Scale your Webinar Audience

Follow us on Facebook, Twitter and Instagram Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you for tuning in and welcome to Webinar Days 2024, the annual event for everyone scaling their webinars. If you haven't met me before, hi, everyone. My name is Amelia and I work at 23 as part of the marketing team, but I'm very happy that I will be able to be your host both yesterday and today so we can all come together and learn how we can bring our webinar games to the next level. Webinar Days is organized by 2020. Some of you might know us, some of you might not. Our video and webinar tools are used by marketers from growth companies to the largest enterprises in the world. And I'm very happy that this is the fifth year in a row we are running Webinar Days. The theme for this year is webinars scaled. And that's what we're exploring here. How can we scale our webinars? Why is it important to scale our webinars? What does scaling your webinars mean? What does scaling your webinars even really mean? And what does it mean to you and your organization? My aim is that after these two days, you will feel like you have the inspiration, the knowledge and the tools you need to scale your webinars in 2025. So if you're new, just a quick introduction of the platform. We have this lovely chat to my left here. So please feel free to get to know each other, interact. Ask those questions that you would otherwise ask someone over a cup of coffee. And if you have any questions for our speakers, please use the question feature above the chat. Because we'll be running a little bit of a Q&A session after Lev's talk. So I think let's just get into the session, shall we? Building a sustainable and loyal webinar audience is probably the holy grail of any webinar program. And in this session, we are going to walk you through the essential steps of growing your webinar audience efficiently. And we will also separate some of those myths from facts. What has been proven and what is actionable insights that can really bring your strategy to scale your webinar audience in a meaningful way. So like I mentioned, Lev was a very good speaker. He's been with us in the previous session. So I would really recommend that you catch that on demand if you haven't already seen it. Lev is the founder of Webinar Experts. So yes, he is the webinar expert himself. Webinar Experts is a leading British agency that specializes in live communication and working with global brands to really build their webinar programs and strategies. So Lev, hello. And welcome. And welcome back. Let me see if I can get you up on my screen. Hello. Hi, Lev. Hi. Nice to see you. Nice to see you again. Are you feeling all, you know, warm and stretched out from the previous session? Absolutely. I'm ready. Amazing. I love that. Well, let me know when you are rounding off. And please, audience members, remember to ask those questions because I think this is one of those sessions you are going to want to bring your notepad out. So, welcome. Without further ado, I think the screen is yours, Lev. And let us see what you got. Excellent. Well, I mean, what I've got is this. There's no slides. So, and no pressure. But I hope this is going to be really informative for you guys. And thanks, Emilia, for the introduction. Yeah, in this session I'll cover what we here at Webinar Experts see as one of the main reasons why companies struggle to grow their webinar audience. And then I'll also share seven essential tactics on how you can do this. on how you can begin to grow your webinar attendance. And I also have some tips for you on how to increase audience loyalty, because it's not just about growing an audience, it's also retaining the audience at the end of that. So we'll get into all of that. And if you attended the previous session that Amelia just mentioned, that panel discussion around webinar formats, I think you can use that as really good context as well for what I'm going to share in this session. So there are certain jobs in the world, I think everywhere in the world, that come with certain mandatory things people say. Let me explain what I'm talking about. At least here in the UK, if you get into a taxi, it's almost impossible not to say, hi mate, have you been busy today? Or, you know, when are you on till? Or if you talk to a sort of stand-up comedian, somebody tells you, oh, I do stand-up comedy. Oh, brilliant. Well, tell me a joke. You know, there's certain things people say when they hear that you're working a certain job. And for me, when I talk to people about webinars and I explain to them that I run a, a webinar consultancy and video agency, the first most common question I get is, oh, how do I increase my webinar attendees? You know, how do I increase my, the size of my audience? And it's, it's, it makes sense, right? I mean, we don't want to run webinars just for nobody to show up. We run webinars because we want as large an audience as possible to attend our webinars. And that's, that's why we do them. So to answer the question, how do I grow my webinar audience? We have to understand why isn't, isn't it already as big as you want it to be? Or in other words, why is it too small? What's going on? What's the reason for that? And I think that's probably key to, at least for the first part of this, this, this, this session. And in many cases, not, not all cases, but in many cases, it's because organizers, and I include myself in that, have made a mistake. If, if we did everything right, the audience will be the size we want it to be. And yes, that's not always true, but let's, let's use it as a starting point. So we have to ask the question, you know, what, what is that common mistake that companies make? And, and you know, what, what, how can we resolve that? And the most common mistake people, companies or, or webinar organizers make is to focus on what they want to say rather than what the audience wants to hear. And companies often build webinars around product features and internal communication priorities. We need to say this about, you know, the newly introduced feature or whatever it might be, or very company centric messages. And while that might seem logical as a webinar organizer, of course, we're organizing webinars because we want to talk about particular things. It doesn't always necessarily resonate with the audience we're trying to attract because people who are more interested in their challenges and goals being resolved will attend your webinar. Not those who, you know, not always going to show up to just listen to a product overview. You might, but actually most of the time people come with challenges that they have and that they want answered. So I've, I've been married for 20 years almost. And so my dating days are long over. But my son is now of an age where he's starting to date. And if I can give him one piece of advice is don't talk about yourself all the time. You know, ask your date questions. What are they interested in? What are they like doing? What, you know, what's on their mind? What, what do they want to talk about? Because if you only talk about yourself all the time, then it's going to get really boring for your date. And you know, they might walk out or certainly they're probably not going to be a second date and you can apply the same logic to webinars. You know, if you just talk about yourself all the time, you don't take into account who you're actually talking to, then you're not going to grow that audience. So just bear that in mind. And, and I think in addition to that, there are certain sort of misconceptions, I suppose, in terms of, well, how do we, what's a quick fix to this then? You know, how can I, you know, what is the one thing I can do to grow my audience? And, and there are certain. Yeah. I just want to deal with one is, you know, buying leads. If you, if you want to buy leads that that's great. And that might be right at a certain moment in time. Or perhaps if you want to work with a publishing company who runs webinars professionally, and you buy a certain number of webinars and they come with a certain number of leads attached or attendees attached as well, those are short-term things you can do, but purchase leads or leads that you generate in this way, don't necessarily convert into loyal followers. And, you know, ultimately what you want to try and achieve is building an audience that you own, that, that know you, that engage with you, that you have a rapport with. And those two kind of quick fix hacks don't necessarily fit into what we're trying to achieve here at the moment. So we have to ask the question if these quick fixes then don't work, what is the correct approach to growing a loyal webinar audience? And why is that more effective? And the correct approach is, is a simple one, but it's a profound one. It's you have to serve your audience first and then growth will follow. You have to serve the audience first, they come first, and then the growth will come from that. And instead of thinking about what your company wants to promote, think about what the audience needs and wants. So we're creating this kind of audience first mindset. And then that shifts the focus from selling to serving. And that might seem a little back to front. You, you do want to sell, of course you do. You want to sell, but it's much easier to sell once you have buy-in from your audience, rather than trying to do it the other way around. So why is that approach more effective? It's because ultimately it does a few things. It builds trust, it builds loyalty, and it builds engagement. If you serve the audience first, they will trust you more because you're doing something for them. If you serve the audience first, they become more loyal because, well, you're doing something for them that was really valuable. We'll come back for more and they will engage. And then you engage more as well, because ultimately you're talking their language. You're talking into their challenges, their pain points. So of course they're going to engage, lean forward, and they'll ask questions about it because they want more of that. And because you're consistently trying to solve your audience's pain points and provide value, your audience will then start coming back for more and for more. And you actually build up that loyalty. So people attend webinars because they want that help. They want insight. They want guidance. They don't want a sales pitch. So I think we have to get that right. And sometimes the sales pitch can be very difficult. It's very subtly hidden in the content you're preparing, but actually it's quite obvious. We might think it's well hidden, but the audience is probably smarter than you think. And they will see that. So if you are being more helpful and you are relevant with the content that you provide, you then start to gain mindshare, your audience's mindshare. And with mindshare, ultimately comes market share. That is a natural progression. From mindshare to market share, that happens because the more you're in people's minds, the more they trust you, the more you serve them with value, the more inclined they are to say, I want to work with those people because they help me. So the approach I've described isn't a quick win. It's not a quick fix. It does require sort of consistency and patience over time. But in the long term, it's really the only scalable way to build a loyal and engaged webinar audience rather than going for sort of quick fixes. And in isolation alone, what I've just described, the approach is so powerful that it would grow your webinar audience over time if it only did that. But of course, we want to try and accelerate that. We want to try and get there faster. So I'm going to share with you seven key principles on how you can do that. But first of all, getting a webinar, getting webinar participants faster and keeping them for longer and keeping them coming back for more in the long term is key. in the long term is driven ultimately by two aspects. The first one is your ability to attract an audience. And the second one is your ability to build audience loyalty. So attract and retain. Those two need to be together for you to, in the long term, really build that audience and keep them coming back for more. So these seven essential sort of tactics are, I mean, there are many more, but we sort of distill them into the kind of most essential ones. And I'll go through those one by one, but remember that ideally you will use all of those on the basis of serve first and then grow automatically after that. So the first sort of key tactic I would employ to grow your audience is to be relevant and opportunistic. The content that you create should, of course, be relevant. And there's degrees of relevance. You know, yes, somebody who's interested in the product, you know, product presentation will be relevant. But ultimately, you have to start from what is the audience really after? What is their pain point? What is the challenge? What are they trying to solve and be relevant on that level? Not just on the sort of factual level, but actually on this almost empathetic level of kind of what are they losing sleep over? So be relevant in that sense, but then also be opportunistic with that as well. And what I mean by that is there are certain developments in every place of work, industry sector, that take place that are important. that everybody wants to talk about, everybody needs to talk about. It might be the new regulation, a new law, a new development, whatever it might be. And for the longest time now, for the last two years or so, that topic's been sort of AI. AI is everywhere. So it's not really opportunistic because it's been around for so long. And if you just talked about AI now, nobody would be interested because everybody's saturated with it. But what you can do is if there are certain developments in your industry sector, that applies to, and you can start forming a sort of a message that is relevant, that is of the moment, that is in people's minds, and you can start talking about that. And you can even build that into your webinar plan as you plan for the year ahead and think, well, let's by design, try and be opportunistic three, four times a year, let's keep an eye out for things that we're not just planning part of our communications plan, but actually that where we just are open to having a slot available. And if something happens, we just jump on, bring an expert on and talk about it. Because. If you want to talk about it, then you will attract an audience that you perhaps wouldn't have otherwise had because it's so of the moment. It's so new. It's so such a hot topic. People want to hear about it. So that will help you increase your webinar audience. The second point I want to talk about is to seek collaborations. And we see this often in, in podcasting. Uh, podcasting has, you know, often much less budget available. Uh, so to try and grow an audience is much more difficult and, you know, often podcasters are not. Well-known people. I mean, all the ones we know are probably podcast, you know, with, with famous people, but, um, there are thousands of podcasts out there that, you know, it's just run by somebody like you and me. And so seeking collaborations, bringing in partnering with industry leaders or industry influences or other organizations that operate in your space that aren't, um, aren't competitors, but who you share an audience with is a great way to extend your audience because what happens when you do that kind of collaboration, as you open up your. Target audience to them and they are, they, they open their target audience to you. So instantly you have increased reach. Uh, you also, by having that collaboration, um, are able to benefit from each other's expertise that brings additional trust and insights and so on as well. So you're actually creating a richer piece of content for more people. And ultimately that will bring in more, more, more attendees as well. Uh, the third point then is to get industry specific and yes, your audience, uh, sorry, your, your product or your service offering. Um, you know, it's, it's easy to kind of fall into, this is what it does. You know, this is how it works, but actually it might well serve different target audiences in different industries. It might serve the tech sector. It might serve the financial sector that might serve the, I don't know, personal care sector. Um, and if you start talking about industry specific applications, um, and examples, and perhaps bring in case studies or use cases that becomes much more relevant for the, for the target audience. And actually that. Will provide more value to them. And yes, your target audience per webinar will shrink because it's more targeted, but actually you're becoming, you're creating more value. Um, and because there's more value likelihood is that more people will sign up for that because it's more relevant to them than having a general overview of what you do. And then people still wonder, well, okay, but how does it apply to me? So get industry specific. Uh, the fourth point out of the seven that we're going to cover is run webinar series and cross promote. So what you might be looking at is, is a topic that, um, is really hard to cover. And one hour's webinar, because it's just too much of it. Um, so you can either do try and pull it into one webinar, one, one hour's webinar and get really quickly, which is of no value to anybody, or you can try and, and, you know, cover all of it, but, but fail, you know, there's still plenty of things that are unsaid about it. And then you move on to the next topic. Rather than doing that, why don't you take the big topic and split it into a webinar series and say, well, actually there's so much to talk about here. It might be worth four webinars. It might be worth 20. Who knows? Well, it depends on, on, on how big the, the topic is, but breaking it down like that actually creates not necessarily more work because it's the same topic and the same knowledge is in the same speaker's minds. So actually don't probably need even more speakers either. Um, and they will probably already have the information either in different slide decks or certainly in their minds. Um, and you can start creating this as a series. And the beauty of that then is that actually. You are creating more time for people to think about what you said, if you, if you aren't cramming as much into one webinar, there is more time for people to digest and to process and to think, oh yeah, okay, well that I can see where that you're not already onto the next bit. We actually actually have time to think about it. And also you have time more time to, to talk about it on the, for example, Q and a session and spend more time actually listening to the audience and what they want to know about because they have questions on it. And then as you finished the first one, you say, well, great. If you love this one, why don't you join us in the next one where we talk about same topic from a different angle. And. That's taking place in two or three weeks time. So here's the link. Why don't you register? And then what happens is typically what you would see is the 20, 30, 40% of your live audience will say, yeah, that's great. Yeah. I'll, I'll register for that. And you're already bringing that audience with you into the next session. And then you still have two or three weeks time remaining to promote it. And you can use that time to of course, promote it back to those who haven't yet signed up, who were in session one, but also to try and bring an additional target audience that weren't previously registered into the second session and saying, by the way, this is session two, you can already consume session one and then there'll be session three and four and so on as well. So you're actually reaching a larger audience that way as well. Um, fifth point then is to diversify into languages. And this is, this is, um, an oddly powerful one. We, it's, it's quite easy to kind of fall back into what everybody speaks English. And so let's do it in English. It's the easiest way, um, requires less preparation and I'm sure a target audience audience will be fine with that. And you might be in a large organization that says, actually, we'll do it. And then we have some other, other major languages like French and German and perhaps Spanish as well. We'll cover kind of 80% of whatever, um, that doesn't always work because there will be people who think I'm underserved in my language. I don't really want to listen in English. Um, maybe English isn't good enough. Um, and what we saw with, um, one of our customers is as an example is, um, there was a marketing manager who said, we want to run webinars in Italian for the Italian market. Um, so they started running those. And what we saw happen was it wasn't like the Italian attendees on the English webinar, all of a sudden said, okay, well, I'm going to switch. I'm just going to watch the Italian one. We saw net new attendees into the underserved language webinar. So it wasn't just a switch, you know, same, same audience. It was actually net new audience. And the audience was growing because that target audience was now being served. The other thing that we saw, which was unexpected was the conversion rate from registrants to attendees. Where typically we would expect about, you know, 40% approximately to convert from register into attendance for the underserved local language. That was almost double. It was nearly 80% conversion from registrants to live attendee. And that was, that was a surprise. And it just showed how powerful going into local languages can be as well in growing your audience and actually retaining them. Six point is, um, put your sales and account managers to work. Uh, it's. I think it's safe to say that obviously as marketers, if we're looking at webinar, um, webinars for lead generation, we're generating leads to pass them onto sales. So then we'll qualify them and, and, you know, work them through into part into opportunities and ideally hopefully revenue. So it's a legitimate point to make to say, well, if webinars are being created and produced by, by the, by the marketing team, then sales can contribute to its promotion as well, because ultimately they're the beneficiaries and ultimately obviously the companies. Um, and say, well, we're going to prepare for you a, uh, an email or post, whatever you want with a description, the title of the webinar link, and you can share that with your, um, with the people that you're talking to. And if you think about sales and account managers, they will typically at any given time, probably talk to 20, 30, maybe a hundred, 200 people, um, periodically, and, and they can bring that into conversation and say, well, you know, we spoke recently about topic X. We're now running a webinar on that. Here's a link. I think you might like to attend that. Okay. Okay. Okay. Okay. And think about it a little bit. the word so you're c-level vp level type executives um and the the idea is to similar to what we just talked about with sales and account managers to say um there was a linkedin post prepared for you and you might have to communicate that through the eas i might have to communicate that through the comms team but there's a description the post you know link and we'd love for you to post that and that's not for every webinar that you're organizing it is for key webinars throughout the year so whether that's a product launch webinar whether that's a product roadmap webinar whether it's you know your sort of opportunistic ai equivalent you know we're talking about something really hot at the moment type webinar and then what happens is you know the the executives um will post that on linkedin um and what we will typically see is the so if our cmo posts it then their cmo friends will will see that as well they're much more likely to share or comment on the that post than if the marketing manager of our company posted it there's probably no reason for cmo in a different company to post it so on a peer level it's much more likely that that sharing will take place and then what will happen is when you know the peers have posted or commented on that as well their team will see actually my boss has just posted something or commented or shared on something i should probably comment on that as well or perhaps share it as well um and all of a sudden you see this cascading effect of you know the word sharing and then you see that as well so you know you might post something but it's difficult and then you see that the way it to can use the Use that sparingly um but it's still a very powerful way all differ for depending on on what your situation is it might be the language webinars that are more difficult it might be you know coordinating that with the executives but whatever it is to try and work towards that because taken together those seven tactics will be really strong in increasing your webinar audience now i do want to still cover four points as well to help you now that you've grown your webinar audience to bring um loyalty to that equation as well so to to keep them for longer as well and there's certain things you can do to make um that loyalty increase and and there are many more things you can do but i've sort of distilled them in sort of four highlights the first one is to be consistent and consistency is everything um that doesn't mean that you can't evolve how you run your webinars you don't just because you have to be consistent doesn't mean you can never change um but you should be consistent in how and when you run your webinars your audience will appreciate consistency over a sort of laissez-faire kind of you know ad hoc approach so just for argument's sake imagine running five webinars um in one month and then you run one webinar in the following five months that's not the good audience experience and that will not necessarily build loyalty but if you have consistent output one you able to plan better but actually if you have a sort of monthly cadence of webinars or fortnightly cadence of webinars and it's always on the tuesday and it's always at 2pm then the audience can get used to that and everything that we said before in terms of you know creating value and putting serving the audience first if that all happens and that happens consistently you will have greater loyalty within the audience as well because they know that they appreciate that value they know when it's going to happen again and they will come back for that so um always allow your audience to kind of you know benefit from that by being consistent in how you deliver that and then the second point to kind of increase audience loyalty is is good storytelling um and it's easier to follow i into the habit of presenting factual content on webinars because, you know, let's talk about the product, let's talk about the service offering, and it has to be factual because we deal in facts. But a lot of the time, especially in a B2B setting, that is almost inbuilt in us because that's how we sort of are used to operating. That shouldn't keep you from actually bringing storytelling techniques into how you present those facts. You know, storytelling through story arcs or certain anecdotes that you bring into a presentation can lighten the consumption of that. And it may not always be relevant to all audiences. They might not all appreciate it. But storytelling is naturally innate in us as human beings, and it corresponds well when people are trying to engage audiences in kind of factual settings as well. The third point in terms of how to increase audience loyalty is to get practical with your content. And going back to the topic, of sort of webinar formats that we spoke briefly about earlier, and certainly that we covered in the previous session, it's important that you utilize formats that don't just communicate this factual information we just mentioned, you know, about your products and your services. Wherever possible, try and get as hands on as possible and as practical as possible with your webinar content and your audience. So if you're, if you have a product that can be showcased or demoed, you know, for example, software, then show your audience how it works. Allow them an insight into kind of seeing, you know, what is your product doing in action. And if you don't have a technical kind of software product that you can demo and if it's, you know, different type of service, then bring in people who already benefit from that, customers that already work with that, and they can give a testimony on your behalf and share their insights and their benefits. And ultimately, that makes it more memorable. And it answers many of the audience's questions. If you show the practical, how it works, that will answer questions. And the beautiful thing is it will then also trigger more questions. And the more questions the audience submits, the more insight you get into what they actually think. Because every question is either coming coming from a point of interest or a point of concern. So knowing what that question is and what goes on in the audience's minds allows you to respond better, serve more value, and then ultimately that creates more audience loyalty as well. And then the final point on the, on these kind of four kind of loyalty building. Steps is to ask the audience for preferences and then act on some of those trends. So wherever possible, whether it's through polls during the webinar or whether it's in post event surveys, ask the audience what they're interested in. And it's going back to serving the audience first, not just talking about what you want to talk about, ask them what they're interested in. And ideally, it's not a, it's not a sort of checkbox exercise. It's not a sort of multiple choice. Give them an open text box and say, what do you want us to cover in our next webinar? And people will start telling you. If it's just a checkbox, you're limiting them on terms of the possible answers, but let them be creative and say, well, you know what? You've never, I've never heard you talk about this. Can you talk about that next time? And the more you compile of that information, the more you'll ultimately be able to serve the audience with the content they want, create the value they crave. And ultimately that brings them back for more because that value is important to them. And ultimately that allows them to, to benefit from your content and that will create a more loyal audience for you. So if you remember just one thing from this talk, then I would say, remember that to serve the audience first, the growth will then follow. Putting that sort of focus on, on the company's needs is, is a very important part of the process. You're going to struggle. If you put the focus on the audience's needs, then that's when ultimately you'll build lasting loyalty, kind of higher engagement, and ultimately that's sustainable growth that you're after. And yes, you can try and hack your way to short-term growth in the audience. You can, you can buy leads. You can, you can go through third parties who will put on the webinar for you and bring the audience in. But true growth, the kind that, that lasts, that comes, you know, time and time again. that continues to grow that only comes from that audience first thinking. So serve your audience with relevant, timely, and kind of that industry specific content in language, if possible, be consistent and then successful follow. And companies that embrace that approach, they will be the ones looking back into the two, three years time and thinking, look how much we've grown and it's all our audience is not rented, we own that audience and they like us and they come back for more all the time because of what we build for them. And that's ultimately what I think what we should all aim for. Thank you so much, Lev, for running us through those steps. If I'm not mistaken, was some of this content first also written as a blog post? There is a blog post. Yeah. First serve grow later, I think it's called. Yeah. It's on our website as well. That's definitely. Yeah. So if you're curious to hear more, like revisit or sit with this some of this content. Please visit the blog post webinar experts and you can read a little bit more more about it in your own time. I think I really enjoy your points and actually have a fun anecdote to your tip around like storytelling to really consolidate that, you know, loyalty because we had a speaker on webinar days a while back. His name was Ross Simmons and he was making a point about staying relevant to your audience. And all of a sudden, while while I'm muted behind camera, I think I go to make myself a sandwich because I'm hungry. So I put a little bit of butter on a piece of bread and then I can hear in the webinar room. The Ross Simmons starts talking about butter and I'm thinking to myself, oh, my God, I'm I'm on camera. I didn't I forgot to turn it off. Like what's happening here? Turns out he was just telling a story to exemplify how to be relevant because he was giving a talk. And I think he noticed that the entire audience had a discussion that day about butter. If the butter is supposed to be warm, standing on the kitchen counter or if it's supposed to be cold and then you store it in the fridge. And that was the topic of the entire conference. And it is so funny. But because he put it into a story, I have remembered that moment and that tip of staying relevant since I really thought I was still alive in the webinar room and everyone was seeing me snack. Absolutely. No. So thank you so much for keeping it so specific and concrete. I really think the audience has been out with their notepad. I've seen a couple of questions pop in and I would love to start with the one from Aaron. We have a couple of minutes for some questions. So he is asking how to include CTAs in your webinars without pitching. So create that, you know, call to action, but in a soft way. Any tips or thoughts? Yeah. It's all about. You, the audience needs to almost give you permission to do that. It needs to be okay by them, ideally, for you to be able to ask them to do something. And the way to do that best is to create value first. It's going back to kind of serving the audience first. You know, you do for the audience what they want to hear about, what brings value to them. And the more you do that, the more you create, you know, give yourself permission or they give you permission to say, you know, now that we have all this value. What can we do in return? And that is your CTA. So as long as you during the webinar create value and you know, you don't spend your time pitching already and then follow it up with a CTA pitch is actually create value. And then at the end is like, and by the way, we'd love for you to do this, you know, because it's an entirely different conversation. If you say that and saying, well, you've just had half an hour of you guys listening to us pitching. And now, you know, here's a mini pitch, you know, somewhere else tomorrow, you know, that's not how it works. So build that trust first and then it's okay to ask. Exactly. And another thing we mentioned in the previous session was this about CTAs before the webinar even goes live. You mentioned, you know, asking some questions. What would you like to hear? Do you have any questions for the speakers? Send them in beforehand. Really great way to listen to your audience and make sure that content is, you know, very relevant for them. And I guess if you prep them a little bit, mentally prepare them for the next session. A little bit of action and interaction. Maybe they will also be less surprised about it if you then come with it during and even after a webinar. Yeah, I guess I'm, as a marketer, I'm an idealist in terms of, you know, inbound leads are the best and so on. And it ultimately all comes down to creating value. You know, if you create value and there's companies out there that do brilliantly at this and, you know, the term sort of, or the kind of, you know, HubSpot kind of turned this kind of, I'm sorry, coined the phrase, that's what I'm looking for, around sort of inbound. And it's because they created loads of value. You know, their early blogs and still now the marketing blog, the sales blog was just answer after answer on how to's and this. And it was never related to CRM. It was just anything you could think of. And all this value was there and being created. And then all of a sudden you had these inbound leads flooding into HubSpot. And, you know, it's the same with, you know, the marketing. You can do the same. If you create value and you're known for value, then you can ask things before the webinar. You can tell people, hey, you've signed up for this one. Before we even start, here's a second link for the second part. You know, because if people realize or know, actually, yeah, this is going to be valuable. It's something that they want. You're not asking them for a favor. It provides them with value. So why wouldn't they sign up for it? Yeah. And I think there's a lot to do with human psychology. And I think you're right in what you say of also training your audience to be used to interacting with you. You know, if getting that, practicing those habituals, you know, sending them a survey after the webinar. Do you have any feedback? What are your thoughts? Asking some questions. We're always encouraging. Then your audience also gets used to a certain form of engagement, which I guess would benefit both parties. Absolutely. And it's what you ask and how you ask it, right? I mean, it's. You can do a survey with five questions that serve only yourself, or you can do a survey with three or four questions that serve the audience and one that serves only really you. You know, you're sort of, you know, your question about what's it called? The rate is from one to ten. Would you recommend us? But the rest of it is, you know, what do you want to know more about? What else can we give you that's helpful in your day? You know, those kind of questions that ultimately helps you as an organizer as well, but ultimately provides value to the audience. Exactly. And I have an interesting question from the audience here from Martha, because she is asking for some advice on what advice would you give to speakers who feel overwhelmed by the idea of being on camera in front of a big audience? And this, I want to add a part two to this question, because we're talking a lot about creating content on behalf of the audience, what the audience wants to hear. What happens when the audience is requesting, you know, expert speakers? And then these expert speakers are not trained keynote speakers. They are, you know, introverts. They don't like to be on camera. Maybe it's the CTO, you know, an engineer, someone who's specialist in the product, but not necessarily trained to be on camera. How would you go about some of these challenges? It's a great question, because subject matter experts aren't necessarily always the best speakers and vice versa. You know, the best speakers aren't necessarily always subject matter experts. So it's not uncommon. Typically, the way we would approach it, there's a couple of things you can do. Again, you mentioned sort of psychology there, but certain ways you can make them feel more comfortable, both in terms of the way you communicate the requirements, the way you communicate the process, the time you give to go through all of that. And often what you find is people who are uncomfortable in front of a camera are also people who are quite, in terms of their personal profile, quite compliant. They want to do everything right and correct, and they don't want to be caught out. And, you know, that takes a little bit of time getting used to actually the setting in which you present. But then what we find most effective is to try and pair them up with somebody that they know and trust, that they have a rapport with already, and for them to have a conversation rather than presenting a slide deck or, you know, presenting, you know, perhaps like I did just now for 25 minutes. I don't know, maybe 25, 30 minutes on something. But have a conversation with somebody they trust. And, you know, if it's on a webinar, it's most likely going to be very similar to, you know, a Teams call or Google Meets call, whatever it is, and say, look, that's all we're going to do. You and I are going to talk. You know, there may be an audience, there may not be an audience. Who knows? You know, but let's just have a conversation. And then it's just questions. And, you know, because they're subject matter experts, all that information is in there already. Getting the right kind of information. And then when it comes out, comes through the right questions then ultimately. So that typically is where the kind of the camera shine tends to go away because all they're having is a conversation. That's an excellent tip. I'm sure a lot of people are going to take that into practice. I have time for one more. Erin is asking how, yes, how can organizations leverage social media and email marketing to grow their webinar audience? And I think this is interesting. Do you see social media or email marketing playing a role in that? Is it playing a role in webinars at all or two separate islands? What are your thoughts? No, I mean, email marketing is still the strongest contributor to registrations, without a doubt. And you might say, well, yeah, that's great in practice, in theory, but I don't have a large email database. So I don't need to rely on social media. Fine, fair enough. You know, if there's no email database, then that's not going to provide a huge amount of registrants. But email, sorry, social media is, can be a strong driver. Again, it depends on your following, depends on the subject matter and whether the audience actually uses social media or if it's a different kind of audience or perhaps doesn't. But what we find is very effective. And again, going back to my point, I think that I shared in the previous session is about engaging or learning from social media, like, for example, YouTube and things that are being done by, you know, influencers, by YouTubers that resonate, you know, using a great short clip, video clip with a really strong hook. You know, the first four seconds have got to get you. And if not, you're swiped away. So trying to create promotional video clips, no longer than probably 30 seconds. The first four seconds got to be really cracking, cracking hook to get you in to listen to the rest and then get you to promote it. You know, ideally with subtitles because most people don't listen to video as, you know, as a video. They listen to the audio on their social feeds. So but try and get people visually and audibly in terms of what you say. If you're going to use video and promotion on social media is really effective. And as I say, take some inspiration from the successful YouTubers and how they do it and take, you know, pick and mix your sort of favorite bits that you think will work for your target audience. Yes. Right. Because they have, I mean, they have cracked some code, these influencers. They have gained a following. They have that loyal audience. They have that audience base that, you know, all businesses are dying for. So it gives you gives an excuse to watch loads of Mr. Beast. You know, it's just for research. Exactly. It's part of my job. Exactly. No. Thank you so much for joining us, Lev. Also, for your second session of the day, you deserve a little bit of a snack break. So you can relax and change positions for a little while. But thank you so much for being part of Webinar Days. Your insights have definitely elevated our sessions. And we always appreciate having you on. It's great to be here. Thank you so much. Super. I will see you at our next event, hopefully, if not sooner. Super. And that's not all we have for you in this session. You now had a little bit of alone time with Lev and his inputs. But you might remember that we do have a team that is currently out in the world exploring and interacting with the market. So I have another little surprise for you guys. We have our partner team as well as our head of specialists visiting our partners in Norway. And I think they have a special little check in from us from somewhere in Oslo. So let's tune over to Thijs, Sondre and Nick and see what they have to say. Hi, guys. Hope you're enjoying Webinar Days. We are standing here in cold Norway in front of the Norwegian capital. We've been out meeting some partners, some clients. Any highlights from the days? Yeah, it's been an action-packed day here in Oslo. Flew in early this morning. Had six great meetings with partners and clients alike. Spreading the word of video and webinars, obviously. Trust you guys are really grabbing some great insights back home. I'm for sure going to watch it on demand myself. And I think Thijs is actually going to show you a little bit about what we got in front of us right here. Yeah. We have the Norwegian Parliament behind us. We also have behind you guys Oslo's biggest Christmas market. So if you're not already in your Christmas spirits, we will at least try to get down there and see what Oslo Christmas can be like. But of course, this is all about webinars. And happy to see that, well, even though we're standing out here in the freezing cold Oslo, we're able to check in for webinars. Like the one we're doing now. So super happy to check in with you guys. Yeah. And enjoy the rest of your webinar days. Yeah. And Merry Christmas. Merry Christmas. Bye for now. If that didn't get you into the holiday spirit, I don't know what will. Thank you so much, Thijs, Sandra and Nick, for tuning in. Very nice to see you out in the market and exploring. And I hope the audience can also learn a little bit from this that it's not so much about the holiday spirit. It's not so much about, you know, the four frames that you're in and, you know, the square box. Have fun with your webinars. Bring some energy. Tune in from the world. Get a little bit of live reporting in there and see what happens. Listen to your audience and find out. We still have a couple of minutes left. So I want to squeeze in a very special product tip from Julius. He is going to give the latest product tip 23 has when it comes to personal. So please watch. Yes. Go. You had to have a full set up of people to create videos and share them with others. Now video is available for everyone and running in your browser. All of us have at some point in their lives created video on their digital devices. It's easy. It's convenient. And it makes communication more human and approachable. Getting personal video from someone before you have a meeting, someone following up on a conference call you attended and met them there or reaching out to you in a sales context. If you're getting it on video, we are more inclined to look at something than just getting back to a simple email message. After meeting I had, I can now go in here and also quickly share a case study with the person I had the meeting with. I can just. Go in and use this video, share it to LinkedIn. But most importantly, I can use this video to create a new great video together with it. So now this video will be my canvas for the for the video that I would want to send out. I can I can go in and record a quick intro to that video while I record that intro. I can also. Screen share and talk a little bit about what the company does. So I have all of the recording tools right in here, even with the possibility to have a little script for myself here. Teleprompter style that I can record from easily. So now I just need to press on record and then talk about our meeting from yesterday. So hello, John. Thank you for the great meeting yesterday. It was great talking with you about all of the things that we do and all of the partnerships that we have with different brands here. I wanted to show you a little bit of our web page of how you how you can learn more about the company. And I've also attached a little case from one of our customers here at the end of this video. Looking forward to your response and to hearing how we can help you. So just by this, I've now quickly recorded a video that has an intro that I recorded where I can also easily adjust the setups to just show the camera here to show side by side to just show the screen in the end. And then when I think this is good, I'm able to. Save this video and the videos will then be stitched together. If I want, I could also include one of my colleagues to record the video with me. So it quickly gets to be this collaborative thing where you video recording is not just about one person, but about multiple persons working together. When this video is done uploading, I can see it's on a great lens. I can add a quick business card so it's clear of how I can be contacted and a button for someone to learn more about the company. Finally, when I finish the video, I'll I'll get to share it out to the world. I can share it through email. I can share it through different other tools. I can just copy a link here. But also there's different formats of how you would share your email into different kinds of marketing and sales tools. Besides that, we also offer the possibility in here to create to create personal video campaigns with personal video campaigns. You're able to create channels within channels. You are able to create templates that help you record the same kind of video multiple times after each other and get all of the information about how this particular video performs. Also, with automated video touch points, you're able to automate the process of this through an integration into SAPIER. That gives you the possibility to. To have a trigger for a task to record a video in 23 personal and then automate also the process afterwards. So let's say somebody somebody joins you as a new customer. You could set up a trigger that automatically lets you record a video to send out to them to welcome them as a new customer. So a lot of great possibilities to create great videos together. Work with video. And connect all of the building blocks that you're working with as part of your video strategy together. And that is all we had for session three. But don't worry, because we have one exciting session left for you before we wrap up for webinar days. In just a minute, you will be joined with Lasse Höfeld and Thomas Madsen -Migdell in a session on reflections from a journey scale. And we will be doing some journey scaling webinars starting now at 4 p.m. Central European time. So stay in the room and you'll be redirected. I'll see you there shortly. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Thank you. Thank you.