How Monthly Webinars Transformed Our Business

In episode #2881, Eric Siu and Neil Patel reveal how to supercharge webinars with strategic topics and audience-first planning for maximum impact. Don’t forget to help us grow by subscribing and liking on YouTube! Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT) TIME-STAMPED SHOW NOTES: (00:00) The Power of Webinars (03:07) Optimizing Webinar Attendance and Engagement (05:44) The Importance of Targeted Topics in Webinars (06:00) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more! Leave Some Feedback: What should we talk about next? Did you enjoy this episode? If so, please leave a short review. Connect with Us: Single Grain << Eric’s ad agency NP Digital << Neil’s ad agency X @neilpatel X @ericosiu

• 0:00Speaker 00

  Finding customer information shouldn't mean digging through emails, call notes, and spreadsheets. HubSpot Starter Plan brings all of those details together, so it's easier to track what's happening with every deal and what to do next. It pulls information from calls and emails. Then it gets to work, logging and summarizing them. Right after your call ends, HubSpot pulls next steps from your call notes and drafts suggested follow-ups. And it stays up to date for you, so you can build demand, win more deals, and spend less time on repetitive work. Your records, insights, and next steps are ready for you to act on. And you don't have to miss a beat searching for any of it. Try the Starter Plan for $10 a month. Learn more at hubspot.com.

• 0:34Speaker 01

  You want to talk about what we learned by doing webinars?

• 0:46Speaker 01

  You're doing a lot more webinars.

• 0:47Speaker 00

  You go first.

• 0:48Speaker 01

  You're doing co-hosted webinars now.

• 0:50Speaker 00

  Oh yeah, I did one with Adam Robinson this past week. That one's good. You should do one with him.

• 0:54Speaker 01

  We don't really do co-hosted webinars. We already do that. I have tons of learnings on why we don't do that.

• 0:59Speaker 00

  You already get a lot of attendees anyway. You're good. You don't need to do co-anything, dude.

• 1:03Speaker 01

  We do the co-host one. I'm like, so we gave you all the attendees and you got us very little.

• 1:08Speaker 00

  So I'm doing all the work. What are you giving me? So, okay, this one was cool. And then you can talk about your numbers, because Neil gets a lot of attendees. So Adam Robinson, he does a good job with LinkedIn. He gets a lot of reach. And he runs Retention.com, which is like B2B enriching tool.

• 1:23Speaker 01

  Yeah, it tells you when someone comes to your website.

• 1:26Speaker 00

  Yeah, who they are, what their email is, all that stuff, right?

• 1:29Speaker 02

  We help brands grow their email list.

• 1:31Speaker 00

  And so I did one with him. 9,000 people registered, and about 600 or 700 people showed up. About 550 concurrent was the highest, which is pretty good, right? Most of the time, the attendees are 90% founders. And this time, it was 50% founders, 50% marketers. So I was like, oh, that's kind of cool. But point is, that actually did well, because we asked them to email afterwards. And that got us like 15 to 20 qualified leads for the LinkedIn ABM tool that we have. And that thing, that's a whole nother conversation. Like, that thing this week is like, it's been like, really productive. We'll just call it that. So.

• 2:06Speaker 01

  That's awesome.

• 2:06Speaker 00

  Yeah. But point is, webinars work really well. And actually, Neil turned me back on to webinars. Let everyone know that he turned me back on.

• 2:14Speaker 01

  We've been doing them for years. What time do you do your webinars?

• 2:17Speaker 00

  Usually at nine or 10 a.m. Pacific.

• 2:20Speaker 01

  Do them earlier. You should get better attendance.

• 2:22Speaker 00

  Yeah, you're always doing it earlier. Like, I watch your Instagram lives where there's like 100, 200 people watching and I always like leave weird comments. But yeah, you don't see it, so.

• 2:30Speaker 01

  Yeah. No, try them earlier. Cause if it's, if you have 6,000 registrations, that's amazing. 600 is a low show up rate. 9,000 registrations?

• 2:38Speaker 00

  Yeah.

• 2:38Speaker 01

  That 600, 600 live at a time?

• 2:40Speaker 00

  It's a low show up rate. Cause what's your show up rate? 20, 30%?

• 2:43Speaker 01

  Yeah, more than 20%.

• 2:45Speaker 00

  That's high. But it used to be pre-COVID or around COVID.

• 2:48Speaker 01

  Like, if we get 12,000 registrants, we'll have like 4 to 6,000 show up.

• 2:53Speaker 00

  And see, that, how big's your email list now?

• 2:56Speaker 01

  2 point something million?

• 2:58Speaker 00

  When's the last time you cleaned it?

• 3:00Speaker 01

  Every month.

• 3:01Speaker 00

  Oh, wow. So it's really compounding.

• 3:03Speaker 01

  Yes, but we do them so often and we're getting more specific with our topics. Like, if I do a webinar topic, like, how to do SEO with little to no money, I'll get like, I haven't done that topic. I've done one with lower budgets. But if I, if I had a topic on like, how to do SEO when you have no money and rank on page one, I'm making this up.

• 3:24Speaker 00

  All the attendees.

• 3:24Speaker 01

  I'll get like 40 to 50,000 registrants. I'm not joking.

• 3:28Speaker 00

  Yeah.

• 3:28Speaker 01

  And I'll do email blasts a few times and promote it on social to help boost the numbers. But then I'll generate zero revenue. But on the flip side, when I'll do a webinar presentation on like, the AI-ready CMO.

• 3:40Speaker 00

  Yeah.

• 3:41Speaker 01

  Not as sexy, because a lot of people on my list are also startup people or founders, right? A lot of them are also CMOs or VPs or managing directors. Don't get as many registrants. Same like if I do one on like, how to maximize Google Analytics 4, right? And just talk about, hey, all the changes that you could be doing with GA or the new GA that's been around for a while. Not gonna get too many registrants. People just don't care. But the people who do register, they're more likely to be customers. So our registration numbers have been going down, but we've been more picky on the topics. Not for a total number of registrants, but to try to appeal to our ideal customers. And then we look at what percentage of our registrants come from publicly traded corporations and we optimize for that percentage.

• 4:25Speaker 00

  Yep. And what we do after is we'll look at the entire list and we might enrich it with like Apollo or something like that. And then we'll reach out, we'll reach out to people that seem to fit our ICP and say, hey, look, you missed the slides over here, right? Or saw that you missed it, you know, here are the slides and, you know, feel free to, you know, if you guys want to chat on marketing, blah, blah, blah, right? And that works pretty well, too. You guys do the same thing, right?

• 4:45Speaker 01

  Uh, yes.

• 4:45Speaker 00

  Yeah.

• 4:46Speaker 01

  And our overall goal when we do a webinar is to get 20% of the attendees from publicly traded corporations. We haven't hit 20% yet. Sometimes we'll get closer to like 15, 16%. Keep in mind, if we get 10,000, 12,000 registrants and 15, 16% are publicly traded companies, a lot of times you'll have six, seven people, eight, nine, 10 people, 20 people from one company that are in the marketing department. Some of these organizations have tons of people in marketing, like 500 or 1,000, but we count that as, you know, call it six or 10 people or whatever it may be from publicly traded companies, even if they're at the same publicly traded company. But we're just optimizing for percentage of signups of people who are publicly traded companies.

• 5:31Speaker 00

  And we do one, we try to do one per week. How many are you guys doing?

• 5:35Speaker 01

  Well, we don't do that. We do two per month.

• 5:37Speaker 00

  Two per, okay. So biweekly.

• 5:38Speaker 01

  And we cap it out at that. And we just focus on picking, being very picky about what the topic is.

• 5:45Speaker 00

  Yep.

• 5:45Speaker 01

  Versus doing quantity. We went as far as doing almost one a week and we found that we got better results when we're really picky about the topic and we optimized for our ideal customer.

• 5:56Speaker 00

  I want to take a second to tell you about my podcast co-host agency. So NP Digital. So Neil Patel Digital. What they do is they do a whole host of marketing services and they are global. They're worldwide. They have SMB services as well. They have mid-market to enterprise services as well. They cover the entire gamut. So you can just go to npdigital.com to learn more about it. And now back to the episode. I think what we're trying to get at here is events matter. Events do well, whether it's an online event or like an in-person event or a private event, like even a dinner is like a private event, like they work well because you're building relationships at the end of the day.

• 6:32Speaker 01

  Yes.

• 6:32Speaker 00

  Yeah. All right, guys. So that is it for today. Please don't forget to rate, view, subscribe, go to marketingschool.io slash agency. I think the price right now is $1.99 or so. It's a seven day free trial. We're bumping it up to $3.99. So depending on when you listen to this, the price may already be at $3.99. So that being said, goodbye.