Growth Hacking Case Study Day 5: How We Attracted and Increased the Right Attendees for the Webinar

Published November 19, 2015 in Growth Hacking - 0Comments

It’s few hours before the “The Important Onsite Optimization Tweaks To Get Ahead in Search” webinar starts and 4 Days ago we were at 7 signups and now we’re at 27 signups.

I discussed how I got to 7 in this post and now I’ll show you how we were able to get the additional 20 signups.

To successfully get a cold email outreach campaign to work, you have to do differentiate yourself from the crowd.

I crafted an email that immediately helped answer the following questions:

  • How did you find me?
  • Why should I trust you?
  • What do you want?
  • What do you need me to do?
  • Why would I care?
Subject: Webinar Invite for Rochester Hills Chamber Members

Hi {{first_name}},

We’re holding a webinar this Thursday for fellow Chamber members who want a better understanding of how to structure or update their website to get more traffic from Google.

You can see about it by checking upcoming events on the Chamber website here

OR sign up directly here.

By the end of the webinar you’ll know:
1. The top 5 keys to focus on for any page
2. The different optimization needs for local vs nationwide sites
3. The right way to add keywords to your page
4. How to easily audit the {{company}} website
It’s on Thursday November 19th at 8:30 PM  9:30 PM EST

Hope to see you there!

Let’s see how it answers the above questions.
  • How did you find me? Through the Rochester Hills Chamber of Commerce
  • Why should I trust you? We are fellow members of the Chamber
  • What do you want? Invite you to a webinar
  • What do you need me to do? Click the sign-up link or check out our official Chamber event listing
  • Why would I care? You learn how to make your site better which every business owner needs to know

How many cold email blasts typically generate 5 signups a day? (3-5% signup rate)

Not many at all!

People are TIRED of receiving the same old unsolicited emails but when you reach out respectfully with an offer for education to the right audience and the right messaging, great things can happen.

The lesson here is cold outreach can work, but you need a way to gather the right data, use the right outreach platforms and have the right message and funnel to maximize conversions.

For the email gathering, I had a VA go one by one through the Chamber directory and put the contact details into an Excel.

For the email outreach, I uploaded the contacts into the SalesLoft Cadence platform and sent about 100 emails a day in bulk.

For the Webinar platform we used

Keep one thing in mind, we’re testing out a funnel for building a great community through webinars from the ground up and once a general framework is established, we’ll need to scale it.

Right now we’re also building a system to scale the entire process to maximize the amount of signups.

Keep tuning in for more updates.

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