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How to measure ROI for your Science Webinars

How to measure ROI for your Science Webinars

How do you measure the return on investment (ROI) of your Science webinar? Webinar software, staff time, marketing the event, these all have costs whether it’s a one-off webinar or a webinar series.

Which metrics are worth paying attention to when running science webinars? Well the answer is going to depend on your goals.

Below are 3 common webinar goals:

  1. Build thought leadership
  2. Generate leads
  3. Convert leads to sales

Let’s take a look at each.

WEBINAR GOAL 1:

Build thought leadership through educating X number of prospects on (your subject) by providing expert and actionable insights.

Attendee satisfaction %

What did we do well? What can we improve? Did we meet or hopefully exceed expectations? All these can be answered in a short post event survey.

Retention rate

Did people stay to the end and if not when did they drop off? This data will show what we need to work on and what worked well.

Social media engagement afterwards

Did our attendees continue the conversation on social media? Or were they interested enough in our webinar to check out / follow / like our social pages? Use Facebook Insights to monitor any increases in traffic directly after your webinar.

Increased organic website traffic after broadcast

Similar to above. Seeing an increase in organic traffic after your webinar is a good indication of a successful webinar that has generated more interest in your content. Check out Google Analytics to monitor any increases in traffic directly after your webinar and to see what content has been viewed.

Engagement levels

Did attendees participate in your polls, surveys and Q&A? All are good indicators of an engaged audience.

Repurposing of content

Not necessarily something that is easy to measure but what other content were you able to create from your webinar? Could it be repurposed for a podcast, blogs, social media posts etc.

WEBINAR GOAL 2:

Generate X number of leads for your organisation by (insert date)

Leads per channel

Tells you where your audience found out about your webinar, what messaging persuaded them to register and what media they are using frequently. This data will show you where you focus your efforts and budget for future campaigns.

Registration page traffic to registrations

Did your landing page help increase the number of registrations or did it you get a high drop off rate? Testing with different images, video and messaging can help you to find the most persuasive registration page.

Registrations to attendees

Not everyone who registered will attend your webinar but you clearly want as many too as possible. Make it as easy as possible for those who registered to attend by providing calendar reminders, email reminders and extra resources designed to build anticipation / knowledge around your subject.

Total number of sales qualified leads

How many people were interested enough in what you had to say to complete your calls-to-action. Those who did have shown intent and are more likely to be more qualified leads ready for sales.

WEBINAR GOAL 3:

Convert X number of leads into sales equalling (insert $ amount) by (insert date)

Sales conversion rate

How successful were you at converting qualified leads into sales. Use this calculation to come up with a %:

Leads converted to sales / number of sales qualified leads x 100 =

Revenue contribution from converted leads

What was the value of your conversion? Both the initial $ value and potential future $ value?

Cost of acquisition

How much did you need to invest to acquire these new customers? Work out what worked and reinforce your efforts in this area.

Conclusion

Having a fixation on your goals is vital. If your goal is to educate your audience through thought leadership but you are focusing more on lead generation then chances are that your webinar will not be successful.

The same principle exists if your goal is to generate leads and you don’t focus on clear call-to-actions that will nurture your attendees to become sales qualified leads.

Focus on why you are running the webinar and take it from there…

Are you looking to improve your webinar marketing?

Watch our 2020 webinar: "Using Webinars to Market Science" now on demand

We discuss all aspects of your webinar including:

  • How best to market your webinar
  • Keeping your audience engaged throughout the webinar
  • How to capture and utilise webinar data
  • Advice on platforms, equipment and managing your webinars

Gain valuable and actionable insights to support your webinar marketing.

This session is aimed at Sales and Marketing professionals in Science, Engineering and Healthcare.

Posted by Danny Layzell

After growing up in the Ribble Valley, Danny has spent much of his professional career working in international education on the South Coast of England before moving to Manchester at the end of 2017. Danny has a degree in Politics, a level 6 diploma in Digital Marketing and is working towards becoming a chartered marketer. As well as working in international education, Danny has previously worked as a freelance digital marketer which is where he was first introduced to AZoNetwork. He joined the team in 2020. As well as digital and politics, Danny is passionate about most sports mainly rugby and cricket. He is also a life-long Manchester United fan and more recently became a Dallas Cowboy supporter! Travelling has become a real interest for Danny, and he dreams of travelling alongside the ‘Barmy Army’ (England cricket fans) in the future.  

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