Even after a webinar presentation, there are many things you must do to boost its effectiveness. It would be a mistake to think your job is over once the webinar presentation ends. In fact, there are key tasks that require your attention, which are just as important to your marketing strategy thorough preparation beforehand. You need to send out post-webinar emails, analyze feedback and stats, and repurpose your webinar.
What are the most important tasks to make sure that your webinar continues to bring in leads long after it’s over? Here are 4 must-do things for your post-webinar marketing strategy.
4 Tasks for When Your Webinar is Over
When planning for your webinar, it will be much easier to execute your follow up if you consider the four following items. This guide can help you to plan your post-webinar tasks during the initial preparation. This way, you will be in a much better position to maximize the impact of your webinar.
1: Follow-up email
A follow-up is one of the most important things you can do after your webinar is over. In the post-webinar email, you should endeavor to address 3 groups of users who registered for your webinar:
- Send a thank-you email to all who attended your webinar with a summary of the main points and a bonus PDF handout for attending. Offering your attendees a reward to thank them for attending the event is a great way to boost customer loyalty and drive more sales. Special offers can be used for both those who purchased your product and for those who failed to convert.
- For product launch webinars, send a link to the sales page as a reminder. For attendees who didn’t make a purchase, you could also offer the product at a discounted rate for a limited time only.
- For attendees that converted, you can offer them exclusive access to members-only areas of your website, a free evaluation, or information about special deals in the future.
- Send an email to those who registered for the webinar but who failed to attend. You could send them some snippets of information that they missed and a link to the webinar recording.
- You can also send an email to those who were invited but who didn’t register. Sometimes, a 5-minute short video of the webinar is enough to spark their interest in your next live event.
- Webinars have time limits. This means that in your Q&A session, there may have been a few questions or issues that remain unanswered. You should spend some time answering these questions either in the form of an email or blog post.
- Send a transcript of the webinar so attendees can review the information at their convenience
2: Analyze feedback
Once you have received feedback from your webinar attendees, it’s important to spend time and analyze comments and any ratings.
- How did the attendees rate the overall impact of the webinar?
- Where there any technical difficulties?
- What topics would interest attendees for future webinars?
- Could the overall experience of the webinar be improved? What were the negative comments?
- Were all the attendees’ questions answered?
If areas are identified where your webinar excelled, then ensure that you make these an integral part of all your future webinars. Arguably, more important is the opportunity to learn from all the negative comments and/or ratings and note them for future presentations.
3: Analyze stats
Most webinar platforms have a dashboard where you can see metrics of your previous webinars. These stats can provide you will all the information that you need to boost the effectiveness of future presentations.
For example, you will be able to find useful information on the following subjects:
- Click-through rate. Your CTR will help identify how to make the registration process easier and more effective for anyone landing on your registration page.
- Attendee ratio. This will help you see the percentage of people who actually attended the presentation after registering.
- Online polls. Graphs showing your audience interaction can help to see if your surveys and polls are engaging enough for your audience, and how attendees may have voted.
- Audience retention. You can see the percentage of your attendees who found the webinar interesting enough to stay until the end. Obviously, if many attendees drop off during the webinar, you should think about spicing up your webinar.
- General data. This includes how long the webinar lasted, the total number of participants and where they came from and what device they used to connect to the webinar
4: Repurpose your webinar
One excellent way to make the most of your webinar is to repurpose its content. Your webinar contains much useful and valuable information that can be reused as part of your marketing strategy. In order to repurpose your webinar, you need to record it during the live event, this way you have an archive that you can then use in multiple ways.
Some key ways to repurpose your webinar:
- Place webinar archives on your site to engage future traffic and to also provide your audience the freedom to review material at their convenience
- Use archives on social media to create highly sharable content
- Distribute recordings through email to your list, this can be especially useful to send to new subscribers or even use for opt-in incentives
- Create reference material for internal use
- Prepare an infographic from your slides
- Edit your webinar recording into short, informative videos and use on your blog, social media platforms, and video sharing websites
- Create an eBook
- Use your webinar content for topics for your next blogs
What you do after the webinar is over is just as important as the webinar itself so you do not miss out on important opportunities in marketing, reach, conversions and building relationships with customers.