I wanted to follow up last week’s post on landing pages, webinars and social media with some final results. Last week I focused on the improvements in landing page conversion. This time I will focus on actually event attendance and registrations. The good news is social media leads to more leads.
Part one: overall stats
Here are the stats from last week updated with the final results from the event. Plus a few bonus stats.
- The blog and the email drew equivalent visitors and pre-registerants.
- Email receivers > landing page visitors? 3% This seems to stack up in the average for B2B
- Conversion rate of blog visitors > landing page visitors? 40% — 13X improvement in response rate
- The conversion rate for blog readers > pre-registrations? 26%
- The conversion rate for people who didn’t visit the blog, but went to the landing page was 22%
- The overall conversion rate for the landing page was 34% (better)
- People who clicked on the landing page from the blog registered 67% of the time
- 50% of attendees came directly from reading our blog post
- # of pre registrations vs. the previous, similar campaign? 75% more
- 80% of new suspects were from the blog. 3% from paid search. 3% from Natural search. The rest from our website.
Part two: profile of blog readers
After tallying up the results, here is the pattern from the blog readers.
- They were likely to visit the landing page vs. people who received an email for the event. (Email recipients were opt-ins that requested more info on the topic or to hear about our upcoming events)
- It took 18X more impressions (email receivers vs. blog visitors) to get to the same number of pre-registered people
- The social media efforts increased the number of pre-registered people by 75% Yes, I mean 75% more people (compared with a similar previous event)
- Most of the new “names” came directly from our blog and had no previous interaction with us, or our website.
- 50% of these newly acquired suspects attended the event
What I’d love? A better way to connect blog traffic sources. search. incoming link. The good news: we are getting much closer to end to end marketing analytics. Online, offline and social media.
Is it worth an extra 90-120 minutes of prep time to double your webinar attendance, by using social media?
You betcha. 😉