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6 Ways To Measure The ROI Of Your Webinar

A professionally delivered webinar is an effective tactic for building engagement, providing value, influencing the buyer’s journey, and generating new leads. 

They are one of the smartest tools in the shed, a company must capitalize to expand their network and reach out to prospective clients.

But is it necessary to keep track of your ROI? Of course! It helps to measure your success rate and how to improve it, plus it tells you if the money invested was worth it. 

However, how can you crunch into numbers the feeling of triumph after hosting a successful webinar? It turns out, it’s not as easy as you would think. 

According to most marketers’ webinars are the most difficult when it comes to measuring ROI. A successful webinar can’t be defined because of its subjective nature. 

Therefore, it could mean several different things to different people. So, in order to depict your gain, you need to set trackable goals.

1. Start by defining the goals.

• Self-branding
• Higher audience retention
• Business growth
• Draw in more leads
• Generate awareness

Based on the goals you can decide which metrics to use to help achieve them. 

Let’s dive into the metrics: 

2. Registrations

The foremost KPI is your total number of registrations. This indicates how likely you are to gain leads and generate sales. Make sure to note down where you get them from most. Is it your LinkedIn posts? Social Media? Online campaigns? Thus, if you’re short of participation in your webinar you want to keep a close eye on what you are lacking or need to revisit. 

Besides, make sure to reach out to your attendees after the webinar as a thank you. This will help influence their decision to come back, the closer you get with your audience the more inclined they feel to attend another webinar. 

Also, remember the best days of the week to host a webinar are weekdays. Preferably try to host your webinar on any of these days Tuesdays, Wednesdays, and Thursday because they have the highest registration rates. While weekends have low registration rates so try to avoid Saturdays and Sundays.

Plus, hosting your webinar between 11 am and 2 pm EST garners a large audience. 

3. Audience Engagement 

Did you hear that? Is that laughter? Well, you better hope so because audience engagement is imperative, it gives you a rough idea of how captivating your segment and moderator really is. 

You can host a webinar with hundreds of attendees’ but if they’re not raising questions, answering polls, or have the necessary materials ready, what is the point? Something clearly needs to be fixed. Audience engagement gives you a big advantage, it helps you discover what you are lacking in terms of segmentation and marketing.

Maybe, you need to cut down a segment that did not contribute to the topic in general or you need to use different marketing techniques to appeal to specific types of viewers. 

4. Audience Retention 

Did you start with 500 attendees and end with 150? Or was it the other way round? Your audience retention rate tells you how long did people actually watch your webinar. If you record the actual amount of time people spend on your webinar, you will be able to see a trend. 

Monitoring the retention rate and drop-off mark will indicate where you are going wrong. Maybe try a different approach to engage your audience? Or change the segment you have been running? Sometimes you could be close to hitting the mark but the smallest thing keeps messing it up. 

So, make sure to look into every detail of your webinar to find the problem.

5. Brand Awareness 

Promotion revolves heavily around social media, so you definitely want to keep track of which promotional activity is getting you more recognition and attendees’ especially after hosting your webinar you want to keep track of your social media accounts. 

It’s necessary to see what impression you left on your audience. Have your followers increased? Are you trending on Twitter? Have gained extra shares and likes? This helps to increase your exposure and brand effectiveness. 

6. Attendee Feedback

Truth hurts, but it also helps you develop your current strategy. Nothing is more effective then attendee feedback, you’ll be able to fix every loophole you never knew existed! And you’ll also be able to attend to different needs or specifications you forgot to address. Like, maybe your font was too big, or you didn’t touch a topic deep enough. 

Some platforms let you track attendee behaviour, for example, what kinds of questions they asked or what material they downloaded. This will tell you more about their interest level which will help for the follow-up. It also helps you understand what you need to work on. 

So, make sure to use this feature! 

Cost Per Lead

Another way to find out the success of your webinar would be to look into any links between the cost of your webinar and other marketing/sales tactics in terms of the raw number of clients or leads and the time it takes to convert them. This will also show you how well you are doing in converting your leads.

 Plus, if you manage to speed up your sales cycle you can allocate more money towards your prospective clients instead of marketing and promotion 

Number of Views on The Recording

If you manage to produce evergreen content, you’re golden. But if you manage to gain recurring views on that evergreen content you are more than golden. 

One way to measure the success of your webinar would be to see how many views you have gotten on the recording of your webinar. That is if you decide to record it. 

This happens to be a great way to reach out to more people, keep your content on top of the search engine, and promoting your brand. So look into evergreen content!

Compile. Use. Repeat. 

Your current ROI is just the start! Keep extracting information using KPI’s and strategically plan your next approach to another successful webinar.