playbook for channel owners. Content Send automated s with minimal effort. Audience Engage your audience at the right times

Transcription

1 BrightTALK playbook for channel owners Content Send automated s with minimal effort Audience Engage your audience at the right times Revenue Enable smarter sales conversations

2 at a glance Why you should take advantage Click rate If you could do one thing now... Weekly s Promote your new and recent content to audiences in your channel and across BrightTALK Varies Make sure weekly s are turned on in your channel. If that s already the case, check that your channel is tagged into a BrightTALK community. Yes again? You're all set! Registration confirmations Offer a link to save the time on viewers' calendars and related recommendations >10% Make sure you're using the most up-to-date versions by switching to the system templates and then adding in any custom elements. Pre-event reminders Create a stickier experience with your content and compel your audience to revisit your channel eekly 10-20% ail If attendee networking is enabled in your channel, use this opportunity to draw your attendees in prior to the live event. Using social as a hook creates a powerful teaser that audiences respond well to. Starting now reminders Responsible for over half of all live viewings on BrightTALK 35-45% Include a prominent call to action button (ex: "Join the live presentation"); or use the system templates for the most optimized version, which takes care of the details. Follow ups for attendees Re-engage your audience while your content is fresh in their minds ekly >10% ail Turn these s on in your channel today and get over 10% of your audience re-engaging right away! If that s already the case, use attachments in your future presentations - they will be featured in s. Follow ups for pre-registrants who missed Bring on-demand viewers; 60% of webinar viewings happen in the 24 hours after the live time 25% Use tags ${webcast_attachments} and ${channel_webcasts} to update your customized versions, or switch to the system templates for the most up-to-date version. Webinar re-scheduled, canceled or rerun Alert your audience about changes to upcoming webinars they've registered to attend eekly 10-20% ail Use tags ${add_calendar_attachment} and ${channel_webcasts} to get users to save the new times to their calendars and consider other content, or switch to the system templates for up-to-date versions. Note: Turning s on/off may take up to 20 min to take effect. Keep this in mind in time-sensitive situations like rescheduling or cancelling webinars in the final minutes before the live time.

3 at a glance Your BrightTALK Channel is equipped with automated s that extend the life of your events before and after the live day and engage your audience over time. We are continuously improving the performance of these s so that they bring more audience to your content and expose your presentations to new relevant professionals on BrightTALK. This guide highlights the value of each automated . Read on to learn how you can make the most of automated promotion and keep your audience coming back again and again. You can manage your s under the Promotion tab in your channel. 3

4 Behavioral s for your events Weekly engagement s Your audience receives weekly updates with upcoming and recent content in your channel, as well as top presentations from their community and network. Weekly s are key to engagement: the more webinars and videos your audience watches, the more likely they are to return in the future. Our tests show that professionals who have viewed five pieces of content respond to promotional s up to 7x better than those who have only viewed one. Make sure weekly s are switched on in your channel and that your content stands out in your BrightTALK community! Pro tip Schedule your upcoming presentations at least two weeks in advance for maximum exposure to your audience via weekly s. Action Tag your channel to a relevant BrightTALK community so that your presentations can reach relevant professionals who are not yet in your channel but are interested in the topics and solutions you cover. 4

5 Behavioral s for your events Registration confirmations Professionals who pre-register for your events receive a confirmation with the event details and a link to save it on their calendars. Our tests show that the minutes after a user action offer a prime re-engagement opportunity, with click rates up to 10x higher than for regular promotions. Make the most of this opportunity with additional content recommendations from your channel. Pro tip Have at least one additional piece of upcoming content scheduled to maximize the promotional effect. If there is no additional upcoming content, this will recommend your most recent recorded presentations. Action Do your registration confirmation s contain a link to add to calendar? If not, paste ${webcast_attachments} to the top of both HTML and text versions. 5

6 Behavioral s for your events Pre-event reminders Professionals pre-registered to attend your events receive a reminder 24 hours before the live time. By default this reminder also recommends additional content from your channel, just like the registration confirmation. Our tests show that including a social teaser in this , like the one shown on the right, more than doubles its click rate! Get the image and HTML code Pro tip If you have attendee networking enabled for your channel, use the social experience to create a stickiness with your content and compel more of your audience to come back to your channel again and again. Action We ve tested a social version of the pre-event reminder that you can take advantage of. Get the image and HTML code 6

7 Behavioral s for your events Starting now reminders This key , sent 15 minutes before the live time, is responsible for nearly half of the live viewings that happen on BrightTALK. With click rates of 35-45% this is is a must-send for your webinar program. Make sure yours is working for you. Pro tip A prominent call to action attracts more clicks. Whether you use the default BrightTALK green button or one of your own brand colors, make sure your audience knows exactly what you want them to do when they open this . Action Are you using the most optimized template for your starting now reminders? Switch to the system template for the most up-to-date version of the and then apply your custom elements as normal. 7

8 Behavioral s for your events Post-event follow up s At every event, a portion of the audience will attend live and others will view on demand. Content on BrightTALK is recorded immediately and hosted indefinitely. We send effective reminders to both attendees and no-shows featuring the link to the recording, a list of all attachments and related recommendations. Follow up s get over 10% of your attendees and 25% of pre-registrants who missed re-engaging with your content. Pro tip Attach the presentation slides, any relevant white papers, links and other materials to your presentation and they will be highlighted in follow up s to both attendees and no-shows. Actions If the follow up to attendees is set to off in your channel, it s probably because you ve customized other s. Switch it on from the the Promotions tab and apply the same customization to maintain a consistent experience. Alternatively, use tags ${webcast_ attachments} and ${channel_ webcasts} to add attachments and additional recommendations. 8

9 Behavioral s for your events Webinar cancelled, rescheduled or re-run If you d like to cancel or change the date or time of an upcoming event, you may want to alert your pre-registrants of the change. These automated s do just that. Pro tip If you re cancelling or changing the time of an upcoming event, keep the engagement going by recommending other content from your channel that your audience can watch on demand. Action If you ve customized your templates, use tags ${webcast_attachments} and ${channel_webcasts} to add additional materials and recommendations. Or simply use the most up-todate system versions of the s, which feature attachments and recommendations by default. 9

10 customization We encourage BrightTALK channel owners to customize their s to reflect their brand logo, colors and specific needs. As we optimize the performance of automated s, we introduce improvements and new features that increase effectiveness. These improvements are automatically applied to all system templates - if your channel is using those you ll be able to take advantage of optimized performance right away. However, if you ve customized templates in your channel, improvements won t be automatically implemented and you d need to add them manually, or switch back to the system template for the most up-to-date version of the , and customize from there. Some recent improvements and features to keep in mind when you customize s in your channel: Optimized content blocks The tag ${webcast_details} creates a webinar content block with a clickable title and cover slide optimized to attract clicks, which can be used in any automated s promoting or recommending content. Here's a great example of customization from one of our clients: Prominent calls to action Our tests show that prominent calls to action that use active verbs like join and view attract the most clicks. With that in mind, we ve optimized key s like the starting now reminder to get more of your audience to attend your events live. 10

11 customization Social hooks Channels that have attendee networking enabled can use the social experience as a hook in preevent reminders. Our tests show that adding a social teaser to the pre-event reminder more than doubles its click rate! Get the image and HTML code You can take advantage of this social hook in postevent follow up s as well, using it to drive people back to your content so they can watch it again, download attachments and connect with other attendees. 11

12 customization Featured attachments With over 600,000 downloads in 2014 alone, attachments are one of the most popular engagement features on BrightTALK. We ve made it easy to feature attachments in follow up s with the tag ${webcast_ attachments}. Timely content recommendations Recommending content at the right time results in further engagement with more of your webinars and videos. Use the tag ${channel_webcasts} to recommend more content from your channel at key points of engagement, ex: following pre-registrations and viewings. 12

13 customization Calendar invites The tag ${add_calendar_attachment} adds a calendar file directly to an and can be used in registration confirmation s to prompt users to add upcoming webinars to their calendars. This means more live viewers at your events! You can also use calendar invites in s about rescheduled events. 13

14 customization New s When we release new s we take the same factors into consideration in terms of which channels to roll out to by default. If your channel is using system templates, the new will be automatically activated and will start engaging your audience right away. However, if you ve customized your s, you will need to turn on the new from the Promotions tab in your channel. We do this to make sure that additions to the list of automated s are consistent with any branding and customization efforts on your side. The viewer follow up is the latest addition to the list of automated s. It goes to webinar attendees 24 hours after they viewed and gets over 10% immediately coming back for more of your content. If you customize s in your channel, activate the follow up today to take advantage of its power to engage. Add attachments to your webinars and videos and schedule upcoming content in advance - your audience will be compelled to click. 14