Just because you’ve finished broadcasting your webinar, it doesn’t mean it’s over. After all, it takes a bit of work to get a webinar off the ground so it’s important to make the most of the valuable content you’ve created.
That means both interrogating the data you’ve collected before, during and after your event, maximising after-event viewing and using the content in the webinar itself to enrich your marketing activities.
Here are a few important things you should do after you’ve wrapped up your event.
Your webinar technology provider should be able to provide a range of reports and other data that will help you to measure the success of your event, and find out how to improve future events.
- Registration and attendance
Statistics on how many people registered to attend your webinar, how many actually attended and how long they stayed, can provide meaningful information on the success of your event, as well as the level of engagement throughout. If you had a large number of registrants that didn’t attend, it may be time to revisit the timing of your live stream or the content of your reminder email, including the information you provided on how to login and use the technology to access your event.
On the other hand, if you had a lot of people leaving early, review your opening segments and make sure your presenter is capturing the attention of your audience from the get-go. Make sure the statistics include entry and exit times, attendee location and IP addresses, which will provide more insights.
- Polling reports
Live polls are one of the best ways to make your webinar more interactive while gathering valuable information about your attendees. The advantage of polls is that they are quick and easy to manage so you can hold them throughout your webinar and it’s easy for everyone to get involved, so response rates are generally very high.
The downside is that because polls are usually multiple choice, the information you can gather is often more general, but you may also be able to include a free text field that enables attendees to complement the main response options with additional information of their own. If you have a large audience registered to attend, take the opportunity to collect some information that may inform the event or even provide the basis of new content after your webinar.
- In-room surveys
In-room surveys are a great way to increase your response rates and capture instantaneous feedback — especially because you can hold them during and immediately after your event when your webinar is fresh in your audience’s mind. We generally recommend launching an in-room survey around five minutes before the conclusion of your event.
The best webinar providers let you launch surveys within the platform itself and full results can be exported after the event. You can also create these surveys ahead of time. You can use a survey to gather feedback about the event, your topic and your presenters, as well as asking your audience about other topics they’d like to explore, which can be great research for your next event.
- Question and answer sessions
Download a transcript of all the questions submitted during your event. If you couldn’t get to all of them, consider responding to attendees privately. Or, you can filter the most commonly asked questions and use these to create future webinar topics. The Chat feature in your webinar platform is a great way to let attendees elaborate on a certain topic.
Pay attention to the conversation in your chat, and what your participants are saying. You can use a Q&A at the end of your event to identify any relevant issues your audience might have, and how you may be able to assist them. Look at the individuals who asked a question and score them highly in your lead qualification program if they match your target persona. Webinar platforms such as Redback Connect let you export the entire transcript of your chat box within 24 hours of the end of your event.
The value of on-demand
It’s important to build on the engagement you generate during your event by touching base with all attendees and registrants, whether they attended or not, following your webinar. A great way to do this is by sending them a recording of the event or directing them to where you’re hosting the on-demand version.
The rise and rise of subscription television offerings such as Netflix illustrate how popular on-demand content can be.
According to our 2020 State of Webinar Marketing Report, three in four webinar organisers now always make their webinars available on-demand. Remember. not everyone will be able to watch your webinar live, and not everyone will want to.
On-demand content enables you to:
- Broaden your audience reach
- Use webinars for content nurturing
- Increase ROI
- Edit the live event if required.
To maximise the possible audience, we recommend you host your event on-demand online for at least a year — longer if the content is evergreen.
Choose whether you would like to host your webinar recording on-demand on your own web pages or social media sites (or both), or utilise a dedicated hosting service to do it for you.
When sending a recording of the event and any other relevant information and documents to your registrants, do so within 48 hours if possible, to capitalise on their interest in the topic. Include your webinar recording, a PDF of any presentations and any other supporting documentation or calls to action.
You can also alert everyone to any additional upcoming events, as well as recordings of previous webinars or other relevant gated content.
Extend the life of your Webinar
Making your webinar available on-demand is not the only way to extend the life of your content.
We recommend making your webinars an inherent part of your broader marketing program, rather than a separate initiative, because this makes it much easier to incorporate your webinar content into your overall marketing activities.
- Create a series: If your webinar is part of a sequence of digital events that are linked to each other, consider packaging them into a series or a course.
- Video segments: If you’ve structured your online event well, you should be able to break it down into defined segments of up to 10 minutes in length that can be utilised in your marketing activities. For example, highlights from a speaker’s presentation (or the whole presentation if time permits), a multi-presenter discussion or panel debate on a particular topic, or a Q&A session could all be edited into separate video segments — all you need to do is add a short introduction and some opening and closing slides.
- Transcript: If your webinar provider offers this service, obtain a transcript of your live event and make it available online. Not only can it improve your SEO, it’s an easy entry point for anyone looking for a specific part of the event or who doesn’t have the time or inclination to watch the whole event.
- Write a blog: Every webinar should be complemented by at least one blog, which should either summarise the key points from your event or focus on a particular angle or issue raised. Blogs are also a great way to highlight the solution you’ve proposed to a problem and provide your presenters with an additional opportunity to promote their input, so don’t forget to send it to your presenters, sponsors and other relevant stakeholders and ask if they’ll share it on their social channels.
- Create an infographic: Condense your event down into some important points, and create an infographic, which is an effective, engaging way to share information. There are lots of free or low-cost, easy-to-use applications available to create infographics, including Canva, Venngage and Piktochart.
- Create some social tiles: Social tiles are a simple way to share highlights from your event. Consider presenter slides or infographics you’ve already used in your event. Inspirational quotes or key points also make great social tiles and you can use them to promote both your on-demand event content and other relevant collateral.
- Turn it into an ebook: While it will take more work than creating a social tile or infographic, creating an ebook or white paper can be a great way to cover a lot of information and add a substantial resource to your marketing collateral.
- Share your slide deck: Get more mileage out of your slide decks by posting them on relevant content-sharing platforms and forums. Just remove anything that’s not relevant such as housekeeping details and webinar platform instructions, and voilà, you’ve created another piece of content.
- Make it a podcast: Listen to the audio from your webinar and you might find that it makes a great podcast. We find podcasts work particularly well for single-speaker events or one-to-one Q&A formats.
One of the key advantages of webinars is that they can continue to engage your prospective clients for a considerable time after you’ve wrapped up your actual event.
So tick these boxes after your webinar wraps and you may find that your content takes on a life of its own.