How immersed in the webinar world are you?
Maybe you’re among 90% of content marketers hosting at least one weekly webinar. Or are you in the 2% hosting as many as four per week?
Either way, that’s an incredible demand on a content marketing team with all the social media, email, and blogs they’re still producing weekly. Webinars take time to produce, and more than ever, marketing teams are asked to prove program ROI.
And it begs the question: What are you doing with all of that webinar data?
Read on for three strategies for getting the most out of your webinar data to help you use your webinar analytics to make data-driven decisions that will prove ROI for your programs.
What is webinar analytics?
Webinar analytics are the bits of data collected from the webinar that provides a snapshot of your webinar’s success. It’s everything from the number of registrants to the time people spend within the presentation.
You need to know what webinar data to track to create better webinars and improve your content. And being able to interpret your webinar analytics is essential for creating better webinars and improving your content.
What can webinar analytics tell you?
The webinar data tells the story of your attendees’ actions before, during, and after your webinar.
Understanding your audience to predict their journey along your sales funnel or playground is essential. Your webinar data can share who your new leads, existing leads, new audience members, and existing audience members are.
Who from your audience had your webinar going as background noise as they were making lunch and watching TikToks, and who was in the chats asking questions and interacting with the others?
More modern webinar products share engagement data to show where content achieved active engagement and energized your audience. With this feature, you can calculate engagement by gauging attendees’ emoji usage, chat comments, or celebratory tossing of virtual confetti.
On the flip side, a dropoff in activity tells you where content didn’t hit for them. While looking at this data, determine how long your attendees stayed. Did they check out near the beginning, or did they hang with you to the very end?
Registration to attendance rates
How excited are people to attend your webinar? You can learn a lot about the effectiveness of your pre-webinar marketing by looking at your registrant-to-attendee rates. The higher the rate, the better your pre-webinar campaign was.
Were you selling something in your webinar? Look at your conversion rates to see what percentage of your webinar attendees bought. Then, apply the data to target future advertising initiatives.
Now that you know what webinar analytics can tell you, here are three strategies for making the most of your webinar data.
3 Ideas for using webinar analytics to make data-driven decisions
Many of the standard webinar products used today provide only surface-level data about registrants, attendees, and the time attended.
But webinar data is more than just a bunch of numbers — it’s a valuable resource for uncovering insights about your attendees, their behaviors, and what resonated with them throughout the webinar.
Here are three ideas for using your webinar analytics to make data-driven decisions:
1. Repurpose webinar content across other channels
Put all of that valuable content to use instead of letting it gather dust in the dark filing cabinets of the internet. When looking at your engagement data, jot down the interesting stories, quotes, or anecdotes that resonated with your audience the most. Use content that had a lot of engagement to create these marketing materials:
- Blog articles that explain how to use the content learned in the webinar
- Content from multiple webinars into white papers or ebooks
- Webinar library for community members to access
- Snackable bits to share across social media
- Opportunities for thought leadership
If you find any exciting takeaways in your webinar data, create content that centers on the unique insights that your data reveal and position yourself as an expert in the field.
2. Use your webinar’s wins and losses to create a better webinar
The data from your recent webinar takes the guesswork out of creating content for your next webinar.
For example, SentiSum Community Manager, Bryony Mulkern, created the Support Insights Podcast so SentiSum’s customer-centric community could learn how to focus on their customers. While developing her webinar series, Briony analyzed her webinar’s engagement levels and asked these three questions to inform planning for her future webinars:
- Where were people most engaged?
- What content was shared, and how was it shared at the time of highest engagement?
- How was the audience reacting to the content?
Once you have answered those questions, use that knowledge to find improvement opportunities and potential content ideas to explore during future webinars. Then, you can use the data to look for other areas to improve, such as pre-webinar marketing or post-webinar follow-up.
3. Use webinar data for follow-up that moves the needle
Your webinar is over, but audience retention is just beginning. Now is the time to use your webinar data to create personalized campaigns, offers, or invitations that cater to each individual’s needs.
By segmenting your webinar attendees, you can customize your follow-up emails to drive leads deeper into your sales funnel by referring to the specific topics they interacted with the most during the webinar.
For example, if you shared a larger piece of content during your webinar, follow up with those who interacted with that content by offering additional, more in-depth resources related to the topic.
Aside from continuing to send value-packed content after your webinar is over, here are other ways to delight your attendees:
- Ask your least-engaged attendees for feedback on how to improve.
- Give shoutouts to the most engaged attendees in a follow-up email.
- Reward the most active attendees with swag or freebies.
- Use engagement scores to feed into your lead scores.
Soon, you will be able to export all the engagement data described above to your customer relationship management (CRM) software from Session. Stay tuned!
Unlock the power of webinar analytics
Webinar analytics provide valuable insights that can help optimize your webinar content, engage with your attendees in meaningful ways, and drive better outcomes from your webinars. Clever use of this data can create more engaging webinar experiences.
Hopin Session can help you unlock the power of webinar analytics and create more meaningful webinar experiences. And soon, Session is adding CRM integrations to make meeting your goals even easier.
See how simple it is to get access to these powerful insights:
Start unlocking the power of webinar analytics by signing up for Hopin Session today.