Ah, viewer growth: charming the hearts and minds of online content developers since the early 2000s! Jokes aside, however, having a solid and increasing webinar audience is one of the keys to building a successful brand, since more viewers tend to bring with them more revenue, visibility and even more viewers going forward.
It’s like that rolling snowball thing.
The upside of this naturally exponential growth is that you will reach a point in popularity where your viewership will have sufficient numbers to grow your brand further on its own, which is great.
The downside, unfortunately, is that it will take time to get to that point of self-perpetuation, and this time may be long and hard for you.
It follows that trying to grow your audience fast early on in your webinar’s life cycle is a great way to skip most of this hassle and get to the exponential growth part faster.
But how can you rapidly increase your audience early on? Here are 5 pieces of advice:
There are a lot of webinar developers out there. And, just like in any professional field in the world, they tend to have behavioral clichés and typical practices which come with the job, so to speak.
There are good reasons for the existence of these “shortcuts”: they are simple, effective and tried-and-true.
However, they are also what have come to define the “average” webinar experience for the viewers.
If you build a unique, atypical brand, you will definitely be more noticeable.
Take care not to stray too far into unexplored territory though, or you may see diminishing returns to your efforts. Try to strike a middle course between being different and visible, and incorporating the best practices from the competition, to avoid having to test everything out on yourself first.
Promote On Multiple Platforms
Employ some lateral thinking: there are a lot of potential audience members out there; your task is simply to find them.
Facebook and Google are very sought after because of their generality: they don’t cater to a specific audience.
This makes advertising there a guaranteed source of some viewership, but the results will be very low when compared to other, more specific platforms.
Think about your topic, then check your demographic: where are your future viewers more likely to congregate? Once you have figured it out, invest a portion of your advertising budget to promote on these highly specific platforms.
This will ensure much higher conversion rates if you design your ads and landing pages well.
Call In Authority Figures
This is really an evergreen piece of advice that works for any creator trying to gain visibility: use famous people to sell your product.
It is a bit more sophisticated than that with webinars, though.
The “celebrities” you will want on your side here are influencers and experts in their field, and their collaboration will generally entail their presentation of a part of your conference to your viewers.
Still, the main principle applies: attracting a large audience by leveraging the brand name of these authority figures.
Care For Your Audience
What are your favorite stores? And why? Sure, they may sell great, high quality products (incidentally, extra advice: try to create great, high-quality webinars), but one of the most likely factors in repeated customer interactions is the relationship between the store staff and the customers.
Friendly, open and available staff consistently attracts more customers to their shop.
Try to act similarly: make your viewers feel at home, answer their questions and demonstrate interest in their issues. You will be remembered as a great host, and your audience will be much more likely to recommend you to their friends and colleagues.
Never A Dull Moment
One of the greatest sources of audience drop off in webinars comes from previous viewers not returning for future talks.
Some viewers might not have enjoyed your webinar, and others may not be interested in your next topic, but the vast majority of these non-recurring attendees have a much simpler reason behind their discontinued participation: they completely forgot about you.
Unfortunately, webinars tend to take a long time to develop, especially for small teams.
This means that if you don’t keep audience members up to speed on your development process, many will have moved on by the time you announce your next project.
To avoid having this happen to you, consistently (but not obnoxiously) remind your viewers about your development process.
A great way to do this is by using livestreaming apps for mobile, showing glimpses and previews of your newest project and generating buzz throughout the long weeks of development.
What’s more, these apps are free to use, and won’t take any time away from the main focus of researching and practicing your speech.