Webinars and live video broadcasts have become an integral part of the communication strategy of B2B and B2C companies. That’s not news. Webinars effectively generate new leads, as well as strengthen relationships with existing customers. How to make them work for you? It’s simple: they also need advertising.
Webinars – where to start?
I think few of you can, without preparation, organize and hold the Oscar ceremony.
High-quality webinars, as well as other events, require careful planning.
But do not think that planning is the key to success. You can have an inspirational presentation, you can speak to the audience with the charisma of Morgan Freeman, but at the same time remain without profit simply because no one saw your performance.
The effectiveness of webinars directly depends on the number of viewers.Therefore, I have prepared 6 tips that will help you to advertise your webinar correctly. And, as you might guess, marketing automation plays a big role here .
6 ways to promote a webinar
Create a lethal landing.
First things first. If you want webinars to generate leads, you cannot do without landing pages . It is there that all traffic is sent and it is there that contacts can register for the webinar. If landing is ineffective, your efforts will be in vain, and funds will be wasted.
What makes landing effective? This question has no definite answer. It all depends on how you convey a unique selling proposition (UTP), formulate a headline, subtitle, use social evidence, etc. For more information about these elements, see Pam Neely’s Anatomy of Killing Landing article (Pam Neely – Anatomy of a Killer Landing) Page).
Set up automation processes.
If you have not paid much attention to marketing automation , now is the time to change tactics. Automated processes can be involved in the promotion of webinars to attract the maximum number of viewers, as well as to communicate with them after the webinar.
Below is a sample scenario.
What? A letter inviting all your subscribers to visit the upcoming webinar.
When? About 2 weeks before the webinar.
How? List all the advantages and key ideas that participants will bring out from your webinar. If you do not plan to record a presentation, be sure to include this. This will convince contacts to appear on the webinar at a specified time.
What? A letter with a link to the webinar and a calendar reminder to everyone who has registered.
When? Immediately after registration.
How? Invite contacts to add a reminder to their calendar so that they don’t miss a date. While they are waiting for your presentation, think that you can send them useful and interesting. This could be a previous webinar entry, a link to your article or a free e-book on a given topic. So you will prepare your contacts for participation in the webinar, and perhaps even encourage them to ask questions during the live broadcast after the presentation.
What? Letter of invitation sent to all subscribers who did not open the previous letter.
When? A few days after sending the first letter.
How? Wait a few days, change the title and invite those who did not open the first invitation. Perhaps the last time you sent a letter at the wrong time. The second letter is a chance to convince them to sign up for a webinar.
What? The last reminder to those who opened (or did not open) previous invitations and did not register for the event.
When? 1 day before the webinar.
How? This is your last chance to increase webinar traffic. Use it wisely! Change the text of the letter, shorten it for better understanding and inform the audience that this is the last opportunity to register for the webinar. If the contacts do not watch the webinar, they will not hear valuable information that can give them a competitive advantage.
If you think that this is too much, here are the facts: more than 53% of the participants signed up for one of the GetResponse webinars after sending the last reminder!
What? Automatic reminder for those who signed up for the webinar.
When? 1 hour before the webinar.
How? Send an automatic reminder to those who signed up for the webinar. Provide a link to the webinar room, a password to enter or a webinar number so that they can join the meeting. Tell them how to prepare for the webinar so that they can carry out a lot of useful information for themselves.
What? Conducting a webinar.
When? Always on time.
How? Be charismatic. Conduct polls, use visual materials, such as videos, leave time for questions from the audience. Make sure that there is a person in the chat who will answer questions while you are giving a presentation. Sometimes there are too many questions, but you should not give up the opportunity to talk with the audience because of this. Ask viewers to share their opinions and ideas about future webinars. Do not forget to leave your contact details and useful links after the presentation.
What? Newsletter after the webinar.
When? One day after the webinar.
How? Thank the contacts for signing up or watching the webinar. If you promised to record a presentation, send a link to the slides and a video. Make a brief overview of the presentation and invite contacts to visit your other events. If the webinar was dedicated to a specific product, send an invitation to get a demo version to those who watched the presentation and was marked in your system with an “involved” tag.
What? Tags and points.
When? Throughout the automation process.
How? Apply a strategy for assigning tags and points throughout the automation process. Mark who responded to your letters, signed up and eventually visited the webinar. Such contacts will be referred to as “involved”, and they should be given closer attention. Also examine which pages the users visited. If they visited a page with prices or a demo version of a product, these are hot leads that should be given to the sales team. Also, analyzing the pages you visit will give your employees valuable information that you can use during a telephone conversation for greater persuasiveness.
What? Content recommendation after the webinar.
When? One week after the webinar.
How? See what questions were asked during the webinar. Maybe there is content that will interest your users? Any articles or e-books you have previously published?Maybe you made a short description of the blog, collected answers to the most popular questions and want to tell about it? Now is the time to turn to the public, remember it and establish a closer connection.
In my article, “20+ Automated Letters That You Should Send Today” gives examples of messages that can be automated.
Place a webinar on the pages of your site with high traffic.
Another way to attract additional viewers is to advertise the webinar on pages that generate high traffic. This may be the start page, a blog, resources, a frequently asked questions section, etc.
Use the features of the top bar, pop-up windows, various subscription forms and banners to attract the attention of contacts. If your customers have their own profile, place information about the upcoming webinar on the toolbar. A short title and catchy graphic design will ignite the curiosity of users and lead them to the landing page for the webinar.
If you think that the webinar is not intended for all of your users, or simply do not want everyone to know about it, notify only the selected contact group. Place information on pages that resonate with the theme of the webinar, or show it to users who have visited certain pages of your site. If you concentrate on the right segment, you can increase the conversion.
Think about who this webinar might be useful for. Maybe these are blog readers? If yes, write an article teaser in which you touch the desired topic. You may have integrated the RSS feed into the platform. Then advertising the upcoming webinar for subscribers of your blog will be unobtrusive and persuasive.
Order paid advertising.
I hope you know that in addition to mailings and your own site, you can use social networks to promote the webinar. Create a series of posts in the social media scheduling tool, such as Buffer or CoSchedule, post messages in relevant groups where you are members, and change the cover so that everyone who visits your profile can learn about the planned event.
All this can be done without investing a lot of money. If you want to increase coverage, you need to allocate money for paid advertising. It can be AdWords, Facebook Ads, Twitter Ads, Pinterest Promoted Pins and many other services.
Look for partners.
As in any other project, you do not need to do everything yourself. Moreover, your subscribers can rate a fresh or slightly different look and listen to the opinion of the invited expert.
In other words, you can periodically collaborate with other companies to launch a webinar together. So you share not only the work on creating relevant and valuable content, but also the cost of promotion.
If you are not inclined to contact others for help in creating a webinar, you can allocate a budget for promotion through partners. They will not be involved in the development of content, but may provide more reach for your presentation.
Partners can post information about the upcoming event on a banner, in a special blog post or in their newsletter. Whatever you do, it will positively affect the number of viewers.
Use non-trivial ways to promote.
There are other creative ways to increase webinar traffic. They are simple, unobtrusive and, most importantly, effective. What I mean?
One option is to ask sales staff and customer support (i.e., those who most often communicate with your customers) to add information about the webinar to the footer of their letters. A simple banner with a hyperlink or a short PS note will increase the engagement of contacts who are already interested in your offer.
Another way is to make a teaser video. A short invitation to the webinar can be placed on the landing page where the registration takes place, or published as a separate post on the social networking channels. So this information is better understood. If you are a good speaker, you can even make a 30-second video.
Plan, promote and try in practice.
As I said earlier, the key to a successful webinar are three factors: planning, promotion and practical application. They are inextricably linked with each other. If you are thinking of making an online presentation, consider each of these elements.
If you are worried that you do not overpower the promotion, remember that marketing automation will greatly facilitate your efforts. You can use automated processes for future campaigns, thereby saving time for other projects.