How to Increase Webinar Attendee Numbers
By: Damaris Villalva Cruz ⎮ Marketing Manager
At Vision Care Connect we have shifted our focus from in-person seminars to virtual webinars. We want to continue delivering patients the information they need to take that first step to visual freedom while keeping them safe at home. I’m sure many of you have relied on this as well. As a team, we have faced many obstacles during the beginning stages of setting up webinars; from learning how to prepare and set up, to teaching surgeons how to successfully engage with the attendees, and to instructing attendees on accessing the webinar with ease. A large challenge is keeping the momentum and engagement going for each person through the entire duration of the webinar.
Curveball —> You may get a good response and number of RSVPs in the beginning, but it's equally important to keep those RSVPs motivated to attend the event. Many times, people will register for an event 3 weeks away and then forget about it a week later. Which is why it is very important to stay in frequent contact with your RSVPs.
We have focused extensively on learning how to increase that attendee rate. So what prevents people from showing up to your webinar? They may not have had much motivation in the first place, they forgot, life got busy, or they don’t feel like it is as important as what they are doing at the moment.
CHECK OUT THESE WAYS TO INCREASE YOUR WEBINAR ATTENDEE NUMBERS:
Exclusive Offers or Incentives
If you’re going to host a webinar for some type of product/service, there needs to be some kind of incentive for people to attend. Incentives are often the reason people show up to events. In the end, people aren’t going to attend an event without it benefitting them in some way. Keep the motivation high so people have a reason to show up. People can change their mind really quickly with webinars since they do not have to plan so much ahead of time (compared to an in-person seminar where they would have to drive somewhere). Exclusive offers that can only be receive at a webinar gives people a reason to turn up.
Personalization
It can be a little harder to humanize your messages over technology, opposed to communicating in person. We rely so heavily on technology to get us past those first points of contact with the potential patient, through text, email, and phone call, that we struggle to add that human element to our messages that we all crave. Especially now, when most people will have screening or consultations over technology before seeing this patient before their in-office visit.
So how do you create that personal touch?
The most personal you can get via technology is by giving them a call. Have a staff member call to introduce themselves and let them know they will be in touch with them. Ask what interests them about the webinar? Note their answer so when they attend the webinar you can be certain to refer to this when you acknowledge them in the chatbox. If they cannot attend, note why so you can refer to this when you call them for the next webinar. Make it PERSONAL. People want you to get to know them. It is best that the person who is calling attends the webinar so they can connect the dots and greet them when they are at the webinar. It’s also equally important to make your emails and texts as personalized as you can. Make sure that when you are sending emails and text messages, they are addressed to them such as “Dear Amy,”. Let them know that you actually took the time to learn their name and that you are expecting them.
Send Reminders with Value
Calls - ask if they have any questions. Remember to introduce yourself, let them know you will be in touch with them and that you expect them at the webinar. One of the most important questions to ask them during the call is if they have used ZOOM (or the software that you may be using) before. By asking this, it will allow you to send additional instructions to join the webinar or to set a time to personally go over the process with them.
Emails- This is where you will deliver all the information that the attendee needs. Make sure to include the time, date, joining link, instructions, and phone number to reach you. Remember to personalize the email.
Text - Keep it short and simple but include all the information they may need such as when, the time, and the link to join.
Remind, Remind, and Remind Again.
As I mentioned before, people can forget, life gets busy, or they can change their mind really quickly. You must constantly be in contact with them to remind them of the event. At Vision Care Connect, we have found that constant reminders within the last three days before the event is crucial. This includes calls, emails, and texts. On the day of the event make sure to call 1 hour before as a reminder and email 15 minutes before the webinar begins and then text 5 minutes into the webinar. You'll be surprised how many people have an uh-oh moment when they get that text saying you are waiting on them to join. If people have already confirmed that they will show up make sure you follow up with them directly.
These are steps that we have taken to improve our attendee rate. Not everyone will attend your webinar. And amongst those that do not attend, some will be future patients. You must follow up with those that don’t attend and if you will have additional webinars, be sure to invite them. Perhaps the first one that the patient signed up for was not a good time or day. Keep in touch with all RSVPs, offer them exclusive savings and remind them of upcoming online events. This will keep your potential patients engaged and motivated to move forward in their vision journey.