What's in a webinar title

What’s in a Webinar Title?

May 18, 2017

by — Posted in Best Practices, successful webinar, Tips and Tricks

A lot goes into hosting a successful webinar. While there are a number of important elements to cover before, during, and after your webinars to ensure success, it’s critical to start with a winning webinar title.

Below, we’re going to cover what you need to know in order to come up with an attractive, high-converting webinar title.

 

Think About Your Audience Before Choosing a Webinar Title

Think About Your People and Webinar Audience Before Choosing a Webinar Title

This might seem like pretty obvious advice. Of course, you want to think about who might be attending your webinar before you come up with its title. That’s why this tip comes first on our list of webinar title advice.

However, let’s dig a bit deeper.

When you understand your market and what they’re looking for, you’ll have more freedom to make the most out of the advice below.

One thing to think about is tone. It has become very popular for people to give the titles of their webinars, blog posts, and other forms of marketing some kind of humorous or witty bend.

This can definitely increase your clicks, but before you do something like this, consider if the tone would be appropriate.

If your webinar is on something like estate planning, dealing with depression, or any other subject that might carry a somber feel, it probably isn’t a good idea to try to inject humor. People might not think you’re taking the topic very seriously or they may simply wonder if you are truly a professional.

Finally, take a look at what your competitors are doing. There’s no shame in trying to improve on what’s clearly working for them.

 

Turn Your Webinar Title into a Provocative Question

No matter what kind of marketing material you’re trying to come up with a title for, asking a question is almost always a sure bet.

For one thing, a question demands an answer. Therefore, by making your webinar title a question, you’re setting yourself up for instant engagement. This doesn’t guarantee someone will sign up, but it ensures that most people will take an extra second because of your title.

For best results, make the question a provocative one.

“How would you like to increase your sales?” is definitely a question that will probably gain decent engagement.

However, a far better one would be, “Would you like to improve your profits by 200%?”

See how that gets the mind going? A provocative question must be specific in order to get the desired reaction.

 

Use a Powerful Verb in Your Webinar Title

Use a Powerful Verb in Your Webinar Title

Rephrasing the above provocative webinar title into a statement would be to say, “Start making 200% more today!”

Obviously, it’s still provocative. It also carries a certain amount of power with it. The title doesn’t just hold a promise. It’s literally telling you to begin doing something.

However, an even more powerful verb would go a long way toward boosting your webinar signups.

“Accelerate your profits by 200%!”

“Boost profits by 200%!”

“Generate 200% more with your business!”

These stronger, more powerful verbs all help get the blood pumping a bit more. This is what you want. Before someone decides to invest time and perhaps even money into your webinar, you’d better get them excited.

Use verbs in your webinar title that will spike their emotions and have them full of anticipation so they can’t wait to get started.

 

Turn Your Webinar Title into a Listicle

If you know anything about writing blogs, you know that “listicles” (list-based forms of content) make for fantastic content. Aside from the fact that they are inherently better for organizing information, the titles tend to outperform others in terms of gaining clicks.

You can leverage the same power by coming up with a webinar title that begins with a number.

Of course, you only want to do this if your webinar will actually follow the same format. However, if you haven’t picked said format yet, it might be worth reorganizing things a bit so your listicle title becomes an accurate choice.

Combine this titling tip with the others from this piece and you will come up with a real powerhouse for your webinar.

 

Don’t Forget to Use Keywords in Your Webinar Title

Use keywords in your webinar title

While we’re not going to take the time to explain the intricacies of SEO (Search Engine Optimization), the following should suffice for a definition: SEO entails a number of different methods that help your site earn traffic by getting better ranks with search engines, especially Google.

Keywords play a big role in SEO. They’re the words or phrases people type into a search engine when they’re looking for something.

For example, if you were car shopping in Miami, you might type, “car dealerships in Miami.”

If you run a car dealership in Miami, that phrase is definitely a keyword you would want Google to associate with your site, so you’d stand a better chance of ending up high on the first page of the search results for it.

Again, we’re not going to get into all the details here, but having a keyword in the title of your content is always helpful. It tells Google that this keyword clearly plays a big role in the content you’ve posted.

Therefore, when you’re trying to come up with a webinar title, consider what your audience might search for to find it. This goes back to understanding your audience.

For best results, use SEO software for this or hire an expert to help you come up with a title based on available keywords you stand a good chance of ranking well for.

 

Make the Outcome Clear in Your Webinar Title

Above, when we were coming up with webinar title ideas about a program that would help viewers boost their profits, we did more than just make it into a question or use powerful verbs.

Those titles would also work because they imply or make an explicit promise to potential viewers.

This is always a good idea. It tells your would-be audience exactly why they should tune in.

Remember: people are busier than ever before. Therefore, even if you’re not charging for your webinar, you still need to convince them that it’s worth setting time aside in their days to tune in.

If you make the title of your webinar something like “The Acme. Co. Webinar”, you’re leaving too much to the imagination. What’s it about? What’s it going to cover? What do I get out of it?

You don’t want to hope that people will simply answer these questions themselves and give you the benefit of the doubt.

Something like “The Acme. Co. Profitability Webinar” is still too vague, though. Sure, people now know you’re probably going to talk about profitability, but that could still cover a wide range of topics.

Going back to what we talked about earlier, it’s also not very provocative or exciting.

You’d do much better with, “Drive Sales Up 200% in 10 Days.”

Now people know exactly what you’re promising. They still need to tune in for the details, of course, but they’ll be far more likely to do so because you’ve made a clear promise: If people join your webinar, they are going to make 200% more sales by the time 10 days go by.

If you want to double-check how well you’re doing with this strategy, try writing one out and asking somebody who knows nothing about your webinar what they think you’re going to deliver. The closer they get to the exact answer, the better you’ve done.

 

Are You Giving The People What They Want?

One last note regarding the outcome you promise in your webinar title: it better be one people would actually want.

This is similar to our recommendation about being provocative, except we’re not referencing style here. We’re talking about the actual substance of your webinar. While that topic is a subject for another blog post, the point is that if it doesn’t sound compelling in a title, it’s not worth going through with the webinar.

If you can’t completely overhaul the topic you’re covering in your webinar, at least do your best to repackage the subject so people can’t wait to reach the goal you’re promising.

 

Can You Make Your Webinar Title Timely?

Sometimes, this simply won’t be possible, so don’t try to force this tactic where it clearly won’t work.

That being said, timely titles almost always do better than those that seem like they could’ve been used at any time.

This is true for a couple of reasons worth exploring.

The first is simply that they do better with keyword research, which we already touched on. If someone looks up a certain recent event and you used it in your webinar title, you now have the chance to win over a new viewer you may have otherwise missed.

The second advantage is that a timely title often seems as though it’s a short-term offer, as fleeting as the event it references.

Even if this isn’t actually the case – perhaps you plan to leave the webinar up indefinitely – it still encourages people to take action when they think they could miss out if they don’t click now.

Again, don’t be sloppy with this method. When it isn’t an option, there’s no point in shoehorning it in.

Furthermore, you don’t want to attract people who would never be interested in the actual subject matter you’re covering.

For example, if you were to use a recent celebrity’s dramatic weight loss in order to pitch a webinar about self-management, goal-attainment, or a nutrition plan that the celebrity didn’t actually use, you might get people to sign up, but they’ll quickly lose interest.

 

Keep Your Webinar Title Nice and Short

Don’t get carried away with your webinar title to the point that people have to spend a good amount of time simply to read the entire thing.

A good webinar title length is between 50 and 70 characters.

While you certainly want to be descriptive, the problem is that most people associate long titles with boredom, which is definitely not how you want them to think about your webinar.

Furthermore, shorter titles are better for search engines and most social media platforms because they won’t be cut off due to length.

Again, descriptive titles are best. You want your potential viewers to understand what they can expect from your presentation. Ideally, they should be excited about this promise, too.

However, once you have an idea for your title, try to pare it down to make it as short as possible without losing its punch.

 

Will Your Brand Name Help Your Webinar Title?

If you have a notable brand, it’s not a bad idea to include it in your title.

People are busier than ever before. A link to your webinar on a social media page or some other site besides your own could be easily overlooked.

However, if your webinar title references the name of your company, you’ll probably have a much easier time getting the attention of your targeted audience.

 

Consider Using A/B Testing to Evaluate Your Webinar Title

A/B Test Webinar Titles

If the above seems a bit overwhelming, rest assured that picking a good title gets easier with practice.

At the same time, one really easy way to “hack” the process is by using A/B testing. While there are a number of platforms you can use to do this, the idea is simple: you test two different titles and see which one gets the most clicks.

For example, you can launch a Facebook ad that uses two or more titles and then see how many of your targeted customers click on them.

It will quickly become obvious which title is the best to use.

Nonetheless, we still recommend using the above advice and practicing your title-writing as much as possible. A/B testing will only be as productive as the quality of your titles.

 

If you’d like help crafting your webinar title, BigMarker is here to help. Contact us today to chat with a webinar expert.

 

 

 

 

Sources:

https://virtualvenues.com/are-your-webinar-titles-falling-flat-create-webinar-titles-that-sing

https://business.brighttalk.com/blog/webinar-titles-neednt-be-boring/

http://wsuccess.typepad.com/webinarblog/2010/07/does-your-webinar-title-work.html

http://info.infiniteconferencing.com/bid/91535/How-to-Attract-Attention-to-Your-Webinar-with-a-Catchy-Title

https://blog.webinara.com/creating-a-webinar-title-5a5722828b42

http://likesup.com/7-ways-to-create-a-seductive-webinar-title/

https://www.koozai.com/blog/content-marketing-seo/10-tips-for-creating-catchy-headlines/