Repeated relationships form the basis of any successful firm’s life cycle. Pareto’s law reinforces this notion: on average, 20% of your clients (your user base, in the case of webinars) will give you 80% of your revenues.
In case your webinars aren’t paid, the relationship still holds: just replace “revenues” with “visibility” or “viewer count”.
Essentially, having a large attendee turnout at your first webinar is great, but only if you can capitalize on the viewers that did attend and get them to come back.
This will allow you to rely on a solid benchmark number of users for future webinars, and it will kick-start word of mouth marketing to further enhance your audience in the future.
So how do you keep your viewers coming back for more? Here are 10 tips to give you a leg up:
Link Topics Together
What advantage do TV series have over movies? They keep you coming back, because what happens in episode 7 is the continuation of what happened in episode 6.
If people liked your webinar, make sure you tell them that there will be a continuation to your discussion, when you will tackle your next topic.
Preview Your Next Presentation
On a similar note, it can sometimes be a good idea to tease your next topic of discussion in the last few minutes before you conclude your current webinar.
Leave your audience with a couple of driving questions which you will address next time.
After all, isn’t that what all schools do? It goes without saying that this tactic should not by any means be used to lock out important potions of your current lecture and to have people wait until the next lesson to find their answers.
Send Targeted Advertising
Users that attended your first lecture all the way through will likely have a higher tolerance to your advertising than new viewers, because they know the quality to expect if they trust that advertising.
This means that targeted ads sent to these users’ contact details will likely prove more successful at getting them to come back.
Don’t exaggerate though: you may frustrate them to the point of not wanting to come back because of the ads! Butchering your Pareto Core is never a good idea.
Implement A Discounts For Repeated Viewing
This strategy will, of course, only work for paid webinars. You could even offer a progressive discount if the user attends multiple webinars in a row, in order to encourage customer loyalty.
Get Authority Figures To Come Speak At Your Webinar
Taking a cue from universities the world over, having prominent speakers at your conferences always helps increase audience numbers.
Previous attendees will rush back, and new users will be attracted too. Of course, getting an influencer may be difficult or costly, but such is the price of fame.
Have A Friendly And Engaging Moderator
As the ongoing link between your presentation and your audience, the moderator has his work cut out for him when it comes to making attendees feel at ease.
If he’s good at responding to the issues your viewers may have, the users will begin considering your webinars in a friendly and positive light- which will make repeated attendance much simpler.
Encourage Viewers To Ask Questions, And Answer Them
If your webinars are a dialogue between you and your audience instead of a monologue, attendees will generally be much more responsive and active.
They will likely have a better time, and come back more often for more thought-provoking conversations.
Link Your Talks To Current World Issues
This falls into the old adage of “being relevant”.
If you tackle concrete, real world issues in your talks, while retaining an official and technical viewpoint on things, you will be on the right track to becoming an authority figure yourself. People are much more invested in topics that can affect their day-to-day. If you can find a way to connect your theoretical framework with this, you’ll have a lot of viewers coming back for more.
A relatively new tool in the social game, livestreaming allows you to send live footage of anything you may be doing when you press the “stream” button.
This can be useful for advertising, as it will allows you to send viewers sneak peeks to your next topic’s development process- giving them an appetizer in the process.
Go Through The Same Channels You Used The First Time
Hey, if it worked earlier…When all else fails, keep in mind the strategy you used to gain users the first time around, and try to replicate it.
It should help you at least to keep the users you gained earlier, and perhaps to enlarge your audience pool to people with similar tastes, but that for any reason were not reached in your earlier webinar.