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Crafting Titles and Abstracts that Drive Webinar Registrations

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Writing a webinar title that captures your audience’s attention is a critical first step in attracting the right audience to your content.

The most effective webinar titles and abstracts are specific enough to highlight what viewers will learn, but also broad enough to capture the attention of a large audience base. When brainstorming a title, aim to be clear, concise, and intriguing, to stand out in a world of mass information and keep registration rates high.

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Every day, there are over 215 billion emails sent and received, 500 million tweets posted, and 2 million blog posts published. Catching your audience’s attention with a snappy title and a keyword-rich abstract will help motivate them to register, rather than delete your promotion.

on BrightTALK, we’ve studied what it takes to craft winning webinar titles and abstracts. In this guide, you’ll find our best tips to help you drive engaged attendees to your content and convert them into happy customers.

With over 60,000 webinars and videos

Titles

In terms of promotion, your title is the most important part of your webinar. It’s what will catch a viewer’s attention and persuade them either to continue reading or ignore the presentation altogether.

Inserting industry keywords (not buzzwords) will help grab the attention of your target audience and improve SEO.

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Four steps to identifying pertinent keywords for your webinar title and abstract:

Brainstorm all relevant topics related to the subject of the webinar and your product, and then rank them in order of importance.

Use a search engine to find the most popular searches related to your top four key terms.

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If you’re using a technology that allows you to search for trending terms, make sure to incorporate these. For example, these are the top 10 search terms in the BrightTALK IT Security community.

a) Security strategyb) Security awarenessc) Cloudd) SQL injectionse) Data noise

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f) Vulnerabilitiesg) Social mediah) Remediationi) Security metricsj) Intellectual properties

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Find out what’s trending for your target audience in our

BrightTALK communities:

Click the community you’re interested in.

professionals are researching on BrightTALK.

Over 5 million IT IT Security ITSM Storage Application Development & ManagementMarketing Business Intelligence & Analytics Investment Management Sales HR Network Infrastructure Legal Business Management Research & Development Business Continuity & Disaster Recovery Data Center Management

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Explore the high-level community that you’re targeting on BrightTALK. Here you’ll find that community’s top presenters, most popular channels, and recent content. This allows you to stay on top of the hottest trends and ahead of the competition.

4IT IT Security ITSM Storage Application Development & ManagementMarketing Business Intelligence & Analytics Investment Management Sales HR Network Infrastructure Healthcare/Pharma Legal Business Management Research & Development Business Continuity & Disaster Recovery Data Center Management

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One effective structural approach is to split your title into two parts, leading off with a broad topic and followed by a more specific overview. This is a popular technique to immediately capture the reader’s attention before enticing them with additional context.

Why does this work? If you’ve ever worked in billboard marketing, you know that the most successful billboards usually only have 5-6 words on them, for two reasons.

First, when you’re advertising on a billboard, you don’t have your audience’s full attention. And second, the amount of time you have to persuade your audience is almost nothing. You have to craft the best possible title and slogan in under 6 words.

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The same principle applies in the world of webinars. You need to get your message across to incite action amongst the abundance of content, information and diversions of your audience. This two-part approach grabs the prospect’s attention and then further validates why the webinar is important.

Here’s a recent example on BrightTALK: Real Time Personalisation: The Power of Conversational Content

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6 top title structures for webinars:

● Reference to current events: Ex: 2017: The Year of the Data-Driven Marketer?

● Solve a problem: Ex: How to Solve Multi-Touch Marketing Attribution in Salesforce

● Question: Ex: The Year of Cyber Extortion — Why Now and What’s Next?

● Inclusion of numbers/statistics: Ex: 8 Big Mistakes Digital Marketers Should Avoid in 2017

● Bold statement: Ex: How to Plan Your Entire Year on One Sheet of Paper

● Humor: Ex: How to Run 85 Webinars a Year Without Losing Your Mind

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AbstractsBullets are helpful in abstracts, since readers scan for key information or topics that appeal to them. Including 3-4 key takeaways in digestible pieceswill draw attention to your main points and let potential attendees evaluate if your content is relevant to them.

The purpose of your abstract is to explain what the audience will learn in your webinar. Avoid language that is too general or jargon-heavy and instead use a more natural tone.

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If you’re stuck, try this classic formula: Begin by outlining a common challenge in your industry and then address how your presentation will empower viewers to solve it. Next, add specific, concise bullet points with takeaways for the audience.

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Options of what to put in your bullets:

● List what your audience will learn. Outline 3-4 concrete takeaways your audience can expect to gain from your presentation.

● Market trends or shifts. Discuss where the market is headed, offering data-supported predictions.

● Teaser of what they’re doing wrong. Address common mistakes in your industry and teach your audience to correct them.

● Statistical proof. Include examples such as customer case studies, revenue generated, and percent growth to support your presentation.

If you’re working with an external speaker, you can also include a 1-2 line biography at the end to showcase his or her credentials.

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Learn more about how BrightTALK can help you run webinar programs that compel your prospects and convert them into loyal customers.

Crafting compelling webinar titles and abstracts is just the first step in driving more qualified audiences to your presentations. To produce webinars that effectively

generate revenue, the content that follows must be equally engaging.