We recently hosted a webcast titled “Lead Gen in 2010: Learn What Is Working Best Right Now”. During the execution of the webcast, which was a lead generation campaign for The Lead Dogs, we adhered to best practices to encourage registrants to actually attend the event and stay on for the duration and monitored our results to compare to industry stats. Overall, our findings were intriguing and I thought I’d share some of them today.
Webcast registration to attendance rates: stats show that 45% of registrants will actually attend a live webcast with a higher likelihood of attendance if they registered for the webcast very close to the date it happens. We found this to be true and were also surprised by the number of attendees who literally signed up within an hour of the start time! It proves that if the content is of interest, your target audience will keep the information in their inbox and make time for it.
Webcast attendance for the duration of the webcast: While planning the event, which featured an industry guru talking about lead generation best practices and a real-life success story about an integrated campaign Microsoft did in the SMB space, we also wanted to introduce the Lead Dogs. We debated doing this at the beginning or end of the webcast and opted for the beginning. A Marketing Sherpa study said “research shows that 61.5% of webinar attendees bail on the webinar when a webinar begins with company/sales info.” Realistically though there are several things to consider….is it an introduction of the sponsor with brief details on their offerings or does it look like one of their full sales presentations inserted into the webinar? The latter will surely send your audience running or clicking away. We recommend one slide with an overview only and keep it to less than a minute (ours was 40 seconds). Another consideration is the value of the content to the audience. Most of us sat through quite a few commercials to watch the Super Bowl last weekend because the content was worth the short pitches throughout. Again, these were 30 second slots, not documentaries. Combine the two and you get very few deserters, as we saw…..
Webcast on-demand activity levels: After the event, we posted an on-demand version of the webcast on our site and sent personalized follow-up emails to attendees and non-attendees. Stats show that 15% of people who can’t make a webcast will watch it live later and 10% will watch it again. We found those numbers to be right on for this webcast.
I could talk about all kinds of stats we monitored for the event but overall, the takeaway is that many of them ring true and are a good guideline for planning. That said, as with any lead generation campaign, you also have to use your best judgment because, as you can see, our attendance rates, regardless of the brief sales “pitch” were very strong.