Easily Find the Most Engaged Attendees
One of the most powerful natural side effects of using a Webinar for your marketing is that you are able to create all kinds of different segments of your list to market to individually. You've likely heard me talk about sending the right message to the right person at the right time – it's a phrase I use a lot when talking about Infusionsoft. That really comes down to segmenting your list so that your messaging is specific and not generic.
With our GotoWebinar Integration Helper we allow you many powerful ways to segment your list. Then for each of these segments you can create separate and specific email marketing sequences that talk to people only in that one segment. For example, you would want to write your emails differently for people that attended the webinar versus those that didn't attend.
However, with our very advanced GotoWebinar Integration, we allow you to create some very powerful segments that allow you to really grab the cream of the crop from your attendees. Here are just a few ideas you could implement:
- Segment based on whether or not they asked a question – People that have actively engaged on the webinar are much more likely to become buyers. By identifying those that actively participated we allow you to market to them separately.
- Segment for the most active attendees – If you have a very large webinar, you might even want to create a separate segment based upon the length of the questions they asked. We allow you to count the words or characters in their questions and segment based on that length. This is super powerful for very large webinars with a lot of engagement – you can easily filter out the most engaged and target them separately in your marketing.
- Segment based on minutes attended – This can be very useful so that you know if they were on the webinar long enough to see your call to action, for example. Also, for those that stayed on for say 30 minutes or so but not the full webinar, you might want to send them to a shorter summary replay. Clearly they may be turned off by a full hour long event, so maybe you have a shorter option for them?
There are many, many other segmenting options in our GotoWebinar Integration, but those are a couple of ideas that may get your creative juices flowing. The point is that you should always try to think how you can identify small segments of behavioral patterns in your marketing so that you can target them individually and specifically. Doing so is the difference between talking to someone or just talking at a crowd.
Typical email marketing feels like that announcer on a loud speaker at a crowded event. It just creates a message that is loud, non-specific and easily ignored. Targeted, segmented and individualized messaging feels like the concierge that greets you and walks you to your seat, caring enough to ask you about your meal preferences along the way and noting that you have a child with you and politely giving her some crayons and a coloring book.