Once you’ve fine tuned your messaging and ATTRACTED your audience, the next challenge in the webinar triad is ENGAGING them by delivering on what you promised they’d learn from the invitation. Engagement is extremely critical, as not only does this reflect on their interest and value they are receiving from the webinar, it’s also your opportunity to inspire them, so they’ll want to have a conversation with you “after the webinar”. Until you have a conversation, you can’t determine who to CONVERT from being a prospect to becoming an advocate and customer for your offerings.
A recent Adobe Connect blog post by Sr. Product Marketing Manager Shelby Britton, really zeroes in on what makes a webinar highly enaging, as well as lay out the criteria for those that don’t engage. She drills down into data collected from overall engagement scores from webinars they conducted in the past 12 months and presents a very compelling analysis.
For me, having a methodology, best practices, and metrics are an essential predictor to measuring webinar performance, before, during and after the webinar. Shelby has done her homework on the metrics portion, and I am excited to share this post with all of you by clicking here.
I’m also a big fan of metrics, and have been collecting critical data points across the hundreds of webinars we’ve produced. As a result, there are 6 key metrics that are definitive predictors of what type of commercial outcomes you can expect from a demand gen webinar. To learn more, about these 6 key metrics and how they can impact your webinar outcomes, check out these additional complimentary resources: “WebinarReady – A Step-by-Step Guide to Hosting Successful Webianrs”, and on SlideShare “6 Key Metrics That Impact Webinar Peformance”.
Here’s to your webinar success!
Mike Agron