Webinars Don’t Have to Suck: Lessons Learned from Our First Niche Webinar



The Grand Poobah, Carl Landau, co-hosting his first webinar!

The Grand Poobah, Carl Landau, co-hosting his first webinar!

We recently co-hosted with WebAttract our first-ever Niche webinar: “The Perfect Webinar – How Niche Publishers Can Make Serious Money, Build Audience, Inform, and Entertain (or, Why Webinars Don’t Have to Suck).”

Mike Agron from Webattract and Carl Landau from Niche Media taught our publishing audience why webinars rank as a top content marketing tactic, the role of webinars for niche publishers, how to produce and deliver successful webinars. We even discussed pricing, supercharging sponsors and ROI. (Okay, Mike really did all the heavy lifting.) You can view a recording of the webinar here.

So, how did it all go, and what were the takeaways for our next webinar?

First let’s check in with Carl, the total Webinar Rookie:

What did WE learn from holding our first Niche webinar?

“I was surprised by how many people registered for the webinar – over 350! We only sent out 2 email efforts promoting it. This goes to show that a focused webinar that promises practical information can really catch attention.

I’ve always heard the national benchmark is that only 30 – 40% of the registrants actually tune in to the live webinar. 52% of the registrants listened to our webinar live and 96% of those people were still listening in at the start of the closing Q&A period. Again, we tried to keep it lively, keep it useful, and keep it relevant so we wouldn’t lose people.

The polling questions were a great way to see if attendees are actually listening and learn what they are thinking—Over 50% of the attendees participated in the three polls. I think it also keeps them feeling engaged, not just sitting at a desk trying not to multitask. I was also astonished that the average listener stayed on for 52 minutes!

What would you do differently?

“The suggestions by attendees were spot-on and very helpful. It took too long to get into the meat of the presentation, about 11 minutes. That was mostly my fault. I did a 4-minute welcome that I would make 30 seconds next time. We also spent too much time on case studies – next time I would shorten the case studies a bit and offer more Q & A. We had dozens of live questions and we only got to 4 of them!

Also, there is much more production set up and testing than I ever imagined. I was just lucky to work with a true pro like Mike who walked me through the whole thing and did all the heavy lifting.”

Now let’s see what Mike, as a seasoned pro, took away from the Niche Webinar Experience:

Where there any unexpected surprises for you?

 “I was pleasantly surprised by the great turnout of niche publishers that both registered and attended, as it validated in my mind that as a “webinar guy”, I’m not alone in my notion that there’s a tremendous potential for this group to add webinars as part of their integrated marketing strategy.

I was somewhat surprised by the distribution of media types from B2B (42%) , B2C (22%), Combination of B2B and B2C (15%), as well as Associations (11%) and others (10%) that signed up for the event.  It tended to validate what Carl was saying about the importance of niche publications having a digital marketing strategy.

What are a couple of things niche publishers could do to improve upon their own webinars?

“ As I mentioned during my closing comments, take a good look at their industry and segments, and identify the top changes or market disruptions they and their audience are dealing with, and then look to their current or prospective advertisers, and see which of them have the “thought leadership.” And look at customers who have a great story to tell via a webinar about how they solved a vexing challenge that produced better outcomes or results. This applies to B2B, B2C and Association magazines.

Once this has been determined, begin to negotiate with the sponsor to set some goals, outcomes and success factors to produce a webinar and develop a work plan identifying all of the phases (acts) to cover the entire life cycle of what needs to be done before, during and after the webinar.

Then determine if they have the in-house resources, or do they want to outsource the entire production, or portions of it to produce, deliver and host a webinar that will meet or exceed their commercial outcomes as well as delight their audiences, and get to work.”

Do we plan to do more webinars in the future? With these kinds of results, we’d be crazy not to!

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More about Mike:  Mike Agron, WebAttract’s Webinar Demand Generation Expert, would be happy to talk to you. If you are interested in a complimentary consultation and to learn more about sponsored webinars, contact Mike at mike@webattract.com or 916-804-4703.

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To our delight, 23% of the webinar attendees requested more info about our upcoming Conference:

Niche Digital Conference in Nashville October 1 – October 2. It’s super targeted for niche publishers that want to generate more revenue. Don’t forget the BIG discount deadline is tomorrow, THURSDAY, July 18th.

Register here.

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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau – Niche Media’s Grand Poobah – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com  Check it out!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

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