Only half of the people who register for a webinar actually attend it. This is a problem every webinar creator and marketer faces.
Webcasts or webinars are a burgeoning powerhouse for any digital marketing strategy. If planned properly, it works as a good foundation for success. But that is not enough! Having a great webinar includes having attendees. Promoting your webinar is just as important as planning it.
Even though webinar marketing has proven its value time and time again in any promotional mix, marketers still hesitate to adopt this strategy and believe that their current efforts are adequate. But these marketers are missing out on a wide range of brand-building benefits.
The webinar provides ample opportunity for a brand to have an actual dialogue with their target demographic. Not only that, it becomes an ideal platform to inform your customer base about your services, offerings, and topics they care about.
With every hosted session, you and your team can further the exposure and reach of your brand. You can quickly build trust and credibility with your audience when you put a face and voice to your business name. Apart from these benefits, a webinar can aid in lead generation as well as lead nurturing, guiding your current prospects to the ultimate goal of the marketing pursuit – a sale.
In the past few years, webinar technology hasn’t really changed but online promotion and marketing strategies have. The online space is crowded with content similar to yours and getting noticed is difficult. In order to have a full house for your next webinar, constant attention to marketing must be given before and after the event.
Before The Webinar
People tend to begin promotion at least 3 weeks before going live which means things need to be put in place much earlier.
Webinar Hosting Service
One of the big decisions you will initially have to make is which webinar hosting service you will use as there are lots to choose from. If the plan is to partner with someone for the webinar, then the hosting solution you choose needs to allow multiple hosts. Also, asses the kind of analytics data you will receive from the webinar for future webinar marketing.
Some hosting platforms are GotoWebinar, Cisco WebEx, ClickMeeting, and EasyWebinar.
Create a landing page that is optimized with detailed information about the topic of the webinar, date and time, participating speakers and the registration form. Once the landing page is created, establish the path the registrant will take next; the thank you page. On this page, you can ask them to let you know if they have any questions they need answering and this will ensure a better attendance level. On the page, you can include countdown timer opt-ins, exit intent opt-ins, etc.
Don’t just stick to written content when it comes to promotion. With the help of the audio-visual medium, you can inform your audience about the topics you will be covering and the list of presenters that will be contributing. This video can then be promoted via social media.
If your team emails prospects on a daily basis then the email signature becomes a great way to spread the news of your webinar to people who are outside your regular database.
Write a blog that is dedicated specifically to promoting your webinar. This works in a similar fashion to a landing page and needs to include all details and the reasons for people to attend. These blogs can also include CTAs that lead to the webinar registration page. Once written, you can promote it on social media and send it to all your blog subscribers.
Place your webinar on the homepage of your website with an eye-catching lead magnet. Ensure that the offer is short, specific, and valuable as long and complex lead magnets will most likely not convert.
Through a bit of testing, you can get an effective email workflow in place. After doing research and through trying out a variety of email types and sending schedules, you can create a suggested starting point to your strategy for promoting webinars. Alter it according to your email database.
- Send the initial invite 2 weeks before and should have related content to the landing page which includes informing your recipients about your webinar, its topic, the time it will go live, and providing an easy way to register.
- Send a reminder 1 week before which will be broken up into two distinct emails sent to people who clicked on the previous email but failed to register, and people who did not click your previous email at all. Both emails should work as a reminder and also as a means to ask for feedback on the reason they haven’t registered yet.
- It is optional to send the second reminder 1 day before. This email may be a bit too much for some databases as after 2 emails, the contact has most probably made up their mind, but it’s always good to test.
Even though this might seem like the obvious option here, it is often underestimated. Social ad campaigns for webinars can begin comfortably on LinkedIn and Facebook. On Facebook, it is possible to create custom audiences through demographics and tracking.
If partnering with another person or multiple people for webinar hosting, then ask them to leverage their databases. They could write an article about it or post a message about it on their social media platforms. The more people get involved in promoting the webinar, the more shares it will generate which will lead to more registrants for your webinar.
After The Webinar
Once the webinar has been completed, there are still other instances to convert your audience.
- A replay link to the entire webinar video can be sent to the participants
- A new email message or series can be created for those participants that haven’t taken the next step (use a time-limited discount as it works best in convincing participants)
- Convert your registration page into a page that replays the webinar and builds interest in people to sign up for the next one
- Once the webinar ends, a thank you email should be sent to all those who attended it and ensure that you keep your promise of any giveaways.
In order to plan your webinar in a correct manner;
- Select a topic that you are well-versed in as you have a higher chance of becoming successful based on the responses already received for your existing content marketing
- The webinar title needs to be appealing and informative
- The registration page needs to have bullet points, landing page copy, and possibly social proof
- The length of the webinar should be 60 minutes which includes 15 minutes of question-answer round
- Slides need to be easy to read and quickly gone through
- The webinar topic needs to fit well with the product, service or solution you provide and must include a CTA
- Choose a suitable webinar host and a hosting site for when the webinar is over
- As email is the primary way webinars get promoted, an email campaign needs to be created along with opt-in forms
- Continuously work on the social media promotion of your webinar
- Do not overlook follow up of your participants in order to convert more leads to sales
Webinar marketing has proven beneficial many times, not just for brand promotion but also to sell products or services. Once you complete your first webinar successfully, use the above checklist repeatedly for future events. Keep expanding on your strategy as you continue to gain data on what works and what doesn’t for your company.