Planning and preparing for a webinar can be a lot of fun. A lot of work. And stressful at times. But no matter how great your webinar is, how much work went into producing slides, scripts and answers to questions . . . you need people to, you know, actually attend.
Without attendees and viewers, you’ve invested a lot of time and effort, with not much to show for it. No one wants to report that back to their boss. Especially if your boss, another senior manager, or CEO, participated or contributed to the webinar.
Promoting a webinar involves as much work, if not more, than producing the content for a webinar or webcast. But the effort, when you have an engaged audience, inbound leads, and those who will promote your brand before and afterwards on social media is worth it. From our experience working with dozens of global brands like Intel, Pfizer, Sony, Speedo (to name a few), here are seven ways are proven to work when promoting a webinar, before and after the event.
7 ways to promote your webinar
#1: Create an appealing registration landing page
Every webinar or webcast needs a landing page.
Anyone who’s interested in the topic and wants to learn more needs to know when the webinar is going to be broadcast. And if they can’t attend, whether they can view a recording. Ideally, unless you can’t for any reason (compliance or legal issues for example), making an on-demand video of the event is an invaluable marketing tool long after you’ve moved onto working on other tasks.
At a minimum, landing pages should be clear, honest and set expectations. You should include the following:
- Webinar or webcast title. Something interesting and attention-grabbing, that your audience wants to know about!
- Date and time (including timezone);
- Who’s presenting and why they know their stuff;
- What attendees will learn: Why they should view and take part?;
- Social sharing buttons and links (including email and messenger sharing);
- Registration form.
Don’t ask potential attendees to hand over too much information. Registration forms that ask too much reduce conversion rates at this valuable stage in the funnel. Once someone has filled this in, make sure they know what happens next, what they should expect from you. And make sure it’s GDPR compliant?
#2: Use lead generation tools
Use every asset you have to promote this webinar.
Simple tools, such as HelloBar can drive leads through from your home page. Call-to-action buttons and links on other pages, blogs, social media posts, promotional posts, lead magnets and even pop-ups, whenever appropriate, to encourage more people to sign-up. Publishing a landing page and hoping for the best won’t generate the kind of results you need.
Around 40% of registrants go on to attend the live event, so before you start, set an attendee goal, then work backwards to understand how many you need to fill in the registration form.
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#3: Drive traffic with content
Use blogs and articles, either on your website, through LinkedIn, or other third-party platforms and media websites to generate more interest in your webinar. Depending on the topic, audience, and who’s speaking, of course. Tailor your marketing to the needs of your audience, where they spend time online and the methods that work to get their attention.
Start with your email database. For those using a webinar or webcast to speak to investors, team members or partners, email is probably going to be the primary communication channel. But even for those promoting a product/service or event to a new audience, it pays to have customers and fans talk about your webinar on social media and tell others, all of whom could become new customers and brand ambassadors.
#4: Shout about it on social media
Don’t be afraid to tell your audience, more than once, in the weeks running up to the webinar.
Use the channels where you know you will find potential attendees. You should have a fairly clear idea who they are and where they spend time online (customer personas are often useful).
Create a variety of posts to promote it, spread over several weeks, with every link (including your companies Instagram bio or Stories link, if suitable) going to the landing page. After the event, make sure some content, for at least a few months, takes web visitors back to the on-demand video, to continue generating leads from your webinar.
#5: Put a budget into advertising
Depending on who your audience is, you might need to put some money into promoting this. Google AdWords, LinkedIn, and Facebook Ads and promoted content could be invaluable tools to drive traffic, registrations and future conversions.
#6: Promote with partners
For those who are partnering with speakers who already have an audience, or brands with a large platform, work together to promote the event. Creating promotional materials and sharing them with a timeline will keep both teams on message and on target to hit the registration goals.
#7: Reminder and follow-up emails
Always send reminder emails.
Send a thank you after registration, with a diary reminder embedded in the email so that attendees can book it into a calendar. Providing this for the Apple and Google calendars are the best ways to ensure the majority of people don’t forget to enter it manually.
Then send another at least one or two weeks beforehand, and to be on the safe side, send another the day before. Reminding people why they signed-up is an effective way to ensure they still attend. Link to blogs, eBooks and anything that connects to the topic, speakers, and relevant products/services.
Afterwards, thank them for attending and encourage them to take the next steps connected to your marketing or sales goals, or this campaign. Don’t spam your attendees. Just keep them informed and looking forward to attending.
Before promoting your own webinar, you need to be confident in the platform and provider you choose. You need to know everything is going to work. No matter how many people are viewing, where they’re viewing from, or where your presenters are. You need to be sure you’ve got the support you need. With sStreamGo, you have all of this, and more. We are experienced working with global brands, trusted to deliver webinars that work, for audiences across the world. Promote your next webinar with confidence.
- Create an appealing landing page
- Use lead generation tools – leverage your online presence
- Drive traffic with content – relevant blogs, articles and marketing material
- Shout about it on social media – before and after
- Put a budget into advertising
- Promote with partners
- Send reminder and follow-up emails