Pick the Right Metrics and KPIs to Measure the Success of Your Webinar Program

In an ideal world, as marketers, after we host a Webinar, we’d be instantly inundated with a spike in conversion rates and new leads. It would be clear that our efforts had paid off and we would immediately begin planning our next Webinar to repeat the results. But in the real world, our databases and attributions are never as clean as we’d like them to be.

How do we know if a Webinar campaign is successful? How do we know if a Webinar strategy is something we should continue to invest in? At AnyMeeting, we believe the key to hosting a successful Webinar and improve your strategy is only as good as your metrics and Key Performance Indicators (KPIs).

We know there are many blogs and articles out there that discuss Webinar KPIs, so let’s break these KPIs into four categories; Conversion Goals, Engagement, Acceleration and Impact. You may not need to track every statistic or may track a few that aren’t listed below, but choosing the right measures will go a long way into securing the health and growth of your business.

Conversion Goals

Conversion Goals are very straightforward. Ultimately, you will want your Webinar registrants and attendees to perform an action, whether that is signing up for your product (or service), upgrading to a more robust plan or using a specific feature (or service).

Signs Ups / Upgrades

The most common metric measured is the number of sign ups you received for your product, if you are using Webinars as a lead generation tool. It’s important to be able to attribute these conversions to your Webinar. A few options include, providing a promo code through your Webinar, tagging all Webinar registrants in your CRM, or dive into the nitty gritty of first- and last- touch attributions.

Feature Usage

Do you have customers that do not utilize the full capabilities of your product? If so, you may do a Webinar to encourage usages of specific features or services. You may have found that some feature usage leads to a higher Lifetime Value of your customers, so it’s imperative that your customers are aware of everything you have to offer.

When Feature Usage is your goal, isolate attendees of your webinar by tagging them in your CRM or Analytics Tool to analyze their behavior. Then check if there was a spike in usage over 30, 60, and/or 90 days.

Number of Leads

There are numerous ways to categorize your leads. You may be interested in net new names to your database or subscribers to an opt-in list or be more concerned with qualified leads for your marketing or sales teams. Regardless, this is a number you will want to track in both its raw numerical value and in its percent change Webinar-to-Webinar. If you are finding that you are receiving less leads with each new Webinar you may need to improve your Webinars content or adjust your marketing outreach.

Engagement

Registered vs Attended

How many people who registered for your Webinar actually attendee? It may surprise you, but this number is not as critical as you think. However, if your attendance rate is low you will want to make sure you have a strong post-webinar plan. This may include emailing a recording of your Webinar to all of the registrants and making sure that information is available through your blog and other sources. You will also want to make sure that those who registered, but did not attendee, still have an opportunity to interact with you and ask questions.

Without measuring this KPI, you may either be putting too much or too little effort into your Webinar follow-up.

Questions Asked

There is no better indicator that you are providing value to your attendees than lots of questions. This shows that your attendees have learned something new and found your Webinar engaging enough to want to dive deeper and achieve a higher level of clarity.

Pro Tip: If you do not receive questions, have a co-presenter with some prepared questions get the ball rolling. No one likes to be the first person to speak up! You can also use this allotted time to ask additional polling questions of your audience instead of letting the time go to waste and awkwardly ending your Webinar 10 minutes early. Remember, if recording your Webinar to play again at a later date, you will want to make sure you have a smooth ending.

Support/Sales Requests

Though you may not be able to get exact attribution, having an open dialogue with your sales and support teams to see if there is an uptick in tickets or inquiries after you have conducted a webinar. Make sure your internal teams are gathering information from these request to understand what motivated them to reach out.

Acceleration

Length of Sales-Cycle

Forgive the cliche, but time is money. Webinars are a great way to help shorten your sales cycle and to supercharge your customers’ knowledge of your product and it’s value prop. If it generally takes a customer 30 days to decide to purchase or upgrade to a paid service once they become a lead, hosting a webinar within the first 30 days may decrease the time it takes to convert.

Time-to-convert can often be overlooked in favor of new leads, but it can have a tremendous impact on your bottom line.

Pro Tip: Research what triggers your customers to convert and build a webinar around this topic. In AnyMeeting, you can pre-record this webinar to add it to an email drip or host in a monthly cadence so you can continually benefit without frequency becoming a major disturbance.

Cost Per Lead / Acquisition Cost

Along the same lines, is the Acquisition Cost of new customers or leads in your database. To know if you Webinar strategy is successful, it will benefit you to look into any connections between your Webinar costs and other marketing/sales tactics in terms of both raw number of leads/customers and time it takes to convert. If you can speed up your sales cycle, you can spend less money marketing towards your prospects.

Impact

Not all results from hosting a Webinar may be obvious or as tangible as a purchase or the number of people who register for your Webinar. There can also be an overall increase in your business being considered an authority in your field, increase of word of mouth recommendations and brand awareness. Choosing the right KPIs to correlate with this phenomenon is imperative when justifying your Webinar Program to a superior that may only been interested in hard data.

Views of Recordings/Associated Articles on your Website or Social Media

Because you can record your Webinar with AnyMeeting, Your Webinar becomes content that you can use over again or post through a variety of channels. Monitor the engagement of this derivative content, if you see an increase in views, likes and shares you may be building your business’s level of trust.

Registration Link Shares

If you are conducting Webinars regularly, you probably will not have a brand new list of people to share with every time. If your past attendees have enjoyed your Webinar and view you as a trusted authority they are more likely to share the link to your Webinar with a colleague or their professional networks.   

Content Planning

From an internal perspective, Webinars can be a great basis for planning content through the month, quarter or year. Webinars may take a bit more effort to produce than a post on Twitter, but they can fill your content pipeline for months. Look into internal metrics like the number of additional content pieces you were able to create, having publications posted on time, etc. While any conversions as a result may be difficult to tie directly back to your Webinar, it will be clear that your Webinar strategy is important to the overall growth of your business.

Those are just a few of the KPIs you can use to measure the success of your Webinar Program. It’s important to figure out which metrics are the most actionable for you and your team. Metrics shouldn’t be numbers that sit in a spreadsheet, but instead become the inspiration you need to iterate on your program to make them a greater success.

But none of these metrics mean anything if you aren’t hosting Webinars. That’s what we are here for.  Start your 14-day free AnyMeeting trial now to grow your business. AnyMeeting has pioneered small business Webinars by offering a completely free, full-featured, and easy-to-use webinar and web conferencing services tailored for small business users.

On-Demand Webinar: Growth Hacking with Interactive Content

Were you able to attend our last Webinar, Growth Hacking with Interactive Content, with Randy Rayess, Cofounder of OutGrow.co? During the Webinar, we discussed how to apply growth hacking initiatives featuring interactive content such as dynamic surveys, calculators and more.

If you couldn’t attend, don’t worry. We’ve posted this Webinar online to view at your convenience.

Click Here to Watch

We also encourage you to sign up for our next webinar,  “The Best Practice Checklist for Hosting an Effective Webinar,” on May 31st at 11:00 am PT; featuring Ken Molay, founder and president of Webinar Success. Click here to register.

Don’t Miss the Perks of an Annual Upgrade

Did you know that signing up for a Webinar Pro annual plan gives you two months free? Well, this week we are doing something even better for our monthly plan customers who wish to switch over into a yearly plan. Through April 30th, if you upgrade to an annual plan using promo code april3freemo2017 you will receive 3 MONTHS FREE.

But that’s not all. We’ll be reaching out this summer to a few of our annual plan holders (both current and new) to offer our help to improve your webinars to help grow your business and to better understand your Webinar needs and goals.

One Annual Plan Customer will Host a Webinar with AnyMeeting

We’ll work with you to develop a Webinar and jointly host it with you. You will receive access to AnyMeeting’s large audience to host on Webinar on a topic of your choosing to help grow your business.

We will also provide a professional audit of one of your past Webinars and future webinar strategy. Our team will provide a comprehensive list of tips and suggestions to improve your Webinars, we’ll even hop on a call for an hour to share our expertise with you.

Two Additional Annual Plan Customers

We’ll provide two additional customers with a comprehensive review of a past Webinar, including a list of suggestions and call with our experts.

While we can’t work with each of our customers individually to improve the return on your webinars, we look forward to working with those of you that we can!

Don’t miss out on this opportunity to get 3 months free on any Webinar Pro annual plan. Click Here to Upgrade now using promo code april3freemo2017.

 

Webinar Pro-Tip: Host a Pre-Recorded Webinar

There are lots of moving parts to juggle when you host a live Webinar. While we’ve recently compiled a checklist of all of the important things you must do to host a successful Webinar, anything can happen when you click “Go On Air.” Anything like getting a persistent cough or your guest speaker cancelling at the last minute can cause a minor setback. Even though we can’t protect you from all unforeseen circumstances, pre-recording your Webinar is a great way make sure you Webinar runs smoothly.

Pre-Recording Your Webinar with AnyMeeting

Did you know that AnyMeeting’s webinar software allows you to playback MP4 video in HD? This is a great feature to use to share video clips during your webinar; and you can also use this feature to ensure you have a perfect performance or to re-host a previously held Webinar for a new audience.

To host a pre-recorded Webinar you have two options. You can either create an MP4 file using your own video editing software, or host a Webinar using AnyMeeting at your convenience. Then record the Webinar, download it, and upload when you are ready to host the Webinar for an audience using MP4 playback. Both of these options allow you to go back and fix mistakes or improve sections that may need to be tightened or free up internal resources.

Download-Recording
From your AnyMeeting account go to the Recordings tab and click “recording” to download an MP4 file of your Webinar.

Today, most computers and laptops come pre-installed with with great software for basic video editing, either Windows Movie Maker (PC Users) or iMovie (Mac Users) making it easy to make simple edits to your Webinar before hosting a pre-recorded version. Either way you can splice up your Webinar into shorter, digestible pieces to share on your blog, social channels, and website.

If you haven’t used Windows Movie Maker or iMovie before, they’re very easy to use and there are plenty of tutorials available on YouTube to help make you an expert. (Click Here for iMovie Tutorial or Click Here for Windows Movie Maker)

Hosting a Pre-Recorded Webinar

Hosting a pre-recorded webinar will allow you to relax while ensuring your Webinar runs smoothly, though we still recommend including a live element to your Webinar. At AnyMeeting, we like to keep a live introduction and hosting a Live Q&A at the end of your webinar. This will help provide consistency if those who were recorded on the webinar were not able to attend. (If possible, try to have your speakers available in real-time for the Q&A)

You can also mix and match recorded and live elements. If you have a compelling speaker with limited availability, you can have their parts recorded while the rest of the Webinar is live for your other speakers. This may help keep your content up-to-date if there are any references to data or events that are no longer current.

Hosting pre-recorded Webinars may become a vital part of any successful company’s Webinar strategy. With that in mind, we do encourage transparency with your audience. Let them know when you are playing a recording and remind them that a real person is there to engage with them throughout. This can easily be seen as a benefit as it will let your experts personally engage with your audience throughout the webinar, allowing more one-on-one time to get questions answered.

Are ready to host your next webinar? Start your 14-day free trial now to grow your business. AnyMeeting has pioneered small business Webinars by offering a completely free, full-featured, and easy-to-use webinar and web conferencing service tailored for small business users.

March 2017 New Features

Our product and engineering teams have been hard at work in March and we’re rolling some exciting new features for our Webinar 4.0 customers.  Enjoy!

presenter-chat
Private Presenter Chat

Private Presenter Chat – Presenters can now have their very own “backchannel” during a webinar, where they can confidently communicate about the webinar, next steps, feedback, etc.  It makes coordinating webinars with multiple presenters or moderators a breeze!  Notice the different look of this chat tab – basically looks like an Incognito browser!

Private Chat from Attendees – We’ve streamlined the way attendees can ask private questions of presenters.  Attendees are now able to designate if their chat message is private for Presenters, and Presenters can reply back privately to that individual attendee.

private-3

Webinar Performance Report – There’s now a new report that gives you a great high level overview of your attendees.  Read more about it here.

Phone Number added by default to Registration Forms – Since most of our customers are using our webinar software to grow their business, we’re not including the phone number by default on webinar registration forms.  Even better, when receiving notifications that someone has registered for your webinar (also on by default now), the phone number will be included in that email so that you can call them right away.

We hope these new features enhance your AnyMeeting experience and continue to increase the value that you get from our service!

New Feature: Webinar Performance Report

We’re very excited to announce the Webinar Performance Report, which gives you a complete picture of how well your webinar went – from Invitation to Recording.

The Webinar Performance Report is really focused around the people associated with your webinar: those that you’ve invited, those who registered, those who attended and so on.  It shows you everyone who did any of those activities, and which activities they actually did.  In one report you’ll be able to see everyone who participated, the extent of their participation, and some cool new things like their engagement level and social media profiles.

At the top of the report you’ll get a quick breakdown of different aspects of your webinar.  These should be pretty self explanatory.  However, you might be wondering about Webinar Engagement – this is an average of the individual attendee webinar engagement score below.  Here’s a sample mockup of the report:

image2017-3-29_16-25-19.png

Report columns

Name – This column will show you the picture, name, email and phone number (if provided in the registration form) so that you can quickly reach out to this attendee.

Invited – These are people that you’ve invited to your webinar using the AnyMeeting email invitation feature.  If you did your invitations through another platform, this column will show up as mostly blank – no worries.

Registered – These are people that registered using your AnyMeeting registration form

Attended – Clearly, the folks that attended your webinar

Downloaded Handouts – We wanted to call out these folks specifically because they really liked your content and downloaded it.  This will only happen if you Share your presentation materials during the webinar – click here for a quick tutorial on that.

Live Webinar Engagement – This Low / Medium / High metric is simply based on the amount of activity this attendee performed during the webinar.  Based on things like Chat messages, Q&A questions, voting on Polls, using Emojis and Downloading Handouts.  Attendees with a High rating show great engagement with your webinar content.

Watched Recording – These are people who’ve watched your recording.  Once the webinar is over, you will start collecting all new people who just watched the recording and never participated in the live webinar.

Social Profiles – We went ahead and searched the web for their social media profiles just for you!  Click on the appropriate icon to view that social media profile.

We really hope you find this report useful.  We’re working on bringing you more insights into your webinar data, so please let us know if you have any suggestions.  Thanks!

Live Webinar Checklist: Make Your Next Webinar Great

Successful companies hold webinars regularly, but preparing for webinars can be a daunting task if they aren’t part of your regular routine. While setting up a webinar, you may find there are lots of moving parts and it can feel like you are in a circus spinning plates.

You are more likely to forget something important or host a subpar webinar if you don’t commit to dedicating the time and resources to get it right and check off all items on your list. Forgetting a single item on your checklist can cause anxiety, and honestly, we’ve all experience a few snafus.

We’ve recently interviewed Webinar expert, Ken Molay, President of Webinar Success and combined with our own in house expertise; we compiled a Webinar Checklist. We hope this list will aid you in conducting glitch-free and engaging Webinars. To start, at AnyMeeting, we recommend giving yourself at least 30 days to create and prepare for a successful webinar.

“A good webinar requires investment of time and effort. Bad webinars are quicker and easier to do, but is that how you want to present yourself and your company? You wouldn’t throw together a trade show booth at the last minute… why would you spend less on a webinar that hundreds of potential customers will see?”

Ken Molay, President of Webinar Success

One Month Out

  •  Secure speaker & confirm availability
  •  Review your webinar title & description and confirm date & time.
  •  Review your webinar registration/landing page to share with your audience!

Pro Tip: Get this information to your marketing & sales teams ASAP so they can begin talking about your webinar to create buzz and get sign ups. Even if the webinar isn’t completely scripted yet; a few talking points of what to expect will go a long way.

  •  Schedule a time with your webinar team and presenter for a rehearsal.

Pro Tip: Host this rehearsal at least one-week prior to your webinar. It’s imperative to make sure you understand your webinar platform’s controls, discuss introductions and hand-offs, and run through your entire presentation start to finish, especially if there are multiple presenters to adjust time allotments.

  • Create a survey that attendees will receive at the end of the webinar.
  • Send your speaker an outline of your standard webinar format so they know what to expect.

Pro Tip: If hosting a pre-recorded webinar, it’s important to be transparent with your audience. Let them know you are playing a prerecorded Webinar so that you are available to answer questions throughout to offer a better, more engaging experience. Otherwise, your audience will figure it out and will be less likely to engage and may drop..

  • Decide your Goals/KPI. (e.g. are you looking to simply add to your lead funnel and get names for an email list or are you hoping to engage and prove yourself as trusted resource in your industry)
  • Identify all key players and their responsibilities. (Host, Moderators, Presenter, etc)

Pro Tip: For webinars with a large audience, have a dedicated moderator as most technical challenges and questions come during the beginning of a webinar while the Host is doing the introduction. For webinars with a smaller audience these roles can be combined.

  • Complete Slides
  • Ask your speaker to promote your webinar
    • Share registration page through emails and social media posts.
    • Blog post that provides an intro to your topic with a link to your webinar.
    • Have speaker guest blog on other outlets and blogs to get the word out. 

One Week Out

  • Review & finalize slides.
  • Send promotional emails with call-to-action to register for your webinar.
  • Conduct webinar rehearsal, platform walkthrough & technical test.

Pro Tip: This is a good time to reiterate the timing of your transitions and poll questions or any details about the introduction.

Day of Webinar

  • Send final reminders to your audience via social media & email about your webinar.
  • Sign-in 15 minutes early to webinar platform.
  • Once signed in, go over any last minute details while waiting in the “Green Room” before the Webinar begins.
  • Press “Go On Air” to go live to your attendees.
  • Have a great webinar!

After Your Webinar

  • Send a Thank You email to those who had registered and attended your webinar.

Pro Tip: Segment your email list between these two groups. Include both a link to a recording of your webinar as well as a Registration link for your next webinar.

  • Write a summary of your Webinar on your company’s blog including a link to the recorded version.
  • Share the blog summary of your Webinar through your company’s social channels and in your next email newsletter.
  • Repurpose the content of your webinar, poll findings and audience questions to maintain a strong content pipeline.

Hosting a good webinar always comes back to how prepared you were. With this checklist, you should be well on your way to hosting a webinar that’s both engaging and runs smoothly.Ready to host your next webinar? AnyMeeting has pioneered small business offering a completely free, full-featured and easy-to-use webinar and web conferencing service tailored for small business users. Start your 14-day free trial now

On-Demand Webinar: How to Close More Deals Through Webinars

Last week, we hosted an educational, but entertaining talk about how to grow your business by closing deals more effectively using webinars; Andrew Bermudez, CEO & Co-Founder of digsy.ai and Costin Tuculescu, Founder & CEO of AnyMeeting.

If you couldn’t attend, don’t worry. We’ve posted this Webinar online to view at your convenience.

Click Here to Watch

You can also click here to download a transcript of the webinar.

We also encourage you to sign up for our next webinar,  “Creating Compelling Webinars Using Expert Speakers,” on April 6th, 2017 at 11:00 AM (Pacific Time);  featuring Tony Karrer from Aggregage. Learn the tips and tricks to getting top experts to speak on your webinar and attract larger audiences. Click here to register.

On-Demand Webinar: Find Success by Hosting Webinars Regularly

Recently, we hosted a webinar featuring two Webinar experts; Jeremy Koenig, Creative Director of Mobile Cause, and Chris Bechtel, Partner of Growth Engineer Labs based our blog post, “Why Successful Companies Do Webinars Regularly.”

Our experts discussed how you can use webinars to extend your reach, engage customers, improve products, drive lead generation, educate prospects, inspire influencers and boost thought leadership.

If you couldn’t attend, don’t worry. We’ve posted this Webinar online to view at your convenience.

Click Here to Watch

We also encourage you to sign up for our next webinar,  “How to Close More Deals,” on March 22nd at 12:00 pm PT; featuring Andrew Bermudez, CEO & Co-Founder of Digsy.AI and Costin Tuculescu, CEO and Founder of AnyMeeting. Click here to register.

Maintain Customer Engagement Between Webinars by Repurposing your Content

Conducting your webinar is about a lot more than the 45 minutes or hour you spend talking into your laptop’s webcam. Your webinar can be a jumping off point to keep your customers and audience highly engaged until you host your next webinar.

Here are 7 Pro Tips to keep engagement high between webinars by repurposing the content you’ve already created:

  1. Create an Infographic after polling your audience.

During your webinar, poll your audience. By asking a few questions you’ll quickly get enough data to make a short infographic to share on your blog and social channels. Make sure when sharing this data you mention that it came from attendees of a webinar so it is not confused with a scientific poll.

2. Write blog posts expanding on individual sections of your webinar or audience questions.

Each section of your webinar can easily be expanded on. Combine additional information and answers to your audience questions in a series of blog posts. Since you already know that people are engaging on these topics, it’s the easiest thing you can do to fill your content pipeline.

You can also transcribe the entire webinar and post it on your blog. At AnyMeeting we recommend using TranscribeMe!

3. Add registrants to an email nurture that reiterates key points and expands on your positions.

It’s fantastic that those who attended your webinar are already highly engaged. You do not want to let these people fall into the void. Add your attendees and people who registered, but did not show up, into a separate email nurture. Share additional information on the topics presented in the webinar and any other follow up content with them. Your last email in this campaign should be an invite to your next webinar.

4. Pitch yourself and your team as a Thought Leaders

To expand your reach and authority on the discussed topic, use your webinar as a basis to pitch publishers to write (or allow you to guest blog) on their websites. You can also pitch to be a guest on a podcast or speaker at an industry conference or Meetup.

5. Upload your webinar to YouTube, Vimeo or other video platform.

Leverage your webinar by editing a few highlights and sharing them as clips on social video platforms. Short clips cut from your full-length webinar may be highly shareable and help create buzz for your business with very little additional effort.

You can also use these clips to funnel people into your full length recording. With AnyMeeting records can live behind a login screen so this is a great way to collect more leads from past webinars.

6. Beef up your SEO by creating landing pages.

Creating a resource area on your website is a great way to boost your SEO. Take some topics from your webinar and create evergreen landing pages for visitors of your site to find. As a bonus, you will be able to use your webinar as content for SEM, display ad or remarketing campaigns.

7. Upgrade your onboarding and prospect drip campaigns with thought leadership content.

Adding thought leadership content in your prospect or onboarding email nurtures is a great way to keep everyone interested. Using your webinar content to spruce up this content to make it more engaging and share your expertise will only help those now learning about you and your business.

Webinars can be a time consuming endeavor, but their ROI can be exponential if you properly leverage your content by repurposing and introducing it through a variety of channels. By conducting a webinar each month or quarter you will never have to worry about filling your content pipeline.

Ready to host a webinar? AnyMeeting has pioneered small business offering a completely free, full-featured and easy-to-use webinar and web conferencing service tailored for small business users. Start your 14-day free trial now