The Secrets to Increasing Your Webinar Registrations
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Written by Ivy Zhao

@esthermchung
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The Secrets to Increasing Your Webinar Registrations

May 16, 2018

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The Secrets to Increasing Your Webinar Registrations
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Written by Ivy Zhao


The Secret to Driving Webinar Registrations

May 16, 2018

When planning an event, we can all agree that there’s one universal goal -- to ensure that everyone is able to have a fantastic time.


More often than not, accommodating accessibility is usually more of an afterthought in event planning (or not even a thought at all). As event planners, it’s on us to make sure that every component of the events we plan is accessible to every single participant -- no matter ability.


So before you fall into ADA rule-fatigue, Splash is here to give you some simple accessibility tips for  your next event -- everything from venue accessibility to communications.

To effectively promote and throw a successful webinar, there’s a lot of work you have have to do upfront -- and I mean, way before you send out that first webinar invite.


As marketers, we’re busy -- after a while, our promotions for all our webinars start to look the same. But the secret to really driving webinar registrations is twofold: (1) make sure you know what your goal is, then (2) tailor all your promotions to reaching that goal.


At Webinar World, ON24’s conference for B2B marketers looking to up customer engagement, our VP of Marketing, Amy Holtzman -- alongside our Sr. Client Education Manager, Pete Richardson -- revealed the 4 questions you need to answer to put together a killer webinar promotion strategy.

 

Webinar pages don't have to be boring. Watch the 7 Design Principles of Highly-Converting Landing Pages, as our Sr. Client Education Manager, Pete Richardson, shares practical design tips for all your webinar promotions.

What exactly is GDPR and how can you make sure you're compliant?

 

Learn more in this new ebook from Splash and Heinz Marketing.

 

Download your free copy.

Increase Trust, Transparency, and Access to Engaging Prospects

1. Understand and Align with Key Company Metrics


1. Why are you throwing a webinar?

What is your goal? Do you want to attract net-new leads or build relationships with your current customers?

webinar goals

By understanding who you’re trying to capture, you can not only target the right people, but  know exactly where your promotions should be coming from.


For example: if you’re trying to nurture net-new opportunities, and create a brand for yourself, you likely should be sending HTML branded communications from marketing. If you’re trying to convert opportunities into deals, you should be automating those promotions from the lead owner or an exec who is involved in the deal.


Bonus: this is also a great time to decide which internal teams need to be involved, so you can start communicating planned follow-ups or any other details early.


2. How will you reach the right audience?

Throwing a webinar for the sake of the webinar just doesn’t work. You first need to make sure you’re targeting the right audience per your goal (what you answered in the first question).

 

For example, if you’re looking for net-new leads, you wouldn’t email blast your own database. Instead, you would involve a media partner, use paid ads, or partner with other brands.

webinar target audience

First thing's first: any event venue must meet required ADA guidelines! Here are a few things to always double check when it comes to the accessibility of your events:

A couple questions to ask yourself if you do decide to go outside your database:

• Do I need a promotion budget? Consider how much it will cost to execute what you’ve planned.

• Will I need promotion approval outside of my organization?  You’re going to have to get approval for any ads or promotions, which can change timelines.
• Do I need to extend timelines to allow for coordination with 3rd parties? Plan way in advance to make sure you meet deadlines.

1. Does your venue provide elevator or ramp access?

 

Some venues will cover accessibility on their website, usually somewhere in the FAQs. However, for those that don’t, just send a quick email to the venue asking about accessibility.

 

2. What do accessible transportation routes to and from your venue look like?

 

If you’re in a metro area, it’s good to check if nearby metro/subway/train stations are accessible. To save guests some time, it’s also a great idea to provide instructions around what the most accessible routes are.

 

Pro tip: If you’re in a major metro area, Google has recently added wheelchair accessible routes to Google Maps on both desktop and mobile. This should make your research into routes around your venue a total breeze!

3. How do you make sure registrants actually show up? 

Once your registrants have signed up for the webinar, how do you make sure that they follow through and attend on the big day?

2. Organize your data and simplify data-tracking

Some great tips to ensure they show up (use a combo of all if applicable!):

• Provide timely, relevant content (around the topic of the webinar) ahead of time either in your communications or in your blog/resources.

• If you have a great speaker who is an influencer, showcase them in your pre-event communications.
• If you’re providing a special offer (like certification or credits), make sure it’s highlighted.

Every webinar has one thing (or more!) that will push registrants to show up. Once you understand what it is, you can figure out how to appropriately structure your promotions -- like knowing what to include above the fold on your landing page, in your CTAs, or subject lines.

webinar promotion tips

4. How do you measure the success?

You should be measuring the success of your webinar way before the live event. Along the way, you can see your progress and shift strategy based on where you’re falling behind.

Your Communications Checklist: What to Include

The metrics you can track throughout your promotion:

• The number of registrants and attendees signing up for the webinar 

• The number of targeted accounts engaged
• The amount of opportunities opened and/or accelerated leading up to the webinar
• The amount of revenue that’s being influenced and/or generated 

webinar metrics

Sample Webinar Promotion Timeline

At Splash, we have a skeleton of a webinar promotion timeline we use that has historically worked well for us (we usually tailor it to any partners included).

webinar promo

6 weeks out: start identifying topics, content, and speakers, and get logistics in place.

4 weeks out: build promotions - work with designers and writers to craft landing pages and determine the number of touchpoints

2 weeks out: first webinar communication

Week of: last minute promotion for registration, final run-through

Post-event: send post-event emails, route leads ASAP, communicate follow-up and progress internally

3. Is there accessible parking available?

 

Is there parking nearby the event that’s accessible to wheelchairs, canes, and walkers? Can a person with mobility challenges or fatigue get from the parking section to the event venue?

 

4. Is there enough seating and personal space?

 

If you have seating, do you have space for persons living with disabilities? Are you making sure that it’s communicated in your event space that persons living with disabilities get priority seating in a designated area? What about personal space, is there enough space per person in the venue to accommodate those with wheelchairs, canes, walkers, and service animals?

 

5. Did you confirm access days before your event?



Making your event accessible is a big part of it. The other part is making sure your attendees know about all the details so they can prepare ahead of time.

 

There is so much room for upfront attendee communications when it comes to the inclusion and accessibility of your events.

 

Consider doing the following:

 

1. Put accessibility information in your event page footer.

 

Take a look at the example below of an event page that looks great, feels great, and is displaying helpful accessibility information at the footer of the page.

event accessibility

2. Use your RSVP form to gather attendee needs ahead of time.


Your RSVP or ticket order form is the perfect opportunity to help yourself be better prepared, all while assuring your attendees up front that you’re thinking about their needs.


Here are some custom questions you can include in your forms:

• Dietary restrictions

• Requests for interpreting services or assistive listening devices

• Requests for accessible parking or seating

• An open text area asking about other accommodations that will help ensure full guest participation

• If you’re going to be using your attendee’s information to print badges, it’s also a good idea to include preferred pronouns on your form so you can display them on those badges.

Here's an example in Splash:

event accessibility rsvp form

Of course, this isn’t a one-size-fits-all timeline -- make sure you decide your goal and your audience beforehand, and plan your promotions accordingly.


Should you ever receive a request that you’re unfamiliar with, you can simply collaborate with the requesting attendee. There is no shame in asking questions - if anything, it shows that you take accessibility seriously and want your event to be as enjoyable as possible for all who wish to attend.


3. Send an email about accessible transportation options.


In the weeks before your event, whip up an email in the Splash Email Sender that let’s all of your guests know how they can best travel to your event. Within this email, take some time to lay out accessible route options.


Take a look at this example:

4. Disclose any specifics in your pre-event communications.


In terms of accessibility, it’s better to over-communicate. It's extremely important to note the following in your pre-event communications to your attendees:

3. Determine Your Actual Event Investment 

Event Marketing Budget Decisions

• Use of flash photography

• Any sort of strobe lights or flashing images that may cause seizures

• Distinctly amplified sounds/music

• The use of fog machines/any other chemicals or smells that may make your space inaccessible to individuals with Multiple Chemical Sensitivity (MCS) or Idiopathic Environmental Intolerances (IEI)

• Whether or not interpreting services will be provided for various speakers, panels, talks, etc.

• Whether or not you will be providing assistive listening devices for hard of hearing attendees. (Fact: these are fairly inexpensive!)

• Disclose all additional/optional parts of your event. This pertains to social activities off site, recreational activities, and more. If an activity is not fully accessible, communicate those details in advance so individuals living with disabilities can determine their interest and ability to participate.

See how they built it:



Do you have what it takes to leverage event technology? Learn more from Matt Burton in this 20-minute video.

event-team-collaboration-app

Not only is it helpful to quickly solve any issues (and there are always issues), but it’s also helpful to communicate with your team inside the venue on the status of check-ins. Most importantly, alert your sales team that their VIP guests have arrived.

5. Let your speakers know about any special accommodations beforehand.

 

The speakers at your event should know about any special accommodations so they can be prepared. Some accessibility notes to provide speakers may include some of the following:

5. Dos-and-Donts for Not Breaking The Law: Keep Count Of Your Attendee Numbers

The last thing you want to think about is hitting capacity. Because hitting capacity for your event would be a good thing… right?


Unfortunately, not keeping track of the number of attendees, and subsequently, violating fire permit laws, is a common problem for many event planners. Avoid this by using an old-fashioned clicker or the Splash App using the “checked out” status -- that’s key for tracking who’s in and out of the space.


Pro tip: have the fire permit in hand and contract printed out. And have another person keep track of how it feels inside the event, whether it’s hot in the venue or too crowded.


A couple good questions to consider asking the venue manager about the space:


• How many people in the venue makes it feel full?

• How many people makes it feel empty?

• Where can lines form?
• How many people can be at the bar at a time? (A typical drink order takes about 2 minutes. Alleviate bar crowds by having cocktail waitresses holding pre-made drinks.)

• Speak clearly (ideally facing forward without covering your mouth)

• Avoid acronyms and colloquialisms as much as possible

• When addressing someone specifically, ask for his/her/their name and pronouns to confirm

• Specify when you’re finished speaking

• If there is an interpreter, avoid addressing them in a conversation with a hard-of-hearing attendee. Always look at/address the participating attendee.

Bonus Details:

Every single touchpoint in the webinar process is an opportunity to engage with your attendees. Watch Amy and Pete’s full presentation at Webinar World to get more details.

 

Want to know how to throw a killer webinar? We give you easy steps, tips, and tricks on how to do it on Splash.

Timing: Start Door Duty an Hour Before Event

Sure, attendees may arrive late. Sure, you may still be organizing right up until the last minute. But people will begin showing up 25 minutes after starting time, which means, security has to be ready for the flow of arrivals. Some people will also arrive early and if the door isn’t staffed, you don’t want these people sneaking in before it’s time.

Become an advocate

Staff Up: The Golden 1:50 Ratio

To maintain organization, have a 1:50 ratio between the company and guests. This may vary based on how complex the on-site registration is.

Making your event more accessible and inclusive is the first step. It also opens up a space to begin a much-needed conversation around accessible event planning and becoming an advocate.


This may require some thought and work, as it will probably force you to rethink how you typically throw events and do business around your events.


Part of this rethinking might also include reaching out to your attendees both during and after the event to see how things went and if they were comfortable, informed, and able to fully participate. It’s a great idea to get feedback and continue to improve your planning practices around accessibility.


Once you’ve thrown some events with these accessibility tips put to the test, we also encourage you to educate others within your business and within the event planning and marketing community! It’s up to us all to create a conversation around accessibility in order to spread best practices and throw events that are that much more inclusive and, in turn, that much more extraordinary.

Do you have any accessibility best practices from your own events? Let us know in the comments below!

We surveyed event planners and they shared their biggest planning mistakes. See the surprising results.

Veterans know: there is no such thing as too many RSVPs

When I was a rookie planner, I remember being very nervous that there were too many RSVPs and the right people wouldn't get in.

 

As much as the experience at the door matters, remember: a packed event is a good thing. A very good thing. A line makes you look popular, and people don't really mind waiting (if it moves). Much worse than over crowding is UNDER crowding... no one likes an empty room.  And when someone on your team is stressing, tell them to chill. You got this.

author

Ivy Zhao

Ivy is a Marketing Intern at Splash, helping out on all things content and social media. She loves to draw and doodle in her free time, and even created an Instagram (@the_foodler) where she transforms everyday food items into doodles. And as an avid matcha lover, she's always in search of her new favorite spot in the city.

About the Author

Ben Hindman is co-founder and CEO of Splash, the country's fastest-growing event marketing platform that helps businesses and brands more effectively market through their events. An event planner turned tech entrepreneur, events are in Ben’s DNA. Prior to starting Splash, Ben was the Director of Events at Thrillist, where he produced large-scale events from concerts to mystery fly-aways.

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