I produced and moderated a live webinar last week. 1285 engineers registered and 704 attended. This was one of our best attended webinars in the history of the company. Our salespeople were thrilled because the webinar helped establish them as go-to experts in the field. The attendance rate was 55% which is much better than the typical 34% attendance rate of the average webinar.
You are probably wondering what is the secret to a great webinar. I define a great webinar as one where the attendance rate is over 50% at the live broadcast and there is a total attendance of more than 500 people. Imagine if you could get 500+ people from your target market to spend 60 minutes with your experts. Getting anyone to spend 60 minutes of their day with you is an incredible feat!
The secret is actually quite simple and it is as plain as the nose on your face:
Give the audience something they can use.
They can't use features and benefits, information (bragging) about your company, subjective banter, information about your newest product, or anything else about your offering. You think I'm wrong? Go ahead and test it. Run one webinar about one of your products, product line, or service. Then run another webinar sharing useful information they can use to solve a problem or achieve an aspiration. I guarantee you'll see a huge difference in registrations and attendance with the valuable information webinar killing the product based webinar.
The audience can use education about something they find difficult or challenging in their daily lives or vocations. They can use training that improves some task they do on a regular basis. They can use anything that offers them value. If the audience can answer the age old question WIIFM (what's in it for me?) with a positive answer related to your webinar, then you're well on your way to a great webinar.
Naturally, there is a lot more to a successful execution, but the success starts with choosing to share information the audience can use.
As I said, it's really pretty simple.