Get data, get personal with your data
22 June 2021 - 5 min
Data is the new gold. Knowledge is Power. Get Data, Get Personal.
You probably already read these one-liners many times and maybe you review your data already and you take action on the data that you received.
With webinars you can collect a lot of interesting data, which you can use to your advantage. In this blog you can read some tips and tricks and learn how to get the most out of your webinars.
When you are using WebinarGeek for your webinars, then you are collecting a lot of data without doing anything special. You can see who is attending your webinars and who is not, you can see who is watching ‘live’ and who rather watches the replay, you can see who watched the whole webinar and who gave up after a certain time and so there are many other things that you can learn and use together some interesting insights.
How to collect webinar data
But you want to take this to the next level. One of the biggest improvements when it comes to collecting data, is to use multiple interactions like polls, call to actions and quizzes. With these interactions, the participants themselves will give you data that can be used later or during the webinar.
You can also add more registration fields, so that the subscribers to your webinar already provide you with more information. Make sure that you do not go overboard with the amount of registration fields, because that might result in less subscribers. Besides the default ‘First name’ and ‘email address’ field we suggest adding one, two or three extra fields. For example: phone number, subjects that they would like to see in the webinar and country (or company name if you have a local based organisation).
Rate the data from your webinar
After the webinar has ended it is time to analyse the data and see what kind of interesting groups you can create. One of the best things to do is to create a spreadsheet and add some extra information about the companies that visited your webinar. Even if you did not ask for a company name, people probably still used their work-related email address, which contains the company name. With this information you can probably find out what kind of company it is, what the size of the company is and you can decide if this company is a good fit for your product or service.
By doing this you can filter on answers that people filled in on your interactions and see if some of your attendees have things in common. This is very interesting, because with this you can create segments. For example: people working at companies with more than 100 employees, which all preferred subject A above subject B.
Integrate with other tools or use an old-fashioned spreadsheet to manage webinar data
The best way to handle all the data from your webinars is to integrate WebinarGeek with a CRM or other system where you are managing all your contacts. Is your company not ready to use such a system yet? No problem, a spreadsheet will also do, it just takes a bit more effort to automate all your marketing flows.
Spread the tags
Make sure that you create tags that you can give to all the contacts which have crossed your webinar. Creating tags is very important and very personal. Make sure that you have enough tags and make sure that you know exactly what a certain tag stands for. It works very well for us to create a document where you describe exactly what a tag stands for. No one is going to remember what the tag means after a couple of months/years.
If you are using a spreadsheet, then just add some columns with ‘checkboxes’ in your spreadsheet, where every tag takes up one column. And use comments to write down what that tag stands for.
When you have spread the tags all across your contacts, then you can start creating segments. Segment a group of people who have multiple things in common. For example: people with tag X and companies located in the Country NL.
With these segments you can already create very specific small personal messages and even communicate with people in their native language. Sounds awesome right?
Marketing tools and other possibilities
Using tags and segments is possible in most marketing tools (like ActiveCampaign, Mailchimp, Hubspot). You can find a complete list of all our integrations on this page.
Did you not find your favorite tool? No worries! We have more than 3000 tools that you can integrate with Zapier and Zoho. Good chance your tool is part of this collection.
Start small, think big
The possibilities are endless when it comes to personalising your automated communication. The best thing to do is to define the most interesting groups and start with them, because those are exactly the groups that might benefit you the most.
Personal follow up mails
The channels that you are going to personalise are totally up to you. The most common way is to use personalised automated emails, since that feels very personal to the receiver and email is still the cheapest and most effective marketing channel there is.
In WebinarGeek you can send follow up mails. Those mails are sent after the webinar has ended. You can personalise the mails with the first name and the other registration fields that subscribers filled in. You can also send a different email to people who have actually watched your webinar and people who did not show up during the webinar.
A great example that we advise everyone to do, is to tell the attendees that watched the webinar to subscribe for the next webinar with a similar but different topic. And send another email to the people who did not watch the webinar, with a registration link to the next time that you are going to host the same webinar.
Personal offers & discounts
Another step into personalising your automated marketing communication is creating personal offers and discounts. You might have a segment that you really want to become a paying customer or get further through your marketing funnel.
With certain tools (like Intercom) you can target an exclusive group that will receive a banner, chat message or notification. Just imagine how it will look like when your website gets a bit more personal because they watched your webinar. That will for sure surprise your management! ;-)
Personal remarketing on social networks
It can ofcourse happen that the people who have attended your webinar will not visit your website anytime soon. Why not reach out to them on social media? With Facebook, Instagram and Linkedin you can upload a group of contacts that you exactly want to advertise on. This is a way of retarget marketing that is next level. Make sure that you are going to try it out, it will definitely be an eye opener!
I hope that this article will inspire you and help you to get more out of your webinar marketing. If you have any questions, feel free to send us a message!
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