.
2. You’re promoting your webinars over the weekends.
You might think sending your webinar invites on Saturday afternoon will help you stand out, but only 4.5% of webinar registrations happen on weekends (BrightTALK). Not surprising considering most people avoid business emails like the plague on their days off. Stick to weekdays to ensure more registrants — and fewer annoyed email subscribers.
3. You’re holding your webinars on Monday or Friday.
Just 12.5% of webinar views occur on Mondays, and 11.2% occur on Fridays. Tuesdays, Wednesday, and Thursdays, on the other hand, each boast over 20% of views (BrightTALK).
This makes perfect sense. Mondays are about getting a head start on work, and Fridays are about catching up. The days in between often allow for a little more research and education, so consider hosting your webinars midweek for the best results.
4. Your webinars are too long.
The average webinar is 42 minutes long, and the average viewer stays for 36 of those minutes (BrightTALK). If you’re running much longer, take a look to see at what point your attendees are dropping off, and try to keep future webinars around that duration.
5. You follow up with all your webinar leads in the exact same way.
You probably shouldn’t send every single webinar lead to your sales team, but you shouldn’t unilaterally put them on the same email nurture track, either. As with any other list, it’s often best to split your registrants up into different segments.
Perhaps you want folks from different sized companies to get different follow-up emails. Maybe you want your sales team to follow up with all the CTOs who attended. And of course, you’ll want to send a “sorry you missed out” email with a recording of the webinar to any registrants who didn’t attend.
6. You’re not repurposing your webinar content.
At Pardot, we’re huge proponents of extending the lifespan of your content by reusing it in a variety of ways. Be sure to put a recorded version of your webinar on your website or blog to continue generating leads indefinitely, and stretch the content even further by blogging about it or posting the slides to SlideShare.
7. You haven’t integrated your webinar platform with your marketing automation tool.
What are you waiting for?! When you pair webinars with marketing automation, the results are striking. For example, SignUp4 saw webinar registration increase an impressive 12% when they integrated their webinar program with Pardot.
Consider a few of the benefits. While most webinar platforms allow you to send a thank-you email when people sign up for your webinar, marketing automation takes it one step further. It lets you personalize your autoresponders, so they can be on-brand and as customized as you’d like. Plus, marketing automation allows you to see where each webinar lead comes from — whether they’re generated from a PPC ad, a social media post, or one of those killer email templates you created back in #1.
What other webinar struggles does your marketing team face? What have you learned as your strategy matures? We’d love to hear your questions and advice in the comments!